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Award: Black Pencil

Black Pencil / Integrated / Integrated / 2009

U.S. education is in a crisis. The world's wealthiest nation is ranked 20th in maths, science and reading. We were asked to rebrand scholastic achievement for New York City's public school students by re-enforcing the connection between academic performance and success.
Launched in 2008, the Million is already in the hands of more than 3,000 NYC public school students. Within two weeks of the launch, teachers, principals and administrators recognised marked improvements in students' attendance, behaviour, homework completion and grades. As the Million continues its New York City rollout, school districts around the world have already expressed interest in piloting the Million programme, giving it the potential to become the largest global communications network. And it all started with a free, fully-functional mobile device.

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