Education Extra the charity, conceived in the early nineties by
Michael Young, Lord Young of Dartington, to address the falling quality and
standard of education in schools, in particular focusing on the areas of
literacy and numeracy.
Education Extra is uniquely placed to communicate all elements of
the educational service, as well as understanding the needs of teachers and
children at ground level.
It has excellent relations with all Local Education Authorities
and has now moved into the curricular dimension, being already totally involved
with the implementation of the Government's Summer Literacy and Numeracy
USP was retained for two years by Extra Initiatives Limited, the
trading subsidiary of the charity, to advise in the areas of marketing, PR and
By 2002 it is anticipated that Education Extra will be providing
12 million children, aged 7-18 years, with sport, music, fashion and other
lifestyle interactive information on a daily basis as part of the national
curriculum to improve literacy and numeracy skills.
This revolutionary and now proven, highly motivating format of
teaching children by using the subjects that they are most interested in,
offers potential sponsors a socially responsible and acceptable route to reach
their target market, whilst investing in the education of future generations.