"There's an attempt here to educate the public on the importance of freight railroads," says Tom White, a spokesman for the Association of American Railroads (AAR). "As Luther Miller wrote at Railway Age several years ago, 'It's the greatest story never told.' And we feel the need to tell that story."

The program -- which includes print and broadcast advertisements and a new website, http://www.tommorrowsrailroads.org -- has three major aims:

-- Show that railroads are a vital cog in the economy and transportation system;

--- Illustrate the social benefits of moving freight by rail, including reductions in traffic congestion and air pollution, and

-- Note that railroads are using technology to become safer and more efficient.

The first ad ran in yesterday's Washington Post, and subsequent print ads will appear in business magazines and other newspapers, White said.

Under the heading, "When we say ALL aboard, we mean it," the ad copy reads:

"You might not realize it, but freight rail transportation is important to you no matter where you live. Why? Because seventy percent of all automobiles made in America are shipped by freight train. So is forty percent of America's grain harvest. Computers, steel, lumber, plastics, fruits, vegetables and wine. All shipped by train.

"Freight railroads are faster and more efficient than ever.

"A single freight train can carry the load of up to 500 trucks. With America 's roads more congested than ever, shipping goods by train significantly reduces highway congestion. And according to U.S. Department of Energy research, trains are at least three times more fuel-efficient than trucks. That means cleaner air and reduces our dependence on foreign oil.

"Freight rail. We tie local businesses together into one national economy. Chances are, the things you'll use tomorrow are taking the train today."

The ad campaign has to do two things at once. First, it has to shatter misconceptions the public has about freight rail. And then it has to educate them.

Focus groups conducted before the campaign was conceived showed how much the public has to learn.

Participants viewed railroads as moderately important to the economy, but connected mainly to the so-called old economy and commodities such as coal and grain rather than consumer goods.

Less than half of participants viewed railroads as environmentally friendly, and just over half thought railroads are an important part of the future. And only 20 percent of participants gave the railroads high marks for using technology effectively.

"There is a real need out there to educate," White said. "There is not enough understanding of what freight railroads do." That applies to the public as well as key decision-makers such as state lawmakers and members of Congress, the AAR says.

Television ads will air on cable business and news programming beginning next month, White said. The print, radio and television ads will run at least through the end of the year. The AAR won't say how much it is spending on the campaign.

The new Web site features information about railroads, including a freight rail fact book, copies of the print ads, a state-by-state look at rail statistics, and a video message from AAR President Edward Hamberger.