Edward James Olmos is telling parents to stand and deliver when it comes to their children and their futures…

This Hispanic Heritage Month, the 67-year-old Mexican American actor is among the Latino celebrities making parents aware of the many resources available to help them send their kids to college.

Olmos recorded a public service announcement (PSA) to encourage Hispanic parents to look into scholarships and planning tools for their children.

The campaign, launched by the Hispanic Scholarship Fund (HSF) and the Ad Council, aims to offer access to the resources Latino parents need to help their children prepare, plan, and pay for college.

Today, Hispanics make up 19 percent of college students from the ages of 18 to 24, a number that is up from 12 percent in 2008, according to the HSF.

The PSA campaign empowers parents to help their children navigate the college application process and access the resources and support needed to excel in their studies and graduate.

According to a 2009 Pew Hispanic Center survey, 88% of Latinos ages 16 and older agreed that a college degree is necessary to get ahead in life today, as compared to only 74% of all Americans ages 16 and older.

Other celebrities filming PSAs include CSI: Miami alum Adam Rodriguez and Univision co-anchors Jorge Ramos and María Elena Salinas.