Colleges are organising more state school visits
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Oxford and Cambridge universities are organising promotional visits to school children as young as 11 in an effort to increase state-school applications.
Academics and students are helping with lessons, as well as trying to dispel the idea that both institutions are "elitist".
The number of visits by pupils to Oxford and Cambridge colleges has also been increased, with more educational resources becoming available on websites.
Rosemary Butcher, head of schools and colleges liaisons at Cambridge, said: "We are conscious we don't always have a positive image among people who don't know much about us.
"We need to show people here are as normal and friendly as anywhere else."
The universities have both organised visits by students to sixth form colleges for many years.
This year, they are attempting to reach a larger audience, with road shows expected to attract up to 10,500 school children.
It is hoped that targeting younger pupils will raise aspirations at pre-GCSE level.
'Exciting opportunity'
Ms Butcher said: "We talk about universities in general and what it's like being a student. A lot of the people we meet are those who might not normally go into higher education.
"We tell them about subjects like careers, the costs of studying and what life is like here."
In 2002, Cambridge selected 56% of its UK undergraduate intake from the state sector. For Oxford the figure was 54%.
Combined, they have received an extra 1,000 applications from state pupils during the last year.
Cambridge has taken on three recent graduates as schools liaison officers.
And of its 29 colleges, 24 have formed links with specific local education authorities.
For instance, Gonville and Caius College has made contact with schools in Tower Hamlets, London.
Ms Butcher added: "A group of GCSE students recently had a talk by one of the academics about poetry.
"It's not an attempt to replace normal teaching, but for the brighter students it represents an exciting opportunity to talk to an expert."
Oxford, meanwhile, has set up a programme to improve links with pupils aged 13 to 18 in Dudley, in the West Midlands.
Each school in the area selects 50 children to take part in
workshops, both in Dudley and at the university.
The activities include a mock parliamentary debate at the Oxford Union Society and a rainforest studies session at the University's botanical gardens.
A spokeswoman said: "We hope this will inspire people to consider higher education and make them aware of the benefits it offers them."