A limited budget meant that a wide use of traditional advertising media like TV was impractical. Rather, a "Life Accelerator" web-based program was designed to present the Navy in a nonthreatening environment as well as one in which teenagers were comfortable (teens are online so percent more than adults). The website was supported by an economical media plan designed to drive traffic to the site. Radio (95 percent of teens listen 10 or more hours a week) and other Internet venues received a lot of the resources. TV was used in a more traditional sense—e.g., MW as well as a direct-response medium to generate leads to be followed up on by Navy person net
In the first few months of the campaign, the Life Accelerator had more than 200 million hits, which were in turn referred to recruitment tables. Potential prospects spent so percent more time at the site and viewed more pages, and recruitment offices reported an increase in candidates who came in with Life Accelerator pages in hand. Overall, 225,3i6 leads were generated, 0 percent above the goal. The goal of 53,000 enlistments was easily achieved.