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    Heineken Challenges College Students with PSA

    Brewer teams up with the American Advertising Federation to encourage students to create underage drinking prevention campaign.

    WASHINGTON -- Heineken USA and the American Advertising Federation (AAF) partnered for the second annual Heineken USA/AAF Public Service Advertising Competition, which asks college advertising majors to address underage drinking prevention through a public service announcement advertising campaign.

    "The competition provides a great opportunity for us to tap into emerging industry talent to identify concepts and executions that could help us effectively communicate about responsible drinking behaviors," said Andy Thomas, president & CEO, Heineken USA. "We look forward to seeing what this year's competitors bring forward."

    The program requires students to create a three-part campaign to address one aspect of underage drinking prevention. This year, students must focus on the topic of avoiding driving with a driver who has been drinking. Students 21 years and over will develop a print, radio and internet advertisement that can run throughout the year, or during certain times of the year.

    The contest began in December and will continue until Feb. 1. Eight cash awards are possible between student members of the AAF at its 215 college chapters.
    Winners will be announced in April, which is Alcohol Awareness Month. First-place winners will receive $3,000 and the opportunity to present their ideas to Heineken USA executives. Cash awards are also given to second-place, third-place and up to five honorable mention campaigns.

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