McGraw-Hill Lifetime Learning: "Big Hero" Print Ad and Direct Mail Postcard. A reworking of a successful ad campaign used by Xebec Interactive (which McGraw-Hill Lifetime Learning acquired in 1998), this campaign promotes McGraw-Hill Lifetime Learning's full range of self-paced learning modules. The "big hero" is a HR Manager who trained 5000 employees at 138 locations in less than a year using the featured courseware -- is based on a case study of a McGraw-Hill Lifetime Learning Client.

Hawthorne brought in a designer to ad new life to this old campaign, wrote the copy, and placed the ad in several training publications. A direct mail campaign accompanied the advertising campaign.