To emphasize the focus of its new campaign, the United Negro College Fund has somewhat altered its famous tagline. Your brain is no longer just a terrible thing to waste, it\’s also a wonderful aspect to invest in. The general public service ads advertising the brand new slogan are coming along to create attention to the new campaign to improve investment in higher education of young African-Americans, reports Diverse Issues in Advanced schooling.
The campaign C which was created by Y&R in partnership with the Ad Council C was announced by UNCF President Dr. Michael Lomax. The area was packed with education luminaries including U.S. Secretary of Education Arne Duncan, Chancellor of D.C. Public Schools Kaya Henderson and former UNCF executive director Vernon Jordan.
To promote its message, UNCF will air 5 new 30-second PSAs that will star real students from around the country recounting their experience and with others to invest in UNCF’s mission.
Another video, for example, showed students named David, who was raised in the housing projects of Cleveland.
\”Education for me has been a way to get away from the idea of what was an ordinary life,\” he said. \”I want to be in a position to impact the community. Not only look back on where I originated from, but to reach back to where I came from and pull some people up with me. I\’m David, and I am your dividend.\”
Lomax explained the PSAs were designed with the intention not only to raise money, but to inspire other children to go to and through college.
\”Our individuals need not only financial support and rigorous academics, they need us to foster a college-going culture -,\” Lomax said.
Although yesteryear decade has seen progress on African-American senior high school graduation and college enrollment rates, based on Duncan, there is much left to complete. Raising college enrollment rates calls for breaking down financial and other socioeconomic barriers, he noted, and a failure to do this will result in the nation losing out on a generation of leaders, thinkers and job creators who\’d all have played a role in America’s economic future.
According to Lomax, UNCF\’s purchase of African-American education after nearly 70 years has totaled a lot more than $100 million annually in scholarships for more than 10,000 students at a lot more than 900 colleges across the country. He added that UNCF African American scholarship student recipients possess a 70 percent six-year graduation rate, 13 points higher than the national average for those students and 32 points greater than the national average for those African-Americans.