The Consumers Association criticised Computers for Schools in an article in Which? magazine in December. What was all the fuss about? We were frankly amazed by the CA’s attack. I discussed it with a CA representative on BBC Radio 4’s Today Programme on December 6. Basically what they are saying is:
you have to spend a lot more at Tesco than it costs to buy the computers and other items available through the scheme;
the scheme widens the gap between schools in rich and poor areas, because people in poorer areas won’t be spending enough to get vouchers;
the scheme puts an administrative burden on parents and teachers.
Why now?
In October, the CA published new guidelines for commercial activities in schools with ISBA (representing the interests of British advertisers). The guidelines will help schools and businesses to develop collector schemes, like our Computers for Schools programme, where you collect vouchers as you shop, and redeem them for free computer equipment. The guidelines will also help companies wanting to sponsor resources and activities like teaching packs, competitions and school projects. It seems Which? magazine decided to pick some high profile corporate schemes and see how they measured up to the guidelines.
What’s your response?
First, it’s not true that you pay more through Computers for Schools than if you bought the equipment yourself. The computers are free! Of course we benefit when people shop at Tesco, but we share the benefits with our local communities. That’s the essence of causerelated marketing – the customer wins, the community wins, the company wins. Our customers are leaving Tesco stores with competitively priced goods, but can also get Computers for Schools vouchers for every transaction when they spend £10 or more.
Since 1992, Tesco has given away over £70 million worth of computer equipment – that’s over 42,200 computers and over 328,000 other items. We are spending more on the scheme this year than last, and teaming up with Coca-Cola, Homepride, Juice Up and Ski to offer more opportunities to collect vouchers. After the Radio 4 interview, the BBC’s website was flooded with responses from the public – 99% were expressing their support for Computers for Schools. Second, we encourage schools to send us their spare vouchers to help small and special schools. Last year, vouchers sent in by generous teachers and pupils were allocated to hundreds of small and special schools. We try to do more to support schools too. At store level, for example, we host school visits, give careers advice, and our employees are active school governors and PTA members. Third, the administration for the voucher scheme doesn’t seem to bother the schools which participate, and we are pleased to donate the time our staff spend processing the vouchers. On December 3, we announced that we will sponsor Business in the Community’s cause-related marketing award, one of its Awards for Excellence, for 2002. We hope this will encourage more investment in schemes which benefit companies and consumers alike.
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