Schools Utilize Advertising Techniques to Get Students Interested in Education

A November 26, 2007 Newsweek article reports that some school districts are utilizing advertising campaigns to change students' perceptions regarding the importance of school. New York and Los Angeles are included as examples of school systems using communication tools familiar to students (cell phones, text messaging, etc.). The overall goal of these advertising campaigns is to help students in low-income areas understand that successfully completing school is a crucial step to achieving their future goals (such as college and careers). While some experts contend that one-on-one mentoring is more beneficial than advertising, those who support the campaigns believe that the potential of reaching at-risk students is worth at least trying.

The article is available at the Newsweek Web site.