In fall 2007, Lakehead University launched the much-anticipated sequel to its "Yale Shmale" campaign (a tough act to follow!). The "Do Something" campaign, featured on posters throughout the Greater Toronto Area and the theme of a microsite, presents prospective students with serious social issues, and the choice to "Do Something" or "Do Nothing." The campaign "positions Lakehead University as an ethical and socially responsible institution concerned about global issues, and draws on emotionally powerful images depicting climate change, pollution, poverty, and war."  Description of campaign | Media blocking chart

The campaign microsite, http://www.dosomethingnow.ca/, provides access to facts about various issues; ask an expert; survey polls; a forum for visitors to share what they are doing to accomplish change; and contests - one geared to high school groups and another to individuals.

The "Do Something" campaign was awarded the Gold Prix d'Excellence by the Canadian Council for the Advancement of Education (CCAE) in the "Best ad or campaign" category, in June 2008.  Award media release