The advertising guru who created Wonderbra's iconic Hello Boys poster is supporting a Chippenham arts company with a donation of over £5,000.

Trevor Beattie was so impressed with the work of Rag and Bone Arts, he is to subsidise 10 places per group in their three children’s dance and acting workshops for a year.

Mr Beattie, who is based in London, is also the man behind French Connection’s TV ad FCUK and has booked a place on Richard Branson’s Virgin Galactic SpaceshipTwo.

He said he liked the way children at Rag and Bone created their own scripts.

“Kids are naturally theatrical, born performers,” he said. “Rag And Bone give them the chance to do just that, but with a magical twist. Here, kids perform their own plays, speak their own self-scripted words. This is the future of theatre. It's fresh, creative and inspirational, for performer and audience alike, and I'm proud to help support it. This is just the start. Rag and Bone is a beautiful idea with a beautiful future.”

The theatre company, since last November a Community Interest Company, was set up in Chippenham three years ago by Laura Graham-May, who wanted to increase the arts provision in her home town and provide a creative alternative to stage schools.

She said: “We are getting kids to be creative and making the theatre up with them, instead of giving them a script and telling them to speak other peoples’ lines.

“I write some scripts, with their ideas and characters, and sometimes it's all their own words. Our work always makes the point that the kids want to make.

“It's not about making stars out of a few lucky people, or competing for roles, but bringing out the creativity and confidence in everyone and playing to their strengths. This is what theatre should be about.”

Ms Graham-May met Mr Beattie while she was studying dance and acting at the London Studio Centre and he was the creative director of an advertising agency nearby; they bumped into each other regularly in the local pub.

“Trevor’s investment will mean that we don’t have to be quite so frightened of taking risks,” she said. “We’ll be able to let more people access our sessions.

“I think there is a real need for some radical investment in the arts. Many other surrounding towns and villages are well resourced and have invested in their arts and culture scene, but for some reason, Chippenham is lagging behind. The sport and leisure is adequate, but the cultural provision just isn’t.”

Workshops for four to 12-year-olds restart on Saturday, September 19, with new sessions for aged 13 and over starting on Friday, September 18.

Rag and Bone also set up the Chippenham Community Choir run by Clive Stocker, which restarts on September 18. More information on all the groups is available at www.ragandbonearts.com or on 07850 893283.