The battleground for first-preference university applications is always fierce, with several leading universities jostling for position. ECU needed to break through the apathy of stressed-out students with a compelling message that would reflect their reputation as a flexible, modern university with a strong student-service approach. To bring ECU's commitment to student services to life, we decided to create a faux department within the university that would deal with student's stress in an appropriate way. The microsite was a chance to see the department in action, relax and have some fun! A long way from the usual University advertising.