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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.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. To ensure that students and adult mentors who connect with the powerful messages of the PSA campaign can easily find real-time, on-the-ground assistance, we have built and continue to support a strong grassroots network of partners. To date, more than 15 state and regional coalitions and 60 national partners have signed onto the campaign.
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