Burberry teams up with Marcus Rashford on Youth Literacy Program – WWD
LONDON – Burberry has teamed up again with international footballer Marcus Rashford, this time to support children’s literacy programs.
As part of the initiative, Rashford and the UK brand will support organizations working with disadvantaged children and helping them develop their literacy skills.
Aiming to ensure that children around the world have access to safe environments where they can develop their skills, the brand will also donate books and fund the establishment of libraries in the UK, US and Asia.
“We have identified a real need here,” said Rashford, a youth advocate who has successfully pressured the UK government to provide children with free meals during times when they are not at home. school. He also started a book club through which he distributes books to children in low income communities.
“Far too many children currently do not have access to books, usually due to financial constraints, and there was a need to inspire them and enable them to see beyond the challenges they face on a daily basis. These kids more than most need a break from reading, and access to books shouldn’t be limited by the region in which you grow up.
He added that as the pandemic emerged, “there was a huge need for safe spaces – a space where children could come and just breathe; process their feelings.
The soccer star, who has previously starred in Burberry campaigns and worked with the brand to support youth charities around the world, said he was proud of what he and the brand have accomplished, in building on the work of the Marcus Rashford Book Club. “I hope the children will feel the benefits of these spaces for years to come. “
As part of this initiative, Burberry will support the National Literacy Trust in the UK to transform library spaces in ten schools across the country identified as most in need. Schools will also receive up to 8,000 books from a diverse set of sources, while up to 200 teachers will also receive training from the NLT – all with the aim of making books and reading spaces accessible. more easily accessible.
According to the NLT, one in four schools in deprived areas of the UK does not have a library, compared to the national average of one in eight.
The company also plans to fund the Wide Rainbow charity in the United States and the Bring Me A Book Hong Kong initiative, under the same project.
“All of these organizations play a central role in helping those who need it most to access key resources. Providing safe spaces for the next generation to develop their imaginations and create their own stories, drawing inspiration from a wide range of literature, is essential in developing their confidence and ambitions for the future, ”said Pam Batty, Burberry vice president of corporate responsibility.