Ad Council launches KnowHow2Go campaign

Share this article:

The Advertising Council Inc. has partnered with the Lumina Foundation for Education and the American Council on Education to produce a national public service advertising campaign to encourage low-income and first-generation students to take the steps necessary to go to college.

KnowHow2Go is a multichannel campaign that features television and radio PSAs, outdoor and print advertising and an interactive Web site at Each vehicle delivers guiding information to students, parents, other adults and organizations.

The campaign will also use a network of grassroots partners, including mentoring and youth-serving organizations that will reinforce the campaign in local communities.

The American Council on Education will reach out to nearly 2,000 colleges and universities and higher education associations that comprise its membership to further expand the campaign.

Through a partnership with the U.S. Department of Education, students and parents can access a toll-free number to request a brochure containing tips on preparing for college.

The Department of Education is providing fulfillment and printing costs for the student/parent brochure.

KnowHow2Go primarily targets low-income students in grades eight to 10, as well as their parents and adult influencers to encourage them to start the college preparation process early.

Created pro-bono by ad agency Publicis, New York, the campaign focuses on four messages that aim to speak to young people directly. Those steps are: "Be a Pain," "Push Yourself," "Find the Right Fit" and "Put Your Hands on Some Cash."

The Ad Council, in partnership with Russell Research, conducted research with students throughout the country in September to test the new ads for effectiveness.

The new campaign will run for approximately two years. The ads are being distributed to 28,000 media stations nationwide over the course of this month.

New advertising created specifically for the Hispanic community will be available in upcoming weeks as well. All of the new PSAs will run in advertising time and space that will be donated by the media.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

De Quinto Tapped as Coke's Next CMO

De Quinto Tapped as Coke's Next CMO

The president of the company's Iberia Business Unit will take over from Joe Tripodi upon his retirement in February.

Customer Centricity Is Spurring Marketing-Tech Investments

Customer Centricity Is Spurring Marketing-Tech Investments

A majority of marketers rank customer satisfaction improvements as paramount in the technology investment decisions.

Big, Bold Moves in the C-Suite

Big, Bold Moves in the C-Suite ...

JCPenney appoints Home Depot's Marvin Ellison as CEO; Harte Hanks and JWT add hitting power to their C-level benches