Keighley businesses are being given the opportunity to become part of a ground-breaking youth initiative, while at the same time increasing their marketing profile and successfully managing "proof of age" issues -- without needing to invest a penny.

North Street businesses Asset and Rocco Tony Hair Design, along with Pizza Ranch, in Church Street, are among the first to get involved with Connexions Card -- the new Government smart-card aimed at encouraging 16 to19-year-olds to stay on in learning -- and are currently offering discounts to young people.

The Connexions Card, launched by the Department for Education and Skills in Yorkshire and Humberside in May, is part of the Government's broader Connexions Strategy.

It encourages teenagers to invest in learning and work-based development by awarding points for attendance, which they can trade in to get rewards. They will also be able to use the card for on-the-spot discounts and special offers from retailers and other businesses.

The initiative includes local, regional and national businesses, offering young people special deals on music, food and drink, clothing, health and beauty, travel, telecoms, books and media, as well as leisure and entertainment.

The card, which is available free to all 16 to 19-year-olds in England, also holds secure information on age and identity, offering retailers a solution to the on-going problem of under-age sales.

Ian de-Whytell, of Crash Records, in Leeds, said: "We're very pleased to be taking part in the Connexions Card initiative. It's early days while schools and learning centres in the region begin to sign up to the card, but we're beginning to see a difference already.

"It's a win-win situation all round: young people get to pay less for things and we get marketing opportunities. With no cost to businesses, this is well worth doing.

Connexions Card director John Warwick said: "This is a great opportunity for businesses, offering an unprecedented chance to reach out to 16 to 19-year-olds, a notoriously difficult group to reach.

"By 2003 up to 1.8 million young people nationally will be carrying a Connexions Card and regularly checking out the web site for offers in their region. By getting involved in the programme, you're not only benefiting your business, but you're also helping to support a fantastic initiative."

Local businesses which want to get involved should call Connexions Card on 0808 172 5555.

By autumn 2002, the Connexions Card will be available to all 16 to 19-year-olds in England, whether they opt to stay in school, choose to enrol in outside training courses, undertake community work or are in employment.

For those undertaking some form of post-16 learning, opportunities, such as recording a track in a professional music studio, are also available.

Arsenal Football Club, Pleasureland, Encyclopaedia Britannica, PlayStation, The Pepsi Chart Show, McDonald's and BSM are among the first national brands to offer discounts to card holders, along with National Express and PlayStation Magazine.