New York City Department of Education: Million

Name	Position	Company
David Droga	Creative Chairman	Droga5
Andrew Essex	CEO	Droga5
Ted Royer	Excutive Creative Director	Droga5
Duncan Marshall	Executive Creative Director	Droga5
Ben Nott	Creative Director	Droga5
Cam Blackley	Creative	Droga5
Matty Burton	Creative	Droga5
Craig Batzofin	Digital Producer	Droga5
Thomas Beug	Producer	Droga5
Scott Witt	Creative Director Of Media	Droga5
David Park	Designer

Re-brand scholastic achievement for New York City's 1.1 million public school students by re-enforcing the connection between academic performance and future success.

Instead of crafting a traditional advertising campaign, we chose to recognize and reward students' personal achievements with something they actually wanted. By partnering with Verizon and Samsung, we developed the world's first communication device fueled by academic performance. The Million is a free cell phone with free talk time and text messaging rewards for excellent attendance, behavior, classroom participation, homework and grades. The more students excel in school, the more they get out of their phone. Learning is earning.

Though the program was initially met with resistance, just two weeks after the Million launched, teachers and administrators recognized improvements in attendance, behavior, homework, participation and grades. Additionally, principals realized a valuable byproduct in the bi-weekly recording of student improvements - schools no longer have to wait until end of each quarter for student data, and can address individual and school-wide issues immediately. The instant success of the Million program has sparked calls from schools all over the globe. Our hope is to continue to expand the program to other school systems worldwide struggling to close the critical achievement gap.