Think “supermodel” and one does not immediately think of reading and writing.

But now professional beautiful person David Gandy is launching a nationwide reading competition, to help raise children’s literacy levels.

Ten Million Minutes, run by education charity Achievement for All, challenges pupils to read for as many minutes as they can in one week. The school that collectively reads for the greatest number of minutes by the end of the week will have the chance to win a brand new library or reading area for their school.

Gandy, who is an ambassador for the charity, is encouraging schools to take part. “Reading is so important in everyday life,” he said. “It’s a vital skill to have, and yet many children struggle.”

‘No brainer’

He said that he would like to see every school in England participating in the competition. “It will help encourage children to read, and there is a chance to win some amazing prizes,” he said. “It’s a no-brainer.”

The competition, which is free to enter, is also being backed by high-profile children’s authors Anthony Horowitz and Anne Fine.

‘Put down phones and tablets’

Professor Sonia Blandford, chair of education and social enterprise at the UCL Institute of Education and founder of Achievement for All, said: “Being able to read is a fundamental life skill. We want to bring back a love of reading - for children to put down their phones and tablets, switch off the TV and pick up a book.”

Primary schools can register for the competition on the Achievement for All website. The website will also include a live leaderboard, for the most competitive readers.

Runners-up will win £250 Oxford University Press vouchers, as well as notebooks and sticker packs.

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