Raising Awareness of Responsible Drinking Among Students: A “Live” Campaign Approach

This paper focuses on exploring the concept of raising awareness of a key healthcare issue, responsible drinking, among students through the use of “live” projects in the form of marketing campaigns developed and run by students. The key knowledge and skills developed through live projects are both pedagogical in terms of teaching, learning and assessment tools and market-place orientated in terms of increased employability for students. Futhermore, the orientation and theme of responsible drinking provides a strong societal dimension which highlights social and moral considerations to students and educates them to be ethical citizens and champions of change among their peers in areas affecting student healthcare and wellbeing.