Heineken’s ‘Think, Create, Win’ social responsibility campaign competition.

Heineken USA Inc. and the American Advertising Federation (AAF) once again are joining forces to challenge college advertising students to address underage drinking prevention in a public service announcement advertising campaign.

The second annual Heineken USA/AAF Public Service Advertising Competition gives students the opportunity to develop a three-part campaign to address one aspect of underage drinking prevention. This year’s campaigns must focus on how to avoid getting in a car with someone who has been drinking. Students of legal drinking age will develop a campaign that includes a print, radio and Internet advertisement execution. It may be an evergreen campaign that can be used all year or may focus on key targets and time frames throughout the year.

The contest, which runs from December 1, 2006, until February 1, 2007, offers a maximum of eight cash awards and both individual or team recognition for student members of the 215 AAF college chapters. All participants must be age 21 or older by December 1, 2006, and members of an AAF college chapter. Students may enter the campaign individually or may participate on a team composed of no more than three students. Important deadline information, requirements and downloadable submission forms are available at http://www.aaf.org/heineken> .

Heineken USA has long supported programs and policies aimed at encouraging responsible consumption of beverage alcohol, and this competition is in line with the company’s efforts in this area.

Andy Thomas, president & CEO, Heineken USA, said, “Heineken USA is delighted to again be working with the American Advertising Federation on this important program. 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. We look forward to seeing what this year’s competitors bring forward.”

Wally Snyder, president & CEO, AAF, added, “This outstanding educational and professional opportunity furthers the AAF’s commitment to provide unique, real-world experience for our 7,000 student members. We are especially proud that their efforts will produce an effective and targeted PSA encouraging responsible drinking behavior, and appreciate the opportunity to again partner with a leader like Heineken USA.”

Winners will be announced in April 2007 during Alcohol Awareness Month.

The first-place winner will receive $3,000 and the opportunity to pitch their ideas to Heineken USA executives in White Plains, N.Y. The second-place, third-place and up to five honorable mention campaigns also receive cash awards.

Last year’s first place winners Matt Kappmeyer, Kristin Headrick and Ashley Sinclair of Drake University, created the Reasons to Take a Cab campaign. The team focused on motivating young adults to use cab services, rather than ride with a drunk driver.