University pokes fun with Yale Schmale campaign

Lakehead University in Thunder Bay, Ont., has launched a recruitment campaign titled Yale Schmale that takes direct aim at U.S. President George W. Bush and his alma mater.

The campaign, which started last week, features posters and a website that reads: "You can get a great education at Yale. You might even become president of the United States. But going to an Ivy League school may not be the right decision. The smart choice is a university that's right for you."

The university decided on the campaign after research found 50 per cent of Torontonians hadn't heard of Lakehead. Since the campaign release, the university has received attention from around the world.

"The reaction has been I would say both extremes," said Lakehead president Fred Gilbert, noting the campaign was not intended to be anti-American.

"There's been some negative feedback, there's been some very positive feedback, but I think that what has surprised us is that when we were targeting what was a relatively small market in the Greater Toronto Area of southern Ontario, [we found] this ad campaign had global influence and global attraction," he said.

Gilbert said traffic to the site has been heavy and close to 1,000 students have registered for more information. He also said the campaign has been successful in attracting attention to the university.