'alcohol as a medium for facilitating social activity amongst young people; it can help to overcome shyness, and aid the bonding process, thereby helping to promote a sense of belongingness (de Visser et al. 2013). Features of the university campus environment can compound heavy alcohol use being regarded as a normative and therefore acceptable behaviour amongst students. For example, drink-related activities in connection with “Fresher’s Week” are widely recognised amongst first year undergraduates as an important initial point of social contact with peers during the first week of the academic term (Coleman 2012). With peer acceptance fundamental to university life, many undergraduates are motivated to drink alcohol to enhance their ability to socialise with their peers (Davoren et al. 2016), helping to increase perceived self-confidence (AERC 2010) and reduce social inhibition (Penny and Armstrong-Hallam 2010). Furthermore, young people emphasise the value of being identified as a drinker; with non-drinking considered abnormal, individuals feel that by starting drinking, this will alleviate the risk of being labelled as boring (de Visser et al. 2013).' (Jacobs et al.)