But the programme is equally interesting for those looking to persuade teenagers to study at their institution post 16. What is driving them? What can we do to show that our school or college is the best for them? Here are four of my thoughts (but please watch whether you agree or disagree!).
1. Experiences matter
One of the most interesting aspects of the show was the use of MRI technology to see how teenage brains respond differently to adult brains. In particular there was a huge different in how teenagers responded to excitement and risk, whether crowd-surfing at parties or abseiling in Israel. It made me wonder how important extra-curricular activities and trips might be - both to attract students and to make subjects come alive. And if you do offer these, are you making sure to record and advertise them?
2. You need to work at social media, not just have it
A huge theme of the second episode is the influence of technology on communication and sociability as well as more mundane issues such as sleep! It's obvious to any school marketer that being on social media is especially important for 16+ recruitment (and Instagram was the clear choice of platform here), but it's also clear that interactivity and shareable content matter. And you also need to get into the mindset of the teenagers - what was it with the repeated pictures of feet?
3. Friends and parents are complementary, not a binary choice
Another ongoing theme was the growing importance of friends to teenagers. That said, many were still obviously close to their parents and aware of the conflicts that friendship causes. For those marketing to teens, you need to manage the two relationships in a complementary manner. It's emphatically not about saying 'we have fun' to the friends and 'we work hard' to parents - you need to show both aspects to both groups - they will both have a significant influence on choice.
4. There's a lot more openness about sex and sexuality
One key statistic that the show shared was that while 20 years ago the average age for 'coming out' as gay or lesbian was 25, it is now 16, showing teenagers are more secure in the reaction they will get from parents and wider society - including of course schools. Equally there was clear and open discussion of sex and relationships, again supported by a major reduction in teenage pregnancy rates. This won't be a surprise to those working in schools, but it's perhaps a reminder that talking about pastoral support, counselling or LGBT groups aren't going to put parents off your institution!
And congratulations to UWC Atlantic College for getting some great coverage as thoughtful, articulate Ivo considered taking an international UWC programme.