标题 | TXTBKS |
广告公司 | DDB Philippines |
广告战役 | TXTBKS |
广告主 | Smart Communications, Inc. |
品牌 | Smart Public Affairs |
首次发布日期 | 2013 / 1 |
行业领域 | 个人无线通讯 |
广告口号 | none |
剧情简介 | TXTBKS is a low-tech, low-cost educational tool that transforms older generation cellphones and simcards into a e-reader capable of storing children's school books. |
哲学 | Smart, the Philippines' largest telecommunications company, took their mission to 'make text light and easy' further than ever as we introduced Smart TXTBKS. This low-tech, low cost solution turned even the oldest analog phones into a new type of e-reader. Over six months, we collaborated with respected textbook authors and publishers to refine official school texts into 160-character messages. These were then programmed into the inboxes of thousands of inactive surplus sim cards. |
问题 | 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. In fact, the only gadgets most own are one or two old analog mobiles phones, used mainly for texting. This is tragic because they're the ones who need a textbook alternative the most. Kids as young as seven must bring up to 22 books daily, leaving them exhausted and unfocused even before their first class and in many documented cases, afflicted with scoliosis. |
结果 | TXTBKS was initialy launched in 4 partner schools. Immediately, teachers noticed the kids participated more and performed better, since most of them we no longer tired carrying large heavy school books. A psychologist also noted that because the kids were fascinated with the new technology, they were more engaged in class. The TXTBKS campaign is currently under study by the Dept. of Education for possible roll-out in the 2014-15 school year in specific areas and grade levels. Currently, TXTBKS has already been adapted for use in South Africa, with other countries like India, Oman and Japan expressing interest. TXTBKS has also been rolled out in several orphanages, where administrators note that for many of the kids it is their first interaction with technology. TXTBKS makes sure they are not left behind. In such orphanages, TXTBKS has generated a STORYBKS spin-off, as award-winning and best-selling children's book author, Russell Molina, donated 10 of his books for encoding. |
媒体类别 | 案例研究 |
长度 | |
Soundtrack | none |
更多信息 | none |
首席创意官 | Merlee Cruz Jayme |
执行创意总监 | Eugene Demata |
文案 | Aste Gutiérrez |
美术指导 | Biboy Royong |
编程人员 | Buboy Paguio |
插图画家 | Dee Taar |
客户主管 | Alex Y. Syfu |
Client Services Director | Caloy Sambrano |
客户经理 | Ina Vargas-Sambrano |
制片 | Carlo Perlas |
剪辑师 | Melo Samson |
联合创意总监 | Aste Gutiérrez |
联合创意总监 | Buboy Paguio |
文案 | Aste Gutiérrez |
美术指导 | Buboy Paguio |
插图画家 | Dee Taar |
制作公司 | Tower of Doom |