Laptops scheme set for campaign

An ambitious scheme to supply the world's poorest children with computers is being promoted by US agency W2 Group and London outfit Fuse PR.

One Laptop Per Child (OLPC) is the brainchild of computer scientist Nicholas Negroponte. The aim is that kids will use special low-power laptops to access the web and communicate with the rest of the world.

Nigeria, Libya, Brazil, Argentina and Thailand are due to receive a million laptops over the course of next year.

The first laptop model rolled off the production line in China last month. The first laptop is currently priced at $150 (£76), and the charity is aiming to supply $100 (£51) laptops by 2008.

W2 has been briefed to raise the charity's profile and showcase its first machine.

Fuse PR was acquired by W2's consultancy arm Racepoint Group last month (PRWeek, 3 Nov).

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