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"Although they may be aware of the dangers of binge drinking and recognize the relevance of prevention campaigns, young people do not accept those that are intended for them. Using an interpretative approach (interviews and participant observation), we show that there is a strong opposition between what constitutes festive overconsumption of alcohol for this population and the rhetoric of prevention messages. On the one hand, we have a set of ritualized behaviors—including protective mechanisms—whose purpose is to strengthen community bonds; on the other hand, dangers are seen to arise from individual and even individualistic actions, the outcome of which is often the annihilation of the community. To facilitate change, preventive discourse used in social marketing must take into account this specific community reality of binge drinking so as not to offend this population."