Burberry links with Marcus Rashford to boost literacy skills

By

Sandra Halliday

Published
Nov 25, 2021

Burberry has linked up with football star Marcus Rashford (who’s also appeared in its campaigns) to support organisations in the UK helping disadvantaged children develop their literacy skills. 

The luxury label will provide funding to transform school libraries and donate books, ensuring children have access to safe environments and resources to develop their potential. 

The company will also support organisations in the US and Asia with similar aims.

Rashford, who’s almost as well known as a youth poverty campaigner as he is as a footballer, said of this: "We've identified a real need here. Far too many children do not currently have access to books, typically because of financial restraints, and there was a need to inspire them and allow them to see beyond the challenges they face daily. These children need the escapism of reading more than most, and access to books should not be restricted by the area you grow up in."

Burberry is supporting Britain’s National Literacy Trust (NLT) to help libraries in primary schools provide young people with the literacy skills. Research published by the NLT last month found that one in four schools in England’s most disadvantaged communities have no library or designated reading space, compared to a national average of one in eight schools. Burberry’s funding will go towards a transformation of library spaces in 10 schools most in need across Manchester, Yorkshire and London.

All 10 schools will take part in the Marcus Rashford Book Club, a programme he created with publisher Macmillan Children’s Books to encourage and nurture a love of reading in children. The schools will also receive a donation of 8,000 books.

In the US, Burberry’s existing partnership with Wide Rainbow to provide access to arts education in under-served neighbourhoods will help to create 15 libraries across New York City and its outer boroughs, as well as three larger libraries in Los Angeles, Detroit and NYC.

And in Asia, it will work with Hong Kong-based Bring Me a Book and the Japan School Library Association.