Students have taken a major role in the 'Street Smart' campaign as have animal figurines.
Cindy Miller, Indiana University Director of Public Relations and Campus Initiatives, said simply saying, 'don't drink' does not work.
"We had certain campaigns that we thought would work until we tested them with our student audiences, and it just didn't resonate," said Miller.
The campaign is online, and it uses personified animal figurines to act out scenarios that college students may find themselves in. The characters even have their own Facebook and Twitter accounts.
A.J. O'Reilly, one of the student interns behind the campaign, showed Fox59 the animals.
"Ed the dog, Fred the cow, Hank the giraffe, and Mini the panda."
Students and IU's staff speak for the animals online. Besides drinking responsibly they are trying to encourage pedestrian and bike safety, mental health and safe sex.
"If we can help one person be more safe I think it's totally worth it," said O'Reilly.
O'Reilly helped create online videos of the animals that end with simple messages. Fox59 showed those videos to several students on campus who had varying reactions.
"I think it's a great idea. I think a lot of the problem is people don't know their limits and play into peer pressure a lot," said Josh Stanley, an IU Senior.
"I don't think it's a powerful way to reach students, but it's certainly an interesting approach," said Nicole Smolik, another student.
Travis Thickstun, a spokesperson with the Indiana State Excise Police also watched the videos. He said excise police have launched a new initiative in Bloomington, Muncie and Newcastle this month aimed at cracking down on underage drinking and over-consumption.
More than 250 tickets were handed out in Bloomington over the last three weeks as compared to the usual, which is several dozen a week.
"You put a lot of these efforts together and perhaps then, maybe, you can make an impact," said Thickstun.
The revamped campaign puts all of the resources for students on and off campus in one spot online.
"Some parents and some adults may think it's making light of safety situations, but what we're finding is this is really the way students want to be spoken to," said Miller.
The campaign's motto is, 'Play it safe, party animal. Take care, not risks. Keep the party alive. Join the conversation.'