Colleges Ontario is a non profit advocacy organization for Ontario’s 24 colleges of applied arts and technology.
Given the level of educational excellence now being offered, our task was to help future students overcome their parents’ bias toward a university education and to encourage them to explore Ontario’s colleges.
Significant changes in attitude weren't expected to change for several years. But, against all expectations, a post-campaign survey by Environics against the target audience showed that,
in only 6-weeks, the massive viral success of the Obay campaign had shifted attitudes by 11% for high-school students seeing college as a viable option.