Prom season is the only time that teen aged guys want to dress up. They don't own their own tuxedos, so they rent them. By placing a uniform widely considered to be more formal than a tux alongside the tuxedos with the message, "You can not rent what must be earned." We were able to challenge the target to become something bigger than themselves.

Local recruiters offered their uniforms, the only cost involved was dry cleaning, the tag was produced within the agency. Marine recruiters don't track the origin of each new recruit, they said they believed this did an excellent job of sending a positive message.