Can't get kids to stay in school? Advertise
An article on the Newsweek web site says NYC is taking a cue from LAUSD and launching a marketing campaign to promote school attendance and lower its dropout rate:
Here's the plan: in January about 15,000 middle-schoolers from high-poverty neighborhoods will be given free cell phones. Through those phones kids will then receive taped—and perhaps even personal—messages from entertainment and sports celebrities reminding them to try their best in class. They'll be able to download "interviews" with well-to-do men and women who work as dentists, technicians, scientists and accountants and who will discuss the way they parlayed school success into financial security. Teachers will also use the phones to remind pupils about upcoming tests or an overdue homework assignment. When individuals or groups of kids improve their attendance, up their grades or display good citizenship in school, they'll be rewarded with free minutes on their phones and tickets to shows and sporting events. Kids who get phones will also be assigned mentors.