Recent employer surveys in the US included complaints that many students didn't attend Careers Fairs in professional attire. To address this issue, the Career Management Centre (CMC) at the Norfolk, Virginia, school created a campaign called 'Don't Be a Job Fair Dummy', that ran for a month before the March 2006 Careers Fair.

The goal of the campaign was to increase the number of students who attended the Careers Fair properly dressed. It was comprised of four components.
1. The CMC educated students regarding appropriate Careers Fair attire.
a. Careers website featured links to specific information on suitable clothing, accessories, jewellery and shoes
b. a brochure, using photos of current ODU students dressed for class, a casual day of work and for the Careers Fair
c.posters with photos of two students and the simple caption, 'Who do you think they hired?'
d. a 'How to Work a Job Fair' seminar was presented several times in the weeks leading up to the Fair.

2.The CMC created an element of amusement to attract student attention.
a. use of male and female mannequins, both complete with suits, shoes, socks, etc.
b. dummy displays set up in the CMC office which also travelled to various student events around campus before the Fair.

3. The CMC got employers involved.
a. employers were involved in many activities
b.'Is Your Image on Target?' event featured nationally recognised image coach demonstrating the difference in appearance that correct clothes and colours can make.

4. The CMC rewarded students who complied.
a. 500 US dollars was awarded to student groups with the highest percentage attending the Careers Fairs dressed for success, and individual students registered for a drawing for an iPod.

Source: Spotlight Online April 2006