Obay is a fictional mind control medication at the centre of a viral marketing campaign begun in February 2008 by Colleges Ontario, the advocacy group for colleges and institutes of applied arts and technology in the province of Ontario, Canada, and developed by the Smith Roberts advertising agency. The campaign seeks to eliminate what the group calls "academic snobbery"[1] on the part of parents, who often see colleges as inferior to universities,[2][3] and who may push their children towards the latter option against their wishes.