There’s a huge branding campaign currently going on, spearheaded by Leicester City Council, to “put Leicester firmly on the map” and to “highlight Leicester’s ambition”.
It’s called One Leicester, includes spending £137,000 putting banners on lampposts and, according to its website:
“The partners were seeking an identity that positioned Leicester as a city that’s re-inventing itself. A city with one vision. A city whose people are unified as one. A city with a unique history. A city where global cultures co-exist. A city that’s one place where people want to live, work or visit. A city that’s number one in the region. The theme of One Leicester was a recurring one – and so the brand was born.
Last Friday I reported on a separate campaign being discussed by the city council and the National Union of Teachers.
It’s announcement came with little fanfare and yet, if it is successful, its results could be far more wide-reaching.
They want every single child, barring those with severe disability, to leave primary school able to read well enough – something that between a fifth and a quarter can’t do at the moment.
Peter Flack, the assistant secretary of Leicester’s National Union of Teachers, has called for such a campaign for many years.
I thought his idea, which he wrote about in the Leicester Mercury a couple of years ago, to display children’s school work on advertising hoardings and bus stops, to underline the city’s commitment to education, was wonderful.
For the campaign to work, the organisers want to get everybody in the city reading to children. They want volunteers from all businesses to go into schools and help out.
Most of the children who are expelled from school, who misbehave generally and even those who end up in prison can’t read properly. The implication is that they can’t follow school work properly and lose interest.
Hopefully this really can be a pioneering national initiative and people can come together to make it work.
This is the real meaning of One Leicester and everyone involved in organising it should be roundly congratulated.