Ideas Foundation prepares for second year of work placement scheme

The Ideas Foundation, a charity set up to nurture the next generation of creative talent, is due to run for a second year.

Developed by Robin Wight, a founding partner of WCRS, the scheme selects 14- to 19-year-old secondary school students from disadvantaged areas and partners them with a creative company for a one-month, work-related learning process.

Last year's scheme saw 40 "creativity scholars" from four schools in Hackney mentored by ad agencies including TBWA\London, Mother and Bartle Bogle Hegarty. Other companies, including ITN and the branding consultancy Interbrand, were also involved.

Wight said: "We have had such a positive response to the idea and now we know the concept works we are going to target a larger number of students, ideally around 250. We'll also go beyond Hackney and target schools in areas such as Tower Hamlets and Greenwich."

The scheme also wants to widen the scope of businesses involved and will target publishing and TV companies.

Wight added: "We need more talent in our industry and these schools are like the creative oil fields of Britain."

There are also plans to target young offenders and next year Wight hopes to involve the IPA and D&AD.

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