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. Studies show these students often lack the guidance they need to prepare for postsecondary education.
In order to turn these 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. 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.