ObjectiveIncreasing knowledge about alcohol-related harms, changing social norms, or encouraging drinking within safe unit levels often fails to change behaviour in young people. A novel intervention called ‘OneTooMany’ was developed, which targets the short-term social, and potentially, embarrassing consequences of drinking alcohol. The aim of this paper was to explore its acceptability, and to determine any features that might influence its effectiveness as a means of reducing alcohol consumption.MethodsParticipants were 23 young adults (aged 18–30) currently studying at university (n = 18) or in the first six months following graduation (n = 5). A think aloud interview approach was employed. Three main themes were identified in a deductive thematic analysis.ResultsEmbarrassing experiences were a normalised part of drinking occasions, while some were actively avoided, others were celebrated. Humour served as a device to engage and interest participants, but could also diminish intervention messages. OneTooMany prompted reflections on many regrettable drinking experiences, but the participants did not see themselves as the target audience for this intervention.ConclusionsInterventions may benefit from focusing on some of the short term, embarrassing consequences of excessive alcohol consumption. Further research is needed to ensure that reflections on past behaviour are helpful in addressing future behaviour.

Purpose: Many existing interventions to reduce excessive drinking in University students attempt to target individual cognitions, which ignore the wider contextual features that drive excessive drinking and mark it as an important aspect of university life. The overall aim of this study was to explore students' views about preventing excessive drinking at university, specifically by using frameworks that take into both account individual and social influences. Methods: Twenty-three young adults aged 20-30 (12 females; M age = 22.91; SD = 2.57; 18 students, 5 recent graduates) took part in semi-structured interviews to explore their views about drinking and measures to reduce excessive consumption. Transcripts were analysed using thematic analysis. Findings: There were three themes identified in the analysis. These themes were named 'the role of alcohol in student life', drinking transitions', and 'prevention challenges' and each had related sub-themes. 2 Practical implications: Targeting students before they commence their course and highlighting aspects of university life that do not involve alcohol may help to reduce the pressure often felt to drink in social situations. Providing novel, credible alternative socialising options that do not involve alcohol should be explored to determine their acceptability, and their potential to reduce excessive drinking. Originality/value: Few studies explore what students themselves think about reducing alcohol consumption, and most interventions focus on changing individual cognitions rather than features of the social environment. This study highlights that changing social practices related to drinking in combination with targeting individuals may be more fruitful approach to reduce excessive alcohol consumption.

No abstract