Toronto Star: Colleges make splash with Obay ad campaign
Colleges Ontario has revealed that it is the author of the innovative ‘Obay’ ad campaign that chastises parents for pushing their kids into universities in favour of Ontario colleges.
In a $2 million attack on Baby Boomers’ snobby obsession with university, Ontario’s community colleges have launched a fake ad campaign to get parents to let their kids consider more hands-on higher learning.
The bold publicity drive started with mystery ads on buses and radio across Ontario touting a mock new drug called “Obay” that makes children obey their parents rather than think for themselves – a jab at parents who push their kids to university even when the students would prefer college.
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