Schools (with some justification) will point out that they are often competing with behavioural ‘values’ instilled by peer groups such as parents, siblings or friends and evidence suggests that where dysfunctional circumstances exist, cases are typically more prevalent.  

However the question remains - are schools really doing enough to challenge these behaviours, influence them and affect them in a positive way?

It certainly isn’t through lack of trying. PSHE is on every local authority curriculum in the country and the introduction of healthy schools a few years ago has certainly raised awareness of key issues such as healthy eating, obesity and substance misuse within schools.

However while intentions remain strong and the messages may be right in most cases, my belief is that schools are still in the dark ages in terms of how they are communicating with young people.

The truth is that young people are bombarded with messages from friends, family, businesses, printed and digital media on levels far greater than we have previously experienced.

How many young people want to take a drugs awareness booklet home with them to discuss with parents when there are 80 TV channels available to watch when they get home, 200 friends on facebook to catch up with and new music and applications on download on their I-phones?

The answer is they usually don’t and this critical information simply tends wash over them.

Unlike other competing message providers however, schools do have a significant advantage in that they have a captive audience for 1 or 2 hours at a time. This is a teacher’s time to shine; their time to create a lasting impression on the 20-30 young people sat before them.

So what can schools do to overcome the rising communications bar?

Ironically the very medium often blamed for the scourge of issues such as bullying, drinking and anti-social behaviour may now be the key to their ability to change for the better.

Mobile phones have been banned in schools since their popularity began 10 years ago on the basis that they are noisy, distracting and downright disrespectful.

However developments in sophisticated applications within Smart Phones (I-Phones/Blackberry) presents a new opportunity for schools to better communicate with young people and engage with them in ways previously unimaginable.

Of course there is a balance to be struck and there will always be a place for certain traditional methods (and against this new media Internet is now classed as ‘traditional) but if we are to gain the respect of young people isn’t it about time we started to communicate on their level?

I’m sure there are an incredulous proportion among you screaming back with concerns about misuse, data protection and infringement of privacy rights.

But we’re not talking about text messaging here. We’re talking about proximity marketing or Bluetooth, the start of mobile media revolution within schools.

Instead of a one hour lecture on the danger of drugs young people can be invited to test their knowledge using a fun and interactive game situation which they can play whenever and wherever they want – completely free of charge for both sender and receiver.

In summary, Bluetooth presents content to young people in a way that intrigues them, in a way that invites them to explore issues for themselves and in a way that speaks to them on their terms and with their permission only.

Unlike the internet a mobile phone always stays with the individual, responses can be measured and educational games can be passed on to friends, virally spreading the message even further.

Furthermore campaigns happen at a fraction of the price of printed resources and its better for the environment.

Recently successful pilots within forward thinking schools, who now allow controlled dispensation of usage, suggests a mobile digital revolution is on the way within schools.

It is far from mainstream but attitudes are changing and the results are astounding.

So in the next 2-3 years schools may well be faced with one critical choice – stand still or get mobile.

To find out more about how Gencia is successfully working with local authorities and schools using Bluetooth, email gary@gencia.co.uk or contact 0)161 214 5214