Jenifer Howard at North Castle Advertising in Stamford, Conn., sent me a press release about an initiative they are undertaking to figure out how to "market" math and science to teens. From the release:

"Can the power of marketing – so effective in selling Mountain Dew, Nike Shoes, iPods and other products — be unleashed to "sell" middle school and high school students on the benefits of studying math and science? North Castle Advertising in Stamford, Conn., an expert in youth marketing, is set to test the theory that marketing, in its traditional forms used for selling consumer products and services, can also influence and encourage America's teens to embrace math and science. This crucial and timely issue will be tackled at North Castle's TEEN DAY, scheduled for Wednesday, June 29, 2005, and held at the North Castle Advertising at 15 Bank Street in Stamford, Conn. Taking a page out of the popular television show "Apprentice", some 48 teenagers will be given a math/science marketing problem to solve. Working in teams and guided by agency personnel, the students will develop campaign solutions in the form of peer-to-peer advertising communications focused on creating a passion for the study of math and science. The mock pitch participants will return to the boardroom to present their ideas to a panel of agency judges."

I think this sounds pretty cool — hey, if Christians use marketing technigues to sell their faith and anti-tobacco campaigns use marketing techniques to sell health, why shouldn't teachers and educators use it to sell learning? Or to take it out of the "marketing" realm — just figure out ways to make learning fun. We all had a teacher at some point who came up with a fun game as a way to teach something (not so different from the "Apprentice" model described above). The only difference here is modeling the "game" or fun way to learn after something in pop culture that teens will relate to.

Maybe instead of looking at how to "privatize schools," charities interested in education should hire ad agencies to work with public schools and teach them how to "market" their lesson plans.

On a separate but related note — Wired via Phatgnat reports on a California school using Dance Dance Revolution and other Playstation games in the classroom to help fight obesity.

Categorized under: Education, Gaming, Youth Marketing

You can skip to the end and leave a response. Pinging is currently not allowed.