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For students, music is important throughout the day.
They listen to music on mobile phones and MP3 devices, share music
and chat about latest albums.
MUSIC IS A TOOL THEY USE TO PRESENT THEIR PERSONALITY
(CLOTHING, SPEECH) AND IS A STRONG FACTOR IN SOCIAL LIFE.
BUT THEY DON‘T KNOW IT.
To demostrate this to students, we take the music away from their
daily routine. We nudge them to act.
LESS MUSIC
AT SCHOOLS
Plans from Government office leaked. Based on a research
it is planned to ban listening to music at schools
and decrease the volume of music lessons:
• Listening to music worsens the sense of hearing
• Using headphones and agressive ringtones supports hyperactivity
to children
• School intercom can‘t be heard well (danger)
• Charging mobiles increases the energy consumption
of schools by 14%
• Speakers of mobiles distracts teachers from work during breaks
Valid from 1. 10. 2014
3. 9. 2014
PUBLIC DISCUSSION:
IS THE BAN RIGHT?
During the public discussion about the importance
of music classes, a student protest was ignited on Facebook…
8. 9. 2014
Music teachers disapprove
the results, advocates
students.
Professional musicians share
their stories of role music had
during their maturing.
Psychologist confirms music
influence the concentration
of students.
SAY YES TO MUSIC
AT SCHOOLS
10. 9. 2014
Please show their affiliation by liking the Facebook Page
and adding the symbol of protest on their profile pictures.
• News related to affair are shared and discussed
• A protest song was composed by producer Mike Trafik
• Videos showing fascinating influence of music at schools spread the
existence of protest
(hacked school bell, beatbox, students drumming on things)
• Red earplug headphones are distributed among active members
After the protest creates momentum, TV Óčko express their support..
ÓČKO
EXPRESSES
SUPPORT TO
STUDENTS
20. 9. 2014
TV Óčko states it doesn‘t make sense to ban music at schools:
• Starts to merchandise red earplug headphones to masses
• Critics say TV Óčko just want to preserve the viewer ratings
(to feed the discussion)
TV Óčko reveals a competition that aims to show student‘s abilities
on music production process at schools..
CLASS HEROES
IDENTIFICATION
from 10. 9. 2014
Students trust only to each other or people they admire:
• Class heroes influence what is trendy at the group
• We identify the heroes by social analytics methods within active
protest participators
• We invite them to see the backstage of TV Óčko talk shows, meet
with the professional musicians and see the recording studio to create
strong experience
• They will be told about the importance of active participation
on music, the competition will be explained.
And the musician ask for spreading the message to classmates
and stay in contact for future advices.
MUSIC IS YOU
CLASS
HEROES
IDENTIFICA
TION
ÓČKO
EXPRESS
SUPPORT
TO
STUDENTS
LESS MUSIC
AT SCHOOLS
PUBLIC DISCUSSION:
IS THE BAN RIGHT?
SAY YES TO MUSIC
AT SCHOOLS
COMPETITION
EDUCATIONAL VIDEO
PROGRAM
EMAILING WITH SCHOOLS
AND MUSIC TEACHERS
TV SHOW
MUSIC IS YOU
program
by
data source: http://toiler.uiv.cz/rocenka/rocenka.asp
OBJECTIVES
Students
To make music classes relevant to real life of students
From listereners to performers
Music classes are collective and fun
Teachers
To explain the project and role of MŠMT and TV Óčko
To provide them with support but not directives
Deliver 200 songs performed by classes (and uploaded)
35 000 classes, 600 000 user 13-18 on FB, at least 1% of all are heroes
Strategy: Say yes to music at school
Project name: MUSIC IS YOU
The Cost of Strategy FB: 50 000 CZK (6-9 CZK CPC)
MUSIC IS YOU
CLASS
HEROES
IDENTIFICA
TION
ÓČKO
EXPRESS
SUPPORT
TO
STUDENTS
LESS MUSIC
AT SCHOOLS
PUBLIC DISCUSSION:
IS THE BAN RIGHT?
SAY YES TO MUSIC
AT SCHOOLS
COMPETITION
EDUCATIONAL VIDEO
PROGRAM
EMAILING WITH SCHOOLS
AND MUSIC TEACHERS
TV SHOW
MUSIC IS YOU
program
by
60 000 students on Facebook -> 6 000 class heroes
-> if only 5% of all influenced classes -> 200 uploaded videos

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Youn Liongs: Cyprian Miller a Honza Páv (MEC Czech)

  • 1. For students, music is important throughout the day. They listen to music on mobile phones and MP3 devices, share music and chat about latest albums. MUSIC IS A TOOL THEY USE TO PRESENT THEIR PERSONALITY (CLOTHING, SPEECH) AND IS A STRONG FACTOR IN SOCIAL LIFE. BUT THEY DON‘T KNOW IT. To demostrate this to students, we take the music away from their daily routine. We nudge them to act.
  • 2. LESS MUSIC AT SCHOOLS Plans from Government office leaked. Based on a research it is planned to ban listening to music at schools and decrease the volume of music lessons: • Listening to music worsens the sense of hearing • Using headphones and agressive ringtones supports hyperactivity to children • School intercom can‘t be heard well (danger) • Charging mobiles increases the energy consumption of schools by 14% • Speakers of mobiles distracts teachers from work during breaks Valid from 1. 10. 2014 3. 9. 2014
  • 3. PUBLIC DISCUSSION: IS THE BAN RIGHT? During the public discussion about the importance of music classes, a student protest was ignited on Facebook… 8. 9. 2014 Music teachers disapprove the results, advocates students. Professional musicians share their stories of role music had during their maturing. Psychologist confirms music influence the concentration of students.
  • 4. SAY YES TO MUSIC AT SCHOOLS 10. 9. 2014 Please show their affiliation by liking the Facebook Page and adding the symbol of protest on their profile pictures. • News related to affair are shared and discussed • A protest song was composed by producer Mike Trafik • Videos showing fascinating influence of music at schools spread the existence of protest (hacked school bell, beatbox, students drumming on things) • Red earplug headphones are distributed among active members After the protest creates momentum, TV Óčko express their support..
  • 5. ÓČKO EXPRESSES SUPPORT TO STUDENTS 20. 9. 2014 TV Óčko states it doesn‘t make sense to ban music at schools: • Starts to merchandise red earplug headphones to masses • Critics say TV Óčko just want to preserve the viewer ratings (to feed the discussion) TV Óčko reveals a competition that aims to show student‘s abilities on music production process at schools..
  • 6. CLASS HEROES IDENTIFICATION from 10. 9. 2014 Students trust only to each other or people they admire: • Class heroes influence what is trendy at the group • We identify the heroes by social analytics methods within active protest participators • We invite them to see the backstage of TV Óčko talk shows, meet with the professional musicians and see the recording studio to create strong experience • They will be told about the importance of active participation on music, the competition will be explained. And the musician ask for spreading the message to classmates and stay in contact for future advices.
  • 7. MUSIC IS YOU CLASS HEROES IDENTIFICA TION ÓČKO EXPRESS SUPPORT TO STUDENTS LESS MUSIC AT SCHOOLS PUBLIC DISCUSSION: IS THE BAN RIGHT? SAY YES TO MUSIC AT SCHOOLS COMPETITION EDUCATIONAL VIDEO PROGRAM EMAILING WITH SCHOOLS AND MUSIC TEACHERS TV SHOW MUSIC IS YOU program by
  • 8. data source: http://toiler.uiv.cz/rocenka/rocenka.asp OBJECTIVES Students To make music classes relevant to real life of students From listereners to performers Music classes are collective and fun Teachers To explain the project and role of MŠMT and TV Óčko To provide them with support but not directives Deliver 200 songs performed by classes (and uploaded) 35 000 classes, 600 000 user 13-18 on FB, at least 1% of all are heroes Strategy: Say yes to music at school Project name: MUSIC IS YOU The Cost of Strategy FB: 50 000 CZK (6-9 CZK CPC)
  • 9. MUSIC IS YOU CLASS HEROES IDENTIFICA TION ÓČKO EXPRESS SUPPORT TO STUDENTS LESS MUSIC AT SCHOOLS PUBLIC DISCUSSION: IS THE BAN RIGHT? SAY YES TO MUSIC AT SCHOOLS COMPETITION EDUCATIONAL VIDEO PROGRAM EMAILING WITH SCHOOLS AND MUSIC TEACHERS TV SHOW MUSIC IS YOU program by 60 000 students on Facebook -> 6 000 class heroes -> if only 5% of all influenced classes -> 200 uploaded videos