A student's research project on the issue of ageism in advertising has helped him to win a university award.

James Thorpe, studying for a BSc in business management, was named Bradford University's top performer in this year's Shell Technology Enterprise Programme (STEP).

During the summer, the 22-year-old worked at Shipley-based direct marketing firm Millennium which specialises in advertising for the over-50s.

He carried out a project looking at the issue of ageism in the industry and what could be done to combat it. James, from Shropshire, said he was delighted to win the award which followed a presentation about his project at the STEP finals day. He will now go forward to a regional and then, possibly, a national final.

His study concluded that there was scope for advertising companies to do more to target the older market.

"Most people enjoy advertising, but often feel sidelined by the youth culture in advertising," he said. "They seem to aim at youth as the key to the future of the brand, but that isn't necessarily the truth with the population ageing as it is."

Naomi Watkins, research director at Millennium, said James had been a valuable asset for the business.

The business, which employs 100 staff in Shipley and in Covent Garden, London, is the only one of its type in the UK and counts Kelloggs, Age Concern and Swinton Insurance among its clients.

"Having an opportunity like this for James to come in and focus on this issue was great for us because it is very important but we wouldn't normally have the chance to address it," she said.

Melanie Powell, technology transfer manager at the University of Bradford, said the STEP programme, which has been running since 1986, had benefited scores of businesses. There were 17 students on this year's programme.

She said many large companies had their own placement programmes but small and medium sized firms often missed out on the experience.

"The main thing is for the students to get work over the summer and get experience relative to their degrees," she said. "The companies enjoy having somebody around who can do work they may have wanted to do for some time but have not had the chance because they are so busy."

The regional STEP final is due to take place at the Yorkshire Sculpture Park on October 16.