U.S. education is in a crisis. The world's wealthiest nation is ranked 20th in maths, science and reading. We were asked to rebrand scholastic achievement for New York City's public school students by re-enforcing the connection between academic performance and success.
Launched in 2008, the Million is already in the hands of more than 3,000 NYC public school students. Within two weeks of the launch, teachers, principals and administrators recognised marked improvements in students' attendance, behaviour, homework completion and grades. As the Million continues its New York City rollout, school districts around the world have already expressed interest in piloting the Million programme, giving it the potential to become the largest global communications network. And it all started with a free, fully-functional mobile device.
Million -
Integrated / Integrated
-
Art Director
Cam Blackley
Matty Burton
Ben Nott -
Copywriter
Cam Blackley
Matty Burton
Ben Nott -
Designer
David Park -
Executive Creative Director
Duncan Marshall -
Creative Director of Digital Media
Scott Witt -
Creative Chairman
David Droga -
Advertising Agency
Droga5 -
Agency Producer
Craig Batzofin
Thomas Beug -
Head of Integrated Production
Sally-Ann Dale -
Digital Agency
Poke New York -
Account Handler
Julia Alba -
Client
New York City Department of Education -
Brand
Million
Description
Comments
Phenomenal campaign but from a societal perspective I found this pretty depressing.
What an incredible statement: The US is the richest country in the world, yet it finds itself ranked number 20 for the likes of maths, science and reading.
Unbelievable, shocking even. What's happening on the ground to address this?
Cell phone incentives for school children.
It looks like the campaign itself worked beautifully, and the Black Pencil is thoroughly deserved.
I just can't help feeling this 'solution' is simply an allegory for all that is wrong with education in America.
posted by Neil Cameron on 16 June 2009 at 02:34
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