We got the kids' attention through traditional TV, Print and OOH. Then, we extended and spread the message through social media like Myspace and Youtube. We created in-depth profiles for each of our "Tough" characters seen in our traditional media. Viral videos of these characters were posted on our website, YouTube and other video hosting sites. These efforts reinforced that these "Tough" classes weren't so tough after all. It also enabeled us to speak to the kids at their level.

While final results are pending, The AdCouncil has stated that this integrated campaign "has performed cartwheels on a slim budget that will entertain, inspire and connect with the kids who need it most."