For best marketing, Outreach & Continuing Education, University of Tennessee, Knoxville, Tennessee, Lea Anne Law, Jennifer Bennett & Mary Jerger, accepting. This tongue-in-cheek advertising campaign targeted college students most likely to drop out.

We liked it 1) because the ads are aimed at boys and minority students, the most at risk students; and 2) because the ads talk the talk and use the language and reflect the thoughts of the kids.
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Results: you bet. Enrollments are up 15%.