Banner ads and outdoor aimed at troubled teens thinking of dropping out of high school, the "Tough Bosses" campaign focused attention on how little financial leverage high school dropouts have, and the fact that they make 42% less than graduates do. A joint effort on the part of The Ad Council and The US ARMY, that talked to both teens and their parents. This was just part one in a two pronged campaign, that also included a more parent focused component. The parent focused work was entitled "Don't Drop Out On Your Kids" and sought to encourage parents to get more involved in their child's education.