A: KnowHow2GO is a national college access campaign – sponsored by the American Council on Education, Lumina Foundation for Education and the Ad Council – that encourages and prepares low-income 8th through 10th graders to actively pursue higher education. This multiyear, multimedia effort includes television, radio and outdoor public service advertisements (PSAs), and is supported by a grassroots network of partners.
The Ad Council initially approached the American Council on Education (ACE) with the idea of producing public service advertisements (PSAs) about college access. ACE was happy to lend its expertise, and quickly pulled in Lumina Foundation for Education as a funding partner. ACE and Lumina then hired Powell Tate, a strategic communications firm, to assist with implementation of the campaign on the grassroots level.
Q: How is this campaign different from other college access campaigns?
A: This campaign is different because, while it is national in scope, success lies at the local level. KnowHow2GO is rallying existing college access groups across the country and helping them work together for the first time. Each organization contributes to the overall goal of increasing college enrollment among low-income and first-generation students by engaging them in campaign activities in their area.
Q: Why are students the main focus of the KnowHow2GO campaign?
A: The decision to make students the primary audience of the campaign was based on research conducted by the Ad Council. Focus groups and surveys of low-income students, parents and guardians revealed that half of parents (57%) leave the decision to go to college up to their children. We therefore targeted our outreach to students in grades 8-10 who have college on their radar but don't necessarily know the needed steps to get there.
Q: How are you helping students connect with adult influencers who can support their college preparation process?
A: To ensure that students who encounter the PSA campaign can connect with local experts on college readiness, KnowHow2GO is building and training a grassroots network of partners to personally guide students through the four steps to college. Currently, there are KnowHow2GO coalitions in 16 states – and local and national partners operating across the country. Students seeking help in their area can click here to find it.
If students know adults who can help them through the college preparation process, they can click here for tips on broaching the subject.
About Implementing the Campaign
Q: We'd love to help, but our budget is tight. How can we participate in the campaign?
A: This is an issue facing every state and regional partner. There are some campaign activities that don't require too much time or money, like adding a link to the KnowHow2GO Web site on your site, handing out KnowHow2OG's free collateral materials to your members and attending events sponsored by other partner groups. You can also help encourage local media to donate airtime for the public service announcements (PSAs). For more information, contact the partner helpline at 1-888-716-6382 or partnerhelp@KnowHow2GO.org.
Q: We've never partnered with another organization before, especially not one with similar goals. Is it possible for us to work together?
A: Definitely. It has been our experience that it doesn't take groups long to appreciate their commonalities. After all, you all share the mission to expand college access. Each organization brings different expertise and resources to the table. Call the campaign support line to find out additional information about groups working in your area.
Q: Which organizations are KnowHow2GO partners?
A: Since the campaign launch in January 2007, more than 60 national partners and 16 state coalitions have come on board. Click here for a comprehensive list of KnowHow2GO partners.