The Ad Council, in partnership with the American Council on Education and the U.S. Tennis Association, debuted new TV public service advertisements (PSAs) at the US Open Wednesday on behalf of the national KnowHow2GO campaign.
It is designed to encourage low-income and first generation students to take the steps necessary to prepare for college. The ads will premiere on TV screens throughout the Arthur Ashe Stadium during the tournament.
“Higher education is the surest path to future success for young men and women and their families,” said ACE president Molly Corbett Broad. “KnowHow2GO has helped thousands of low-income and first generation students realize that postsecondary education is within their reach and empowered them to plan and prepare for the opportunities before them.”
This year’s creative features tennis-themed TV PSAs, created pro bono by ad agency DDB New York, which focus on the persistence required to achieve a goal. The message is that mastering the tennis court takes hard work and persistence, just like the path to attending college. The teens featured in the spots are a part of the National Junior Tennis and Learning (NJTL) program.
The PSAs direct audiences to visit www.KnowHow2GO.org, which features a wealth of information, including step-by-step planning guides for students in both middle and high school, facts on costs and financial aid, college prep quizzes, conversation starters and links to additional organizations and programs’ resources.
The TV ads will premiere on screens inside the stadium during the tournament. Additionally, USTA will feature content about the campaign on its website, USTA.com, and social media channels. Furthermore, ESPN2 and the Tennis Channel will be airing the new PSAs during the tournament.
The Ad Council will distribute the new PSAs to media outlets nationwide this week. Per the Ad Council model, the ads will air and run in advertising time and space donated by the media.
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