A new responsible drinking campaign, Keep It Social has been launched by the University of Prince Edward Island Student Union and the P.E.I. Liquor Commission.

The campaign features a theme of "social" versus "sloppy" that shows normal versus at-risk behaviour when it comes to alcohol consumption.

"I think keep it social does a great job of connecting with students. It speaks their language. It's visually very appealing. And the message is so important," said Haley Doherty, UPEI residence life coordinator. 

The student union has placed posters and other printed materials for the campaign in UPEI residences, the student centre and in the campus pub. 

"We're aware that alcohol consumption is part of campus culture and it's our job to educate our students and give them the tools to make the best decisions," said Doherty.

Doherty said the campaign was designed by universities and the liquor commission in Nova Scotia. That province has launched the second phase of the campaign that features student ambassadors to spread the message of responsible drinking.

She adds discussions are also underway to expand the "Keep It Social" campaign to universities in New Brunswick and Newfoundland and Labrador.