It looks like some teenagers at three California high schools are embarking on a journey to find the answer to that question. As reported in The New York Times, academic classes are following the model of the popular television show “The Apprentice” and will develop ideas for the well-known “Got Milk?” campaign.
Over a period of about six weeks, these high school students will act as advertising agencies that are responsible for research, account managment, and strategy brainstorming with the ultimate objective being to increase milk consumption among the teenage population.
Students are responsible for designing ads and interactive campaigns to propose to the agency behind the milk campaign, Goodby, Silverstein & Partners. The purpose of the campaign seems to benefit both parties; students get a fun and professional academic assignment, and the campaigns gets fresh creative input. Co-chair Jeff Gooby said:
“It kind of gets us out of having to create the advertising,” said a jocular Jeff Goodby, co-chairman at Goodby, Silverstein.
He continued, more seriously: “The idea is that it’s fine to involve people in the solution of problems. And people love to see if they can do as good a job as the professionals.”
For more information, be sure to check out the article. BoardBuzz was thrilled to hear of this educational opportunity and can’t wait to hear what ideas students pitch to the campaigns to take home the winning $2000 prize and the chance to see their ideas advertised across the nation.
