Amethyst Initiative

The Amethyst Initiative was started by Choose Responsibility [CR], which is a non-profit organization founded by former Middlebury College President John M. McCardell to stimulate informed public discussion about the presence of alcohol in American culture. The Amethyst Initiative is made up of chancellors and presidents of universities and colleges across the country who have signed their names to a public statement that the problem of irresponsible drinking by young people continues despite the minimum legal drinking age of 21, and there is a culture of dangerous binge drinking on many campuses.

Objective:

• Build the site on a platform that's able to handle the vast amount of traffic that came with Amethyst Initiative's launch
• Create a site design that is consistent with the look and feel of chooseresponsibility.org

Solution:

• Union Street Media developed the site quickly for the client as the story broke with the national news media
• The site's content management system empowers the Amethyst Initiative staff to easily post articles & op-ed's about the group on their site
• Provided Presidents & Chancellors with the ability to easily access a PDF that lets them sign onto the Amethyst Initiative.