The Brief

Given the portability of this low-tech innovation, Smart STRYBKS proved to be the perfect medium to bring children's books to kids isolated by typhoons. As actual books were too bulky to transport, the encoded sim cards no bigger than a one peso coin, effectively turned the only device these family's had left, the analog phone, into an e-reader.

Creative Execution

STRYBKS was a low-tech innovations repurposed given the dire situation faced by typhoon victims. It was not a planned campaign, but simply an initiative to provide kids with reading materials. It further strengthened the role of mobile communications and the country's largest network, Smart, not just in the nation's development but in times of crisis.

Describe the creative solution to the brief/objective.

Victims of typhoons, particularly, children. Isolated in typhoon-ravaged areas, these kids have little access to books, an effective means to escape their harsh reality using their imagination. Through, it's Public Affairs arm, Smart has been one of the champions of education through innovation. In disaster areas, they are also one of the first to respond providing free-call centers for victims.

Results

STRYBKS has been distributed to almost 500 kids in 3 separate typhoon ravaged areas. Child psychologists had noted the positive effect it had on the kids, distracting them with the use of technology and creative stories. Surrounded by destruction day after day, STRYBKS reconnected them to their childhood.