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Retired NBA All-Star Shaquille O’Neal spoke out against binge drinking and over-consumption of alcohol on the black college campuses Wednesday.

In 2012, the rapper, television analyst and recent film-school graduate joined the Century Council, a non-profit organization that fights against underage and binge drinking, launching a campaign to raise awareness on historically black colleges and universities using unorthodox methods.

“Social media and comedy was the best way to get to these guys,” said O’Neal, at the Congressional Black Caucus Foundation’s 43rd annual legislative conference Wednesday.