During a break from grading papers today, I was rifling through this month’s Esquire (yeah, I read Esquire…there’s nothing wrong with women reading it!) and was stopped — floored, actually — by Droga5 in NYC’s new campaign for NYC schools.
Droga5’s campaign connects the million NYC schoolkids with cell phones that function like mini-computers during the day and phones after school hours. Kids who perform well get extra minutes added to their cell phones.
While I’ll never “go capitalist” on anything and I’ll never EVER return to the advertising biz, I have to admit the following about Droga5’s idea: It’s simply freakin’ amazing!!!
There’s a restriction on uploading the video Droga5 created, but here’s how to check out what Droga5 is doing:
After you reach the Droga5 homepage, click on Case Studies….then scroll down the left to find MILLION. Click. Watch. Be totally, utterly amazed at how social justice can be compatible with rampant capitalism.
Thanks, Droga5. If your idea keeps kids in classes and learning their lessons, it is the coolest idea (branding or otherwise).
