I took a group of our highest students to Oxford last year. They met a very lovely admissions officer who gave them loads of information and encouraged them to apply, stating that despite the fact that none of them would be anywhere near the normal grade requirements, it was worth it because coming from such a deprived area they would be extremely likely to get an interview. She illustrated this point by getting one student to talk through her background and explaining that having seven languages (English is her seventh) was actually really impressive. No the child would not get an A in her English A-Level, but even a C grade in those circumstances would be great. *
On the train on the way home (and it's a direct, speedy train route- you can possibly work out where I teach) I urged the kids to apply. It was met with a, 'Meh. It was a nice day out, but who's heard of Oxford?' reply.
Similarly, Cambridge came to a careers fair and ran a fantastic workshop for our students. At the end our students were dangerously polite to the Cambridge team and I knew there was trouble. I asked the kids what the problem was when they'd left: 'Miss, it's all posh white people.'
The majority of our parents have not heard of Oxford or Cambridge. Seriously. Warwick, York or Bristol are as alien to them as Russia. We do do our best, but it's a bit of a battle.
*On the basis of her advice, two students from the school are currently studying Medicine at top universities. They did not get 3 As. We phoned the universities in question, asked for advice and they seconded the view that the postcode plus personal statement would be enough to get the kids an interview. As one of the kids has been through the care system it makes me (and his social workers) cry a little bit because it's so heartwarming.