Social marketing has been widely used on college campuses to influence the acceptance of behaviors for reducing the risk for health practices associated with high-risk alcohol consumption. The purpose of this study was to examine the efficacy of a poster campaign, designed by the National Bacchus & Gamma Peer Education Network, at a mid-size university in Texas. The “Seize-the-Keys” poster was designed to increase awareness of preventing alcohol related automobile accidents by preventing friends from driving while intoxicated. Posters were displayed across campus from Fall 2004 to Fall 2005. A thirteen item questionnaire, designed to obtain information regarding observation and interpretation of the poster, was administered electronically to undergraduate students. Four-hundred-forty-seven (72% female, 28% males) students responded to the questionnaire. Frequencies were analyzed using SPSS version 14.0. Results indicate that 51% (n=233) of the respondents noticed the poster with 48% (n=217) stating they did not notice the poster. Of those students who noticed the poster, 40.5% (n=184) read the poster content, 14% (n=63) did not. Regarding the influence of the poster on drinking and driving behavior, 24% (n=109) reported a positive influence on behavior while 30% (n=138) reported no influence on behavior. The poster influenced 23% (n=105) of the respondents to encourage their friends to not drive when under the influence of alcohol. Thirty-one percent (n=142) were not influenced by to intervene with friends when they drink and drive. The respondents reported the layout was not an effective means of attracting attention to the poster. Of the students reporting seeing the poster, the photograph attracted only 34% (n=156). Coloring of the poster attracted only 10% (n=46), while the text attracted 25% (n=114). Placement of the poster positively attracted 14% (n= 63) of the students, with poster size positively attracting only 7.7% (n=35) of respondents. Sixty-seven percent (n=306) of respondents stated they felt the poster campaign was an effective alcohol awareness strategy, with 27% (n=122) feeling the method was not effective for college students. Findings indicate that students consider poster campaigns effective strategies to increase awareness of drinking and driving. Poster design including color, picture, and text are significant factors in the development of successful campaigns. Further investigations of the presentation of social marketing posters are warranted to determine the characteristics of effective campaigns that will positively influence driving and drinking behaviors among college students. Keyword(s): college level issues, health education college/univ, youth-at-risk