When the CSU Stanislaus introduced a new online service for students to manage their accounts with, I was asked to help get the word out. I didn’t want to just throw another flyer out there that said, “hey kids, register for this new service we have.” That wouldn’t be effective or attention-getting. Instead, we used photos of students who are looking absolutely shocked at whatever content they were viewing on their computers. The immediate question begged is “what could they possibly be looking at?!” The humor of the campaign resonated well with our particular demographic and the overall unexpected nature of the piece brought a lot of attention to our message. In the end, success was achieved with a high registration rate in a short amount of time.