It has been said that “thought is the seed of action,” and social marketing research has shown this to be true. Knowing what to do is not enough – attitudes and beliefs must change before behavior is changed. Generation TX (GenTX) is a grassroots social movement aimed at creating a college-going culture in the Texas, particularly among underrepresented students and their families.

Several strategies are used to effectively grow and strengthen the GenTX movement, including: media, online outreach, local events with schools and partners, and developing printed materials and community toolkits. GenTX leverages proven social marketing techniques to motivate high school students to meet Texas’ College and Career Readiness Standards and teach them how to apply for college and financial aid.

Inspiring GenTX story: Araceli’s dream of becoming a kindergarten teacher keeps her focused on doing well in school and becoming the first in her family to go to college.