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John Legend is set to front a new initiative to help lower the rate of high school dropouts.

The singer-songwriter – well known for his support of education causes – will appear in print, online and TV commercials for advertising giants Procter & Gamble to raise awareness for Communities in Schools.

“I believe that making sure that every kid has a quality education is the key to making sure that every kid has the opportunity to pursue the American dream,” Legend told The Associated Press.

Communities In Schools champions the connection of needed community resources with schools to help young people successfully learn, stay in school, and prepare for life. They are the largest dropout prevention organization in America.

“At the end of the day, he has a history of helping this cause,” said P&G’s director of U.S. operations, Jim Leish. “We’re more focused with his ability to drive awareness of what we can do to keep millions of kids in school.”

Legend – who fights poverty through his Show Me Campaign – visits schools across the US in an attempt to bring equality to the education system. He sits on the boards of Tech For America, the Education Equality Project, and the Harlem Village Academies.

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