The Ad Council, Lumina Foundation for Education, and American Council on Education (ACE) launched their "Know How 2 Go" campaign this month, targeting students in grades 8 through 10. The goal of the ads is to educate students on the preparation needed to pursue PSE, and includes slogans such as "You can't dream your way into college," and "Diddly squat: what most kids know about preparing for college." By appealing to younger students, it is hoped the message will reach kids in time to begin preparing both financially and academically. Research has shown both that low-income and first-generation students are underrepresented at colleges and universities, and that low-income parents expect their children to take the initiative in pursuing an education. (subscription required) |