In an effort to reduce binge drinking on campus, the university initiated an information campaign to raise awareness. within weeks of the beginning of the campaign, binge drinking incidents had increased. what is the best explanation for this?

I beleive the answer is: terror management theory

terror management theory refers to instinctual behavior that often displayed by individuals when they're facing something that could be a threat to their way of life.
In the example above, the number of binge drinkers would most likely be increased because they believe binge drinking is going to be banned from campus soon.