The New Jersey Social Marketing Collaborative is a project designed to develop media messages that motivate 18- to 25-year-olds and their parents to make voluntary behavioral changes that have meaningful benefits related to their alcohol and drug use. In order to counter the glamorization and social normalization of alcohol and drug use that our target population receives on a daily basis, this group of experts in social marketing and substance abuse prevention is creating a culturally competent social marketing campaign to create a community that supports responsible use of alcohol by those over 21 and understands the severe consequences of underage drinking and the dangers of other drug use by all.