February 25, 2008

Provocative campaign addresses parental influence, encourages families to consider all post-secondary choices

OSHAWA, Ont. – Students in Durham Region and across Ontario are breathing a sigh of relief today with the news that a new product, ‘Obay’, purported to stop them from thinking for themselves or about their future, isn’t for real and won’t be appearing in their parents’ medicine cabinets anytime soon. A teaser campaign, featuring fictional ads and humorous, provocative messages about parental mind control has been running across the province for the past few weeks. It was part of the lead up to today’s official launch of a new marketing campaign by Ontario’s colleges, including Durham College, that is targeted primarily to parents, the group identified as having great influence when it comes to post-secondary education.

“We have been pleased by the reaction and excitement that has been generated over the past two weeks by the Obay campaign,” said Durham College President Leah Myers. “The goal with Obay is to encourage parents and young people to think about all of the post-secondary options available, including the many benefits that come with pursuing a college education.”

Based on recent research, Ontario parents favour university over college as the number one choice for their children by a margin of 3 to 1. The Obay campaign, brought to you by the makers of ‘WhyBecauseISaidSo’ and ‘NotUnderMyRoof’, is designed to remind parents that they should explore all the options – in many cases, their children may be more likely to find rewarding and fulfilling careers through college education and training.

Research has also revealed that:

• 98 per cent of parents talk to their children about post-secondary education;
• More than 90 per cent of parents talk to other parents about how their children are doing in school;
• Almost 30 per cent of the parents polled said they would be disappointed or embarrassed if their child went to college;
• 20 per cent believe a university education is the only real route to a successful career; and
• Parents are more familiar with specific universities than they are with specific colleges.

Further research conducted on behalf of Colleges Ontario, the advocacy organization representing the province’s 24 colleges, shows an overwhelming public perception that college is a lesser alternative to university. Only 33 per cent of high school students actually go on to university after high school yet an overwhelming majority enter high school believing they will go to university – primarily to meet their parents’ expectations.

Beginning today, the Obay campaign ads will deliver a clear message to parents, such as: “Your kids should be allowed to make their own decisions, especially when it comes to their post-secondary education.” Another key message: “Sure you want what’s best for your kids, but when it comes to post-secondary education, pushing them to do what you want isn’t right” and encourages parents and students to “explore all the options” by visiting ontariocolleges.ca, which showcases the exceptional range of programs offered by Ontario’s colleges when it comes to post-secondary education.

For 40 years, Durham College has been providing students with the hands-on skills and training required to obtain rewarding and satisfying careers. The college’s high-quality programs are continually shaped by market needs and delivered by exceptional professors with real-world experience at vibrant and diverse campuses that enrich the student-life experience. Co-op and internship opportunities enable students to gain valuable work experience while attending classes, ensuring they are ready to hit the ground running upon graduation.

Durham College’s alumni are 42,000 strong; these men and women have gone on to career success as industry leaders in business, communication arts, the energy sector, health care, IT, law enforcement, skilled trades and many other areas that directly impact Ontario’s economic prosperity and quality of life.

“We are looking forward to an exciting and renewed dialogue in the coming weeks as parents and children consider all of their post-secondary options for this September and in the years ahead,” said Myers. “From our diploma and graduate certificate programs, to our reputation as a national leader in skill trades training, Durham College offers significant opportunities that meet the needs of employers and the labour market. Helping to ensure all levels of higher education are producing more graduates, means a stronger economy and country for us all.”

About Durham College
Durham College is the premier college in Canada for career-focused students who will succeed in a challenging, supporting and inclusive learning environment. Offering approximately 80 full-time market-driven programs and hundreds of part-time and continuing education courses, the college has provided students with access to exceptional teachers with real-world experience for 40 years. With a graduate employment rate of over 90 per cent and employer satisfaction rate of close to 95 per cent, Durham College gives students everything they need to obtain great careers and make a difference in the world. The college has more than 6,100 full-time students, thousands of part-time students and almost 1,600 apprentices. For more information, visit www.durhamcollege.ca or call 905.721.2000.

Media contact:

Tony Doyle
Communications and Marketing
905.721.2000 ext. 2209
tony.doyle@durhamcollege.ca

 

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