A Case Study of SchoolCards™: Innovative Communication with Teenagers in Secondary Schools

In March 1999, postcard advertising company Boomerang Media introduced ‘School‐Cards™’ into 300 secondary schools across the UK. Today, these cards are available in 1,000 schools reaching approximately 1.4 million secondary pupils. These free postcards provide information of interest to pupils, ranging from educational, social and cultural messages to teenage products and issues. A small proportion of cards is available for advertising or sponsorship, within strict guidelines. Any form of commercial activity within schools is a contentious issue. Yet the popularity of SchoolCards™ suggests it is possible to win the support of schools and advertisers, whilst benefiting and appealing to the fickle teenage audience. This paper describes how the School‐Cards™ scheme was developed, from concept to implementation, analyses postcards' effectiveness as a communication tool and suggests considerations for companies seeking to promote their brands within schools.