Chilling statistics about the death toll of drug abuse fade on and off the screen. Dark, gritty visuals show college students drinking and taking pills at a party. Suddenly, the tone shifts. The scene brightens as a group of energetic, sober students break through the darkness and take over the party with an upbeat dance.
“They told you this is what fun looks like… but this is what fun feels like,” the narrator says during the transition. “No hangover, no blackout, no fake highs — just rhythm, confidence and remembering every single moment.”
The 60-second video, Sober is the New Sexy, was Jacksonville University’s submission to the 2025 Red Ribbon Week Campus Video PSA Contest. JU earned second place nationally, receiving a $3,000 prize to support drug misuse prevention efforts on campus.
The PSA was the idea of Agija Elerte, a senior and student-athlete majoring in theatre
and visual design. Elerte had just one month to complete the 
project, logging more than 100 hours while juggling a full course load, sailing practices
and a job. Sleep was minimal, with some nights stretching until 4 a.m. She assembled
a robust team of undergraduate and graduate students and recruited several faculty
for additional expertise.
In the end, the sleepless nights and creative efforts paid off. Her powerful message will reach thousands, if not millions, of viewers across the country.
“I wanted to challenge the notion that having fun or feeling confident and attractive must involve alcohol or drugs,” Elerte said. “Owning the dance floor, being fully present and expressing yourself through movement is far more powerful than passing out on a couch due to overconsumption.”
“This project is a powerful example of experiential learning in action,” said Christopher Corbo, dean of the Linda Berry Stein College of Arts and Sciences. “Agija and her team transformed classroom skills into a national public service announcement addressing a critical public health issue. Their work highlights the power of artists as storytellers and advocates who can engage audiences and inspire meaningful change. We are incredibly proud of how they represented JU with purpose and heart.”
Even more valuable than the award was the lessons Elerte learned during the intensive filmmaking process. She credited her team with helping navigate unexpected challenges throughout production.
“The most important lesson I learned was the value of having a strong, reliable team,” Elerte said. “Film production involves many moving parts, and success depends on working with people who can think quickly, adapt to change and problem-solve under pressure.”
The experience has fueled Elerte’s desire to pursue a career in theatre or the film industry after graduating in May. “Film is what I am most passionate about, and it is the field in which I hope to continue growing professionally after graduation,” she said.
