A two-pronged national college access campaign set to launch this fall will encourage low-income students to take the necessary steps to college and connect them with helpful information and resources.

Public service announcements (PSAs) will be distributed this fall to more than 200 media markets nationwide. The PSAs will be part of a multimedia campaign using television, radio, print, billboard, bus and shopping mall signage, and the Internet.

For the target audience of eighth-, ninth- and 10th graders, the PSAs are intended to be a “wake-up call” to convey an urgency that college requires years of preparation and planning.

“Good grades and big dreams aren’t enough to get into college,” according to the first TV spot. “There are actual steps you need to take. Finding someone to help is the first and most important.” In this spot, students send paper airplanes aloft, each plane signifying the sender’s college dreams – and a call for help.

The media messages will refer viewers to a national Web site (www.KnowHow2Go.org), where students will be linked to a database of local resources and support organizations.

In some media markets, the PSAs can be customized to highlight state or local Web sites that are operated by higher education agencies or other entities. To customize and “co-brand” the campaign, these partner organizations will be asked to refer students to local college access programs, universities, schools, youth organizations and community groups. These affiliates will form a support network to respond to students who see the media campaign.

The American Council on Education is coordinating and mobilizing this network. The Ad Council is producing and distributing the media campaign, which is being underwritten by Lumina Foundation for Education.