For the last number of weeks, I’ve been seeing random out-of-home about a product called Obay, by the makers of WhyBecauseISaidSo. In short, the ads worry for parents: Do your kids have ideas of their own? Obay can help.

I investigated further tonight.

It turns out that Colleges Ontario are attempting to get some feet in the doors that might have instead been considering another path. The association’s research indicated that graduating high school students, rather than choosing careers based on their own interests and wishes, often aimlessly followed whatever aspirations that their parents had for them – which was regularly a standard university education. Rather than doing the standard post-secondary college style campaign, Colleges Ontario tried to create a dialogue directly with students.

Read an interview with Linda Franklin, President of Colleges Ontario, and enjoy a good strategy that gets its target.