One of the most striking statistics when looking at schooling levels in the UK is that nearly 400,000 children do not own a book. These numbers become even more chilling when you consider that reading for pleasure affects children’s cognitive development far more than the family’s socioeconomic status and the educational level of its parents.
With this in mind, Burberry and Manchester United and England striker Marcus Rushford have made a commitment to help children across the UK who for one reason or another are unable to read.
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Yesterday the British fashion house announced that it will create a series of libraries in 10 underfunded schools in the cities of Manchester, Yorkshire and London, donating over 8000 books and paying for training courses for 200 teachers across England.
The initiative is accompanied by a campaign shot by London-based photographer Campbell Addy and styled by IB Kamara, featuring children transformed into beautiful little dinosaurs, young doctors, superheroes and fashion addicts.
“The creative was led by the kids. We worked with them to achieve what they had imagined for their future selves. They were so confident, smart, and they were very detailed about what they wanted, which I loved. It’s so beautiful to see how ambitious and exciting their ideas were”, Kamara said.
