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Is Million really a great idea?

Advertising, Digital

Posted by Eliza Williams, 21 August 2009, 10:36    Permalink    Comments (8)

Droga5’s Million mobile phone reward programme for schoolkids may have won a lot of awards but, beyond the hype, how effective will it prove to be in the long-term?

The Million project has picked up awards around the world, including top honours at this year's D&AD. Some in the industry have described it as the 'future of advertising'. Looking past the ad industry hype, we asked educators whether they thought giving mobile phones to schoolkids was really the best way to raise standards and levels of achievement.

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8 Comments

What I think is that the name Droga5 is the worst name possible. It means DRUGS in spanish.
daniel Robert
2009-08-21 12:18:21


i don't think he chose his surname
Joseph Feather
2009-08-21 15:27:17


Rewarding kids for turning up does not engage them.

You could give out free mobiles to get people going back to church on Sundays. I would go. But I wouldn't care for one word being said.

This all just smells like crappy parenting
Toben
2009-08-21 22:30:38


The AD industry will reward anything that says they can do more than advertising. No matter if it works or not, as long as it takes them to somewhere safe, away from the ghost of irrelevance.
Daniel
2009-08-22 10:18:53


Toben, a friend of mine got himself a christian girlfriend. He went to the church every sunday with her and is now christian himself. Kind of worked on him.
Carl
2009-08-24 00:57:36


I wonder if this incentive is enough to get children to attend school and behave themselves or are they simple giving the phones to though who would do so anyway. It would be very interesting to see the evidence one way or the other. I would certainly not have viewed it as an incentive in any way when I was in school.

I suppose the big question is would a disruptive child who has is street wise and have access to stolen mobile phones free of charge value another phone given to him legally?
Trevor Collins
2009-08-25 12:14:42


but does he have a phone, Carl?
David
2009-08-25 17:47:01


Solely turning up, won't win these kids minutes or talk-time rewards.
Good attainment + behaviour will be the main contributors to the rewarding of talktime and text allowances.
Troy
2009-08-28 16:31:54


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