For many parents, university is the only real path to success. College is the option you “settle for” if you can’t get into university. The opinion of college as the lesser alternative has lead to countless teenagers being pressured into a future that isn’t right for them.

Colleges Ontario knew they needed to start changing this perception and they called on Smith Roberts Creative Communications, an advertising firm in Toronto.

What developed in the months that followed is the two-part teaser and reveal campaign you see before you. The teaser phase was launched in February 2008 with billboards, transit shelters, bus, subway and radio ads which were spread all over Ontario promoting a new drug called Obay, designed to make parent’s wishes for their children a reality.

After the 2-week teaser phase, the final message was revealed: Luckily, Obay isn’t real. Unfortunately though, the problem of pushing your kids to do what you want is – especially when it comes to their future. Believe it or not, university isn’t the only prescription for success. Help your children explore their options. Visit ontariocolleges.ca

The campaign was a huge success. Before the teaser phase had ended, the campaign had received extensive news coverage including reports from Global National News, Toronto Star, 24 hours and NOW Magazine, as well as hundreds of other articles and blogs - all dying to find out who was behind the supposed new drug, Obay.