Govt approves Carphone Warehouse Tablets for Schools drive

Carphone Warehouse has won government approval for a major CSR initiative that aims to give all 11-year-olds access to tablet computers.

Carphone Warehouse: rolling out 'Tablets for Schools' initiative
Carphone Warehouse: rolling out 'Tablets for Schools' initiative

Andrew Harrison, chief executive of the mobile phone retailer, met education secretary Michael Gove last year to discuss the programme, with the aim of a national roll-out to schools by the end of 2013.

A Freedom of Information request made by Marketing has revealed that Gove gave the scheme his seal of approval, and instructed his officials to help Carphone Warehouse take the project forward.

The ‘Tablets for Schools’ initiative is being trialled at several locations, including Greenford High School in West London. Carphone Warehouse has partnered tablet-makers including Sony, Acer, Microsoft and Samsung for the provision of the devices.

Trials investigating the effect of tablets on attainment will conclude in September, when exam board AQA will publish a report detailing any correlative improvement in the results of year-seven pupils.

The team leading ‘Tablets for Schools’ includes Harrison, Dixons Retail chief executive Sebastian James, TalkTalk marketing director Olivia Streatfeild and Carphone Warehouse head of CSR Kesah Trowell.

The development follows last week’s announcement that education group Amplify, owned by Rupert Murdoch’s NewsCorp, has unveiled a tablet for US schools that will include learning programs for pupils and tools for teachers.

Last year, Murdoch admitted to the Leveson Inquiry that he, Amplify chief executive Joel Klein and Gove had met in 2011 to discuss several matters, including education.

A schools policy adviser at the Department for Education stressed that ‘Tablets for Schools’ is a ‘not-for-profit initiative’ and is being run ‘independent of government’.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More