In order to turn students’ college dreams into action-oriented goals, the American Council on Education, Lumina Foundation for Education and the Ad Council launched the KnowHow2GO campaign in January 2007. KnowHow2GO is a college access campaign aimed at low-income students and those who are first in their families to pursue higher education who are in grades 8-10. One of the campaign’s goals is to encourage students to take tough classes that colleges usually require.
KnowHow2GO recently released viral videos featuring three characters – Algebra II, Biology and the Foreign Languages – in a cage-match setting. The characters challenge students to take them on – and highschoolers are seen rising to the challenge.
Young people in all socio-economic groups have college aspirations. In fact, eight out of 10 expect to attain a bachelor’s degree or higher, according to the U.S. Department of Education. But despite their aspirations, low-income students and those who are the first in their families to pursue higher education are severely underrepresented on college campuses.
This multiyear, multimedia effort includes television, radio and outdoor public service advertisements (PSAs) that encourages 8th through 10th graders to prepare for college using four simple steps.
The Four Steps to College
- Be a pain – Let everyone know that you’re going to college and need their help.
- Push yourself – Working a little harder today will make getting into college even easier.
- Find the right fit – Find out what kind of school is the best match for you and your career goals.
- Put your hands on some cash – If you think you can’t afford college, think again. There’s lots of aid out there.
Publicis New York
Executive Creative Director, Publicis: Eric Cosper
Creative Director, Publicis: James Rothwell
Creative Director, Publicis: Shawn Gauthier
Senior Writer, Publicis Dialog: Chris Stevenson
Senior Art Director, Publicis Dialog: Jonathan Goldberg