The New York Educational Authority asking an ad
agency to help them give kids a better education?
Surely some mistake?
But no, it happened. The idea was to get Samsung
to make a special handset. During the day it is
used by students for coursework and the more they
use it (to go to the relevant sites) the more
talk-time they got so they can use it out of
school to phone, text, game and whatever.
Even though these are still early days, the
results are astonishing. Better attendance,
better, better, better.