Piece #1

  • SMART TXTBKS
  • Piece #2

  • SMART TXTBKS


Piece #1 - SMART TXTBKS


Company:
DDB DM9 JaymeSyfu
Award:
AME Gold Medallion
Brand:
SMART Communications Inc.
Title:
Smart Txtbks
Country:
PHILIPPINES
Competition:
social benefit
Category:
civic / social education

Talent Credits

  1. Merlee C. Jayme - Chief Creative Officer
  2. Eugene U. Demata - Executive Creative Director
  3. Biboy Royong - Art Director
  4. Buboy Paguio - Creative Technologist
  5. Dee Taar - Graphic Artist
  6. Aste Gutierrez - Associate Creative Director
  7. Ina Vargas - Account Manager
  8. Caloy Sambrano - Client Services Director
  9. Alex Y. Syfu - Chief Relations Officer

Campaign Summary

In developed countries, tablets and e-readers have become the solution to large, heavy textbooks. But for Philippine public schools students, even the cheapest model is worth more than what their families make in a month. This is tragic because they're the ones who need a textbook alternative the most. Kids as young as seven must bring into school up to 22 books daily, leaving them exhausted and unfocused even before their first class—and in many cases, afflicted with scoliosis. SMART Communications, the biggest telco in the country, thought it could make a difference with SMART TXTBKS. The campaign refined official school texts—both in-class reference materials and homework exercises—into 160-character text messages. These were then programmed into the inboxes of thousands of inactive surplus sim cards. Which were then repackaged into new Smart TXTBKS. This devastatingly simple act had an equally devastating impact. With a simple—even low-tech—solution, SMART turned even the oldest analog phones into a new type of e-reader. And old text sim cards into a new brand of textbook. Launched initially in partner schools, it made a profound sustainable impact. With school bags 50% lighter, attendance climbed to 95%, while the average test performance was 90% during implementation.



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