Video: GenTX Campaign Targets College-Going Culture

In 2008, Texas received a $6 million federal College Access Challenge Grant, and devoted half of it to a campaign to change the college-going culture in the state.

It was a tall order, to say the least. According to a recent study from the Houston Endowment, fewer than 22 percent of the state's eighth graders go on to earn a higher education credential in a decade. The numbers are even lower among the state's fast-growing minority population. In order for Texas to be economically competitive, that statistic needs to rise significantly — some say up to 60 percent.

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