86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.
Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

TXTBKS

Grand Prix
ClientSMART COMMUNICATIONS
CategoryA03. Viral Marketing & Messaging for Mobile
TitleTXTBKS
Product/ServiceSMART PUBLIC AFFAIRS
Entrant Company DM9 JAYMESYFU Makati City, THE PHILIPPINES
Advertising Agency DM9 JAYMESYFU Makati City, THE PHILIPPINES
Credits
Name Company Position
Melo Samson Tower Of Doom Editor
Carlo Perlas Tower Of Doom Producer
Ina Vargas Ddb Dm9jaymesyfu/Digit Account Manager
Caloy Sambrano Ddb Dm9jaymesyfu/Digit Client Service Director
Alex Syfu Ddb Dm9jaymesyfu/Digit Account Supervisor
Dee Taar Ddb Dm9jaymesyfu/Digit Illustrator
Buboy Paguio Ddb Dm9jaymesyfu/Digit Associate Creative Director For Digital/Art Director/Programmer
Biboy Royong Ddb Dm9jaymesyfu/Digit Art Director
Aste Gutierrez Ddb Dm9jaymesyfu/Digit Associate Creative Director/Copywriter
Eugene Demata Ddb Dm9jaymesyfu/Digit Executive Creative Director
Merlee Jayme Ddb Dm9jaymesyfu/Digit Chief Creative Officer
Links
Entry URL

Brief Explanation

Smart Communications is the Philippines largest mobile company. Through their Smart Public Affairs group, they are actively engaged in several CSR programs which include disaster preparedness, community building, livelihood and of course education. TXTBKS targets public school kids, many of whom belong to families who cannot afford e-readers. These kids usually walk miles to go to school carrying in some cases as many as 22 books to school, leaving them tired and unable to focus on their studies. With the current shift toward smartphones, Smart Communications had an abundance of inactive, older sim cards which would simply go to waste. In these sim cards we saw the opportunity to resurrect older technology and make them beneficial to the less fortunate. So with the help of textbook publishers, the current editions were condensed so they could be encoded into the inboxes of sim cards. When loaded into any analog phone, which have become increasingly affordable, kids could now access their books in a format that was lightweight and easy to use. These sim cards were initially distributed to 4 partner public schools. Immediately, school bags became 50% lighter. Within months, attendance had increased by 90% and the average performance of students increased by a surprising 95%. These results encouraged Smart to pursue its TXTBKS project, by including more subjects and more grade levels, for immediate nationwide release to public schools.