Govt trumpets London's state schools

The Department for Education and Skills (DfES) is seeking to bolster public confidence in the capital's state schools through a campaign, 'London Schools Celebrating Achievement'.

Geronimo Communications has brokered a deal between ‘outdoor media group' Viacom Outdoor and ad agency Leo Burnett. Ads will feature on London buses and in 12 Tube stations.

The pro-bono drive promotes London's state schools as among the best in the country, said Geronimo account director David Prescott. ‘In one in four London schools, 70 per cent of pupils achieve at least five good GCSEs, nearly double the number in 2001.'

Leo Burnett and Viacom will donate ad space and time in exchange for positioning the campaign as part of their CSR programmes, added Prescott.

Seven schools and their former pupils are involved, including basketball player Tyrone Ramsey, educated at St Aloyssius College in Islington, and ballerina Lauren Purton, who studied at Brampton Manor School in Newham.

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