It's been a big year for the DOE. In September, it won the Broad Prize, given each year to an urban school district that has improved its poor and minority students' test scores. This spring, students continued on their upward trajectory, at least according to the state math and reading scores that were released yesterday. But the biggest coup may have happened this past weekend, when the DOE, in partnership with the agency Droga5, snagged a prestigious international advertising award given each year to the “most innovative and ground-breaking idea” in advertising. The DOE took home the Cannes Lion Titanium Award for the "Million" Motivation Campaign, which aims to increase students’ engagement with school through the use of cell phones. Through a partnership with Verizon and Samsung, the DOE gave cell phones to 2,500 students in seven middle schools. The number of minutes available to each student depended on their performance in school; a child who successfully completed all of his work, therefore, would have more minutes to use than a lackluster student. When the program launched last fall, the DOE planned to use the phones to deliver motivational text and voice messages, sometimes from celebrities such as Jay-Z; it’s not clear whether that portion of the campaign has been rolled out yet.