"Aim higher" was the message from Allan Wilson, the new Deputy Enterprise and Lifelong Learning Minister, as he launched a roadshow aimed at encouraging more pupils to opt for college, university or training.
The campaign will target 17,000 pupils in S2-S3 from more than 140 schools, particularly those from families with no previous experience of college or university. Recently qualified graduates will hammer the message home.
The initiative is supported by the Royal Bank of Scotland at a cost of Pounds 1.2 million over three years as part of its community investment programme.
The Executive will contribute pound;20,000 towards funding promotional materials.