Colleges Ontario is a non profit advocacy organization for Ontario’s 24 colleges of applied arts and technology.

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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.

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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.