Is Million really a great idea?

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

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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