Copywriting - BT

Right from its earliest days as a private company, BT has managed to maintain a consistent and distinctive voice: clear, engaging and human. No mean feat when you consider the size of the organisation and the scope of its activities.

Plus ça change.....

Some things don't change.

Standing in our kitchens, we have more computer-power at our fingertips than it took NASA to put a man on the moon. But we don't start each day thinking "wow!" We start each day thinking "have I got time for another coffee?" and "is that smell coming from the dog or the toaster?" and "what the hell are those kids doing in the bathroom?"

But then again....

While we're thinking about all that, somewhere there's a doctor offering a second opinion on a foetal heart-murmur, discussing a clear, sharp image of what's happening right now, inside a baby, inside a mother, inside a hospital 7,000 miles away.....


1 + 1 = infinity

Add one child to one PC and the result is anyone's guess.

The thing about computers is they go exactly where you want to go, and at your pace. You click, no one else. You're in control, limited only by your ability, your enthusiasm, and the resource at your fingertips.

Add a simple modem to a PC, and 'the resource' is, quite literally, infinite.

You can visit the Louvre, or New York's Museum of Modern Art. You can listen to music from Mozart or Mozambique or Michael Jackson. You can go to the zoo, to the library.....even to the movies!

Teachers report strange consequences. Children queuing to get into class in the morning. Children staying behind after school. Children working on their own, using their own initiative, following their own game-plan, learning actively rather than passively.

Children eager to learn and equipped to learn.

Children getting results.


b-a-a
c-a-r

Which is the dumb animal?

Sheep, it's true, ain't smart. Then again, sheep get to spend their days out in the fresh air, living a healthy life, having a good time. Well, as good as times get for a sheep.

Car-commuters, on the other hand, spend hours a day imprisoned in a little tin box, surrounded by pollution, driven mad by stress and frustration, getting no exercise, no enjoyment, and nowhere fast. In fact, statistics suggest that in many world cities, traffic now moves more slowly than it did in the age of the horse and buggy.

Little surprise, then, that so many are saying 'enough!', and heading back to be nearer their woolly alter-egos. As more and more people work with ideas, information and imagination rather than things, geography becomes ever less important.

Why go to work, when your work can come to you down the line?