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The UC has launched a new public education effort to better inform Californians about the many diverse ways UC contributes to their lives and to the life of California. The effort, funded by private endowment funds, was begun last week on the Web, the radio and through other information outlets.

"The educational quality of UC is widely recognized," said Katherine Lapp, UC executive vice president for business operations, who currently oversees the university's external relations. "But the broader societal benefits of UC, and its active presence in communities beyond the boundaries of its campuses, are not as well known or understood."

UC will use its own Web sites and other communications vehicles to carry these messages, but to reach broader audiences, it will use external media as well. Elements of the effort will include:

• Web advertising on California newspaper sites and other news Web sites;
• Radio spots on National Public Radio stations in major California markets;
• A Web site, www.universityofcalifornia.edu/ucthewayforward, with an informational video about the public contributions of UC and examples of additional ways in which the university's work benefits California; and,
• Placements in a variety of other print and electronic communications vehicles operated by the university.

The effort will be most accessible in major California media markets, including Los Angeles, the San Francisco Bay Area, Sacramento, San Diego and Fresno.

The university is using $700,000 in private endowment funds for the project, which does not involve any state funds or student fee funds.

— Dateline staff