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Alesha Dixon, Kano, Noel Clarke and Reggie Yates star in poster campaign to encourage reading
16 Mar 2010
Strictly Come Dancing judge and popstar Alesha Dixon, award winning British rapper Kano, BAFTA-winning actor and director Noel Clarke and presenter and actor Reggie Yates are appearing in a poster campaign to promote reading to young people. The Passion for Knowledge posters are produced in association with the National Literacy Trust and sponsored by Renaissance Learning UK Ltd.
The celebrity ambassadors, with their urban appeal, speak directly to young people from multicultural backgrounds. The posters show how much they enjoy reading and challenge stereotypes of readers. Strong literacy skills have contributed to the celebrities’ career success, as poster star Noel Clarke says: “Reading takes you to places you’ve never been before. It opens my mind to other ways of thinking. Reading about other people’s life stories and emotions inspires me to write.” Alesha Dixon says: “Reading is pure knowledge. You miss out on a life filled with imagination and experience if you don’t read: so immerse yourself in a book, let your mind soar and dream of the possibilities.”
The posters are being supported by independent charity the National Literacy Trust. Director Jonathan Douglas says:
“Our goal is to ensure that every single child in the UK is armed with the literacy skills they need to lead a happy, fulfilled and successful life. Celebrities who young people relate to are an extremely effective tool for motivating them to enjoy reading. Reading for pleasure supports the development of literacy skills.”
Director of Passion for Knowledge, Natalie Smith says:
“The campaign, previously called Star Reads, is now in its fifth year and we’re proud to say the posters have reached over 672,000 schoolchildren to date. We believe it is vital that children and young people read as much and as widely as possible because after all, knowledge is power!”
Managing Director of Renaissance Learning UK Ltd, Dirk Foch says:
“At Renaissance Learning, we understand the importance of literacy and are dedicated to encouraging children of all ages and abilities to read for pleasure. We are delighted to continue our support of these excellent posters, which I’m sure will prove a welcome addition to classrooms and libraries across the UK.”
A set of four A2 sized posters will be available for schools and libraries to order free of charge from the 18 March. Find out more
Ends
For further information about the Passion for Knowledge poster campaign or for images of the posters, please contact Anna Lindsay, National Literacy Trust Public Relations Officer, on 020 7820 6256 or Anna.Lindsay@literacytrust.org.uk. There is limited interview availability for the celebrity ambassadors. To request an interview with the ambassadors or with National Literacy Trust Director Jonathan Douglas please contact Anna Lindsay.
Notes to Editor
1. About the National Literacy Trust
The National Literacy Trust is an independent charity that transforms lives through literacy. We believe that society will only be fair when everyone has the literacy skills they need to communicate, to fulfil their potential and to contribute more to society. We campaign to improve public understanding of the vital importance of literacy, as well as delivering projects and working in partnership to reach those most in need of support.
To help us transform lives through literacy, you can make a donation. FInd out how
National Literacy Trust is a registered charity no. 1116260, and a company limited by guarantee, no. 5836486. Registered in England and Wales. Registered address: 68 South Lambeth Road, London SW8 1RL. Tel: 020 7587 1842.
2. About Passion for Knowledge
For more details about Passion for Knowledge please contact Natalie Smith on 07723 233204 or info@passionforknowledge.org
Passion For Knowledge provides schools and libraries with sets of four A2 posters that help young people to realise knowledge is power and the importance of reading. Passion for Knowledge offer 25 books to each key stage (1-4) that have been selected by celebrities and a panel who are touch with today’s ‘Urban Britain’. The books are chosen with young people in mind, enabling them to explore and enjoy reading.
3. About Renaissance Learning
Renaissance Learning UK Limited is a subsidiary of Renaissance Learning Inc, founded in Wisconsin (USA) in 1986. Renaissance Learning UK Ltd is a leading provider of educational solutions to primary and secondary schools across the United Kingdom.
Adopted by more than 75,000 schools worldwide and used by over 300,000 children in the UK every day, Renaissance Learning produces the world’s most widely used reading software, Accelerated Reader (AR) Advantage, and the world’s most successful maths software, Accelerated Maths (AM) Advantage.
Renaissance Learning works closely with the National Literacy Trust, the National Education Trust and Specialist Schools and Academies Trust, and is supported by best-selling authors for children, such as Jacqueline Wilson, Peter J Murray and GP Taylor
About the celebrity ambassadors
Alesha Dixon
Alesha Dixon is a multi-talented British singer-songwriter, dancer, model and TV personality. She first found fame with female R&B group Mis-Teeq with hits such as ‘Scandalous’. In 2002 Mis-Teeq performed and received a nomination at the BRIT Awards and later in the year won a MOBO (Music of Black Origin) Award for Best Garage Act. The group dissolved in 2005, and Alesha went on the pursue a solo career. She appeared in reality TV show Strictly Come Dancing in 2007, winning the show with professional dance partner Matthew Cutler. Her popularity on the show revived her music career, and new solo album The Alesha Show went platinum in 2008. In September 2009 Alesha became a judge on Strictly Come Dancing, replacing fellow judge Arlene Phillips.
Kano
Kano, real name Kane Brett Robinson, is a London-born British rapper with Jamaican origin. His debut album Home Sweet Home was a critical success, well reviewed across the British press, most notably in The Independent and The Observer. Many artists in the UK and in America expressed positive views of the album, including Busta Rhymes, Nas, RZA, Jay-Z, Andre 3000 and Chuck D of Public Enemy. In 2005, Kano was nominated for four MOBO Awards, winning the award for Best Newcomer. He also won an award at the first Channel U ‘Best of British’ Awards. On New Year’s Eve 2005, Kano was announced as one of ‘London's Heroes of 2005’ by Mayor of London Ken Livingstone. He was also nominated for a BRIT Award for Best Urban Act in January 2006.
Noel Clarke
Winner of the 2009 Orange Rising Star BAFTA, Noel Clarke is a British actor, director and writer. He is currently directing and producing his new feature film titled 4321. Having won the Laurence Olivier Award for Most Promising Newcomer for his performance in the play Where Do We Live? at the Royal Court Theatre in 2003, Noel became known to millions from his role in Dr Who, in which he played Mickey Smith for 13 episodes, and for his role as 'Wyman' in the much-loved Auf Weidersehen Pet. He wrote the screenplay of Kidulthood in his twenties and, on an incredibly low budget, he made a film about the lives of young Londoners. The film debuted in 2006 and won numerous awards. The sequel, Adulthood, was just as successful and went on to gross more than £1m on its opening weekend in 2008.
Reggie Yates
Reggie Yates is a British actor and TV presenter, who first began his acting career at the tender age of eight. After a range of acting parts on shows including Family Affairs, The Bill and Grange Hill, Reggie decided to move into TV presenting. The BBC recruited him to become part of the trio hosting Sunday morning kids show, Smile. Alongside Fearne Cotton, Dev and a puppet called Nev, Reggie earned cult status with his mischievous energetic appeal. Reggie’s love of music soon came to the foreground and he started work as a presenter on BBC’s new Black music station, 1Xtra aged just 18. As a stalwart of CBBC Reggie presented a range of shows, and then burst on to primetime TV hosting Top of the Pops. More recently, Reggie was reunited with Fearne Cotton on Radio 1, and the duo appeared on the Weekend Breakfast Show before heading to the afternoon slot with both the Request Show and the Chart Show. After two years together Fearne left the show and Reggie now hosts the shows solo announcing the number 1 song to the nation every Sunday at 4pm.
