Letter - How can we lure kids back to science?...

Your interesting leader on the need to improve the image of science in schools and universities is a welcome kickstart to a debate that educational establishments need to have ('Why science fails to inspire the young,' 18 August).

While no one in industry and government doubts the importance of science as a subject, and of attracting more high-quality students, the issue is whether these students are interested in this message - they certainly don't, say, read chairmen's statements and letters to the FT.

Hence marketers within educational establishments need to review their comms. How to get science talked about, and talked about in the right places, is an area where focus is needed.

Despite much criticism of the format, shows such as The Apprentice and Dragons' Den have turned business content into consumable media. But we also need to look at the media increasingly consumed by the young.

Experiments on YouTube, promoting mad scientists (think crocodile lover Steve Irwin) and DfES-hosted MySpace pages could be ideal.

Lawrence Dore, MD, Mantra PR.

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