Education in Uganda and across the developing world suffers partly from a lack of school books. MTN and South African Agency Metropolitan Republic decided to help address this problem by creating virtual libraries in their newspaper print ads. Via USSD, a simple cell phone technology accessible by feature and smart phones, people could type in a books unique code and download a free copy of the book.
The campaign recently won a gold for the Ubuntu award, and a Grand Prix for media innovation at this years Loerie awards. Enjoy