Not every kid is born to be a doctor, scientist or astronaut. Some are born to be masters of hair, makeup and fashion. With a series of "if you get it you get it" outdoor ads and a campaign of “radio commercials of destiny” booked during drive time when a parent would be driving the kids to school, “born to this” created a conversation between the future student and the parent who would be endorsing (an often funding) that career choice.