As I grew up, I heard a lot about binge drinking through school, about how bad it was for you. They classified it as 'Three or more drinks in less than one hour'. A drink being something like 12oz of beer, 6oz of wine or 1oz of hard liquor.
Sorry, Applicable Government Organization, but that is a ridiculous definition. Especially as far as shots are concerned.
Specifically for college campuses, I would make sure that people serve food as well as drink. Its really easy to get [censored]faced if you're drinking on an empty stomach. Russians, who we all know are masters of in matters concerning consumption of alcohol (:P), always make sure to serve some sort of appetizer type food to chase vodka with. I was kinda weirder out when I got to my first real college party and they had a laundry basket full of booze but no food at all.
"Problem" drinking is never going to be solved on a university/college campus level.
And, sadly, this. Its just something people of that age group do. In Jungian terms, its a rite of passage, and it fits the criteria perfectly.