Brief Description: This paper tells the story of how TV Licensing encouraged record numbers of disinterested students to fork out £126.50 for a TV licence, despite all the other temptations facing them – thus establishing a new 'norm' on-campus in place of evasion. It is an excellent example of effective integration from a creative, media and evaluation perspective. Over the last three years, the campaign has repeatedly produced record sales of TV licences to students to the point where students living on-campus are now much more likely to have a licence than they are to evade. Multi-channel activity consists of 30 different media components – from TV and PR to aerial sockets and personalised posters. An innovative integrated analysis technique reveals how individual component parts impacted on sales in practice; ---(TAGS)--- Full Title: 50 pints or a TV Licence ? How an integrated campaign made student TV licences the norm over evasion on campus; Number: 2006/24; Brand: TV Licensing; BBC; Client: BBC TV Licensing; Product Category: Government Departments (Public service information campaigns) ; Media (TV channels/programmes); Agency: Proximity London; Author: Adrian Hoole, Debi Bester, Kate Harding, Paul Sturniolo, Arabel Thomson, Peter Kirk; Prize Winners: Gold; Best Integration (Adworks ref: Advertising Works 15)