Brief Explanation

In the world of technology today, everything can be done wherever you are. With the severity of what these victims have endured, we believe that a simple call, sms or data push wouldn’t be enough. More importantly, schools and data signal were not operational due to the typhoons. Each STRYBK had to be brought, not delivered or transmitted, to distant provinces so that stories may be told live and the technology passed on to others as we rebuild hope together.

The Brief

Re-connecting calamity stricken kids to happy endings Typhoon victims often endure suffering long after the actual typhoon has hit. Crammed in communal shelters, such victims, more so their kids, spend months sometimes years at a time facing these realities. In order to distract them and more importantly give them hope, we saw the need to reconnect these kids with fairytales, fantasies and happy endings.

Describe the success of the promotion with both client and consumer including some quantifiable results

Turning calamity to positivity one STRYBK at a time 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. The STRYBKS sessions with the children also took the place of their daily lessons while classes were suspended and schools were being renovated.

Explain why the method of promotion was most relevant to the product or service

Putting stories into SIMs to save lives Using Smart's innovation of turning analog phones into e-readers through the use of a specially encoded sim, we were able to provide them with up to 12 different happy tales from some of the country's best-selling children's book authors. STRYBKS was a low-tech innovation 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.