Street Science, a school supply maker with an urban focus, launched a print and TV campaign made up of public service announcements with musicians such as Swizz Beatz, DJ Enuf, and Young Berg.

In the 30-second spots, which hit the Internet last week, the musicians talk about the importance of staying in school. In some of the ads the stars hold Street Science notebooks, which feature drawings of elements of hip hop, including microphones, MCs and camouflage.

Print ads are in September issues of publications such as Giant, Vibe and XXL while TV channels MTV, VH1 and Nickelodeon will be asked to run the ads.

"Our goal was to try to get personalities and artists who are in the target range of our target consumer," said Joseph Anthony, founder of Street Science. "We didn't want anyone who had achieved goals that were seemingly unattainable. We wanted to pick people with careers that are accomplishable."

The next round of ads, which Anthony hopes to launch before the end of the year, will showcase executives in the recording, fashion and publishing business.

Street Science was created by Vital Marketing, a New York-based multicultural marketing firm.