A fellow professor at the Newhouse school, Brian Sheehan approached me about getting my class involved in a project he was doing for the Recording Industry Association of America (RIAA). The purpose was to test concepts against a strategy to build awareness about the consequences of illegal downloading on college campuses. In short, do some ads to get students to think before they download. The project was conceived and concepted by Newhouse students and completed by Campdesign. It included posters, landing pages, wild postings and a viral video.