Smart TXTBKS project expanded to orphanages in the Philippines

Smart TextbooksThe Philippines’ Smart TXTBKS campaign, one of the most awarded campaigns in the country’s history, is being rolled out beyond schools and into orphanages around the archipelago, the idea’s creator revealed at the Ad Summit Pilinas this morning.

Merlee Jayme, chief creative officer at DM9 JaymeSyfu, in a presentation titled ‘When creativity meets humanity’, told delegates that 12 books have been converted into text message form to lighten the load for children in orphanages. Teachers have been taught how to teach from texts that children read on their mobile phones.

The Smart TXTBKS campaign, which involves turning mobile phones into textbooks, won the Philippines’ first grand prix at Cannes last year, and also recently won well at the New York Festivals Awards.

The idea has been exported overseas, with South Africa being the first country to adopt the concept, Mumbrella reported last year.


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