Geronimo to plug AimHigher scheme in Scotland

The Scottish Executive is thrashing out details with the Royal Bank of Scotland (RBS) over plans to roll out a campaign to promote higher education to under-30-year-olds.

The AimHigher campaign, which is promoted by Geronimo PR, could be extended north of the border following its success in England, where it was launched on behalf of the then Department for Education and Employment in January 2002. It was extended to Wales and Northern Ireland in 2003.

RBS, one of Geronimo’s CSR clients, already funds AimHigher across England, Wales and Northern Ireland and has pledged to pick up the tab for a three-year campaign in Scotland.

A Scottish Executive spokesman said: ‘More than 50 per cent of Scottish young people already participate in higher education. The executive is committed to widening access to higher education to all those who are able to benefit. The AimHigher programme would be in pursuit of that commitment.’

Geronimo MD Karen Harris said: ‘The campaign helps young people aim higher whatever their aspirations and because it targets children of lower ability or who are socially disadvantaged, it helps further an agenda of getting children from families with no experience of higher education into this education sector.’

AimHigher in England has been extended to run until 2006. It features a roadshow that visits schools and gives youngsters information and advice on higher education.

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