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CNN) — Restaurant chain KFC has launched a scholarship campaign that aims to keep it short and “tweet.”

The chain is running a scholarship contest using microblogging site Twitter to reach out to a younger generation. Applicants use 140 characters or less to explain why they deserve the $20,000 scholarship.

High school seniors have until November 26 to enter the contest, the chain said in a statement. The tweet should include the hashtag #KFCScholar.

“KFC is asking college hopefuls to tweet why they exemplify Colonel Sanders’ commitment to education and enriching their communities, and why they are deserving of a college scholarship,” the chain said in a statement.

The winner will be announced December 1 and will receive up to $5,000 a year for four years to go toward a bachelor’s degree at an accredited university.

KFC said it awards more than 75 scholarships annually.

“This year, through one of the hottest emerging forms of media, we want to offer students a creative way to realize their dreams of obtaining a college education,” the chain said.

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