Learn what The Other Hangover is

Liquid studliness? Maybe not

I’m no expert, but I’ve seen a number of drinking-awareness campaigns in my day, and they’ve all focused on binging’s extreme consequences: DUI fatalities, alcoholism and pregnancy, to name just a few.

The one going around campus at the University of Minnesota right now seems different, perhaps because it’s the work of students.

Ah, the drama queen

Instead of stressing the extreme themes — remote possibilities to those suffering from delusions of invulnerability — it focuses on the more common consequence of drinking too much: the humiliating realization that everyone thinks you’re lame.

In short, the message seems to be: Don’t Be That Idiot.

“Students actually place a lot of value on their reputation,” said graduate student Michelle Gross, who worked on the original campaign last year and is now acting as co-adviser.

“The Other Hangover” campaign should already be hitting dorms, bus stops, campus and neighborhood sidewalks, local bars — even bathroom mirrors in dorms and stadium restrooms.

Wisdom on a sidewalk near you

It was created by U of M advertising students for the 2009 National Student Advertising Competition, and ended up getting $75,000 from the Century Council, a nonprofit organization set up by alcohol distillers.

Gross said the signs will stay up through November. She and other campaign students have planned to  evaluate its effectiveness by conducting before-and-after surveys of student attitudes toward drinking.