A NEW course will teach Southampton school and college students why growing up in the city is something to be proud of and not to be scorned at.

It is hoped that the Southampton Diploma will instill a sense of civic pride, recognise the city's achievements of the past and give youngsters a better start in life.

The announcement comes after the Daily Echo revealed that Southampton's youth had been branded as among the "chaviest" people in the country and that the city is the poorest place in the south-east.

The unique scheme is part of a wide-ranging blueprint for the future that aims to make the city one of the most desirable places in the UK to live.

The City of Southampton Strategy was launched by the Southampton Partnership - a collaboration of private, public, voluntary and community sector groups - in front of 170 people at the City Art Gallery last night.

Integral to the 20-year vision is improving education, training and employment among school leavers and to plug the brain drain of talented teenagers leaving the city.

The 14 different diplomas - a part of the Government's new education system plans - will be linked to employment sectors such as retail, engineering, health and construction.

They will each be given a "Southampton flavour" to help students, aged 14 to 19, learn about the city they live in.

"The idea is to try and use Southampton as a learning resource," Southampton City College principal Lindsey Noble said.

"There is evidence that an awful lot of young people do not know about the opportunities available in the city and that is something we want to change.

"Southampton is - and always has been - a city of creativity and not a lot of young people are aware of that."

The first diploma - which will focus on the creative arts and media - will be rolled out in two years and it's hoped that at least 60 students will have enrolled by 2010.

The new education system is designed to encourage more students to stay in school for longer and to be prepared for their working life.

Southampton Partnership chair Ros Cassy said the Southampton Diploma would also instill a sense of civic pride among teenagers.

"We have to increase the number of people who have high levels of skills and to do this we must improve our schools and rise aspirations," she said.

"We're saying that it's currently not good enough and our children should get a better start in life."

One of the key trends leading up to 2026 will be to increase the percentage of the working population educated to a degree level from 24 per cent to 40 per cent.

In the long run, civic leaders want Southampton to be a "talent magnet" with universities, colleges and employers attracting new people and enterprise into the city.

Six key objectives are outlined in the strategy. They are: encouraging people to be proud of their city, putting learning and innovation at its heart, making it the major city for business in south-east England, ensuring an attractive and sustainable environment, creating a sense of place and offering diverse arts and culture.

The new Discover Southampton and Southampton Partnership websites were launched today to help promote the city as a place of innovation and creativity.