New College Access Campaign Teaches Students To ‘KnowHow2GO’
With only 9 percent of low-income students completing college by age 24, compared to 75 percent of students from high-income families, a coalition of higher education advocates have launched a new multimedia campaign to show poor students that college is within their reach.
The KnowHow2GO campaign is a joint effort between The Advertising Council, the Lumina Foundation for Education and the American Council on Education, or ACE. The campaign features television and radio public service announcements, outdoor and print advertising and an interactive Web site.
The two-year campaign targets eighth-, ninth- and 10th-graders, hoping to help them become the first in their families to attend college. The campaign also seeks to encourage parents to start the college-preparation process early.
Research conducted for the campaign showed that low-income and first-generation students have high aspirations for college, but do not have clear information on what steps they need to take. Campaign research also showed that parents expect the student to take the lead in pursuing college.
“Our research with low-income and first-generation prospective students revealed that they have widespread enthusiasm for going to college, yet few are taking the necessary steps to prepare to get there,” says Peggy Conlon, president and CEO of the Ad Council.
The public service announcements were being distributed to 28,000 media stations nationwide throughout January, and included new television and radio advertising created specifically for the Hispanic community.
— By Dianne Hayes
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