Education Leaders Prepare "Generation TX" for Launch

The future of the state’s workforce may depend on getting Texans to feel as committed to higher education as they are the fight against cancer. At least, that’s what the state’s education policymakers are counting on.

“There are so many parallels,” says Katherine Jones, whose Austin-based agency, Milkshake Media, developed the branding for the Lance Armstrong Foundation's Livestrong campaign and was just hired by the state to promote the higher education brand in a massive campaign set to launch next month. “You’ve got a pervasive issue, and you are asking people to access a complex path.”

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