Kids as young as seven must bring up to 22 books every day.
This was the problem that DM9JaymeSyfu identified in its 2013 education campaign for the Smart Public affairs group.
"Every single work order that lands on our desk is an opportunity," DM9JaymeSyfu agency head Merlee Jayme said during the 7th Annual Internet and Mobile Marketing Summit.
Technology was the solution to the problem, but Jayme pointed out that cost was a challenge. "In developed countries you have tablets, all of these gadgets. But it is very, very expensive for us. We cannot afford it. So we had to look for other solutions," Jayme said.
This meant looking to our strengths. It was only a matter of time before they found an alternative. "We are very resourceful," Jayme said of Filipinos. "As Filipinos, ang tawag diyan ‘May pera sa basura.’"
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This led them to consider the SIM card. The idea was to use deactivated SIM cards as a storage facility for learning materials. Meanwhile, seemingly useless analog phones had a new purpose – they became readers.
DM9 then collaborated with book publishers to load the content into SIM cards provided by Smart.
The kids would no longer have to carry heavy textbooks. Reading became light and easy. "It was very simple. You turn trash to textbooks," Jayme said.
After a pilot test in schools in Makati and Bulacan, the group is talking with the Department of Education about plans to roll it out across the Philippines.
Although the look is low-tech, Smart Txtbks have made a profound difference in the children’s lives.
"We did not create the most innovative technology, but I know we created the most innovative solution," she said.
The campaign has won three Grand Prix awards, and earned plenty of attention both in the Philippines and abroad.
Smart Txtbks won the Grand Prix at the Cannes Lions International Festival of Creativity as well as the Grand Prix for Mobile and the Grand Prix of the Year for Public Service in Ad Stars in Korea.
The campaign’s success and media mileage has also led to discussions with India and South Africa. "They’re trying to learn the innovation so that they can also roll it out there," Jayme said.
In the Philippines, they’re also finalizing a "Donate a Phone" campaign, so old phones can be given new life as Smart Txtbks. "For as long as it turns on, we can use it," Jayme said.
According to Jayme, what makes the campaign great is the combination of creativity, technology, and humanity.
"Creativity is really powerful. But coupled with technology is even more powerful. If you’re into technology, you have to think of many ways to help out. Because what makes it great is when it’s coupled all the more with humanity," she said.
