Education Is A Cause Worth Campaigning For

Publicis/New York is encouraging high school students to take the steps necessary to attend college.
According to the press release, the KnowHow2GO campaign primarily targets low-income students in grades 8 to 10, and secondarily, their parents and adult influencers. 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 particularly in low-income households, parents expect the student to take the lead in pursuing college.
KnowHow2GO focuses on four creative messages that speak directly to young people. Those steps are: “Be a Pain,” “Push Yourself,” “Find the Right Fit” and “Put Your Hands on Some Cash.”
The campaign will run for approximately two years. The PSAs are being distributed to 28,000 media stations nationwide.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.