NYC schools: chattering classes
By Ryan McConnell
Advertising Age
November 19, 2007
Most people would assume cellphones get in the way of
learning. David Droga is betting they can help.
The creative big and founder of the start-up Droga5, who
previously launched the highly successful Tap Project
for UNICEF, is working with the New York City Department
of Education to solve the age-old problem of students
viewing academic achievement as uncool or irrelevant.
But instead of resorting to the typical advertising
solution -- the preachy, celebrity-driven "Stay in
School"-type public service announcement -- Mr. Droga is
introducing another way to motivate young adults:
technology and incentives.
"The old way is to throw money at celebrities who tell
you what to do," Mr. Droga said as he explained the
program during Advertising Age's Idea Conference last
Thursday in New York. Rejecting that approach, Mr. Droga
-- a self-professed "advertising man" -- looked beyond
his field. "We went back to [the Department of
Education] with a technology idea wrapped around
advertising."
Rewards
The result is The Million program. Referring to the
amount of students in the New York City public school
system, the program involves giving away free mobile
phones packed with learning tools such as a thesaurus,
spell checks and an extra-help tip line to each student.
The more a student uses these learning applications, the
more rewards -- discounts for movies, sneakers, clothes
and music downloads, as well as air-time minutes and
text messages -- are unlocked. Additional incentives for
achievement and attendance, including congratulatory
voice-mail messages from, say, Derek Jeter or a wake-up
call from Jay-Z, are also planned.
"What's cooler than the iPhone is something that has
almost as many applications but is free," Mr. Droga
said. In addition, the phone's exclusive nature -- only
public-school students will be able to reap the benefits
of it -- may drive up the "badge factor," adding to its
appeal.
Naturally, there'll be room for brands to latch onto the
cause. The hardware provider, based on the video Mr.
Droga showed at the conference, appears to be Motorola,
though he wouldn't confirm it. He also declined to name
the service provider that's been chosen. There'll also
be some room for advertising on the phone. After all,
the phones, while provided for free to the students,
won't be completely without cost. As such, marketers
will be able to infiltrate the students' world through
"responsible" sponsorships.
Tentative step
Not everyone is enamored of the idea, though. Despite
Droga5's plan to have the phones calling and texting
functions shut off during school hours, Mayor Michael
Bloomberg is said to be opposed to allowing cellphones
on school property. Still, the mayor has given the green
light to a one-semester pilot program that will make the
phones available to approximately 10,000 to 15,000
students this January.
"There's lots and lots of brands out there that have a
place in the students' lives," said Mr. Droga, who
wouldn't disclose the specific advertisers because of
ongoing negotiations. Putting brands in the classroom
along with the idea of essentially compensating students
for performance, is sure to be divisive among the
various constituencies involved.
"Clearly, the idea of incentivizing children is going to
be controversial," Mr. Droga said.