Research showed that previous Outward Bound campaigns (which had focused on the life-enrichment) were failing to motivate kids to take part in the grueling multi-week experience. So we went the other way and focused on the intense physical challenges of Outward Bound's courses. Sign-ups increased and our direct mail campaign yielded a massive increase in enrollments.
Jim Mountjoy, Curtis Smith, Mike Duckworth
One Show Gold/Silver/Bronze,
Communication Arts Advertising Annual