Cannes Lions
GOOGLE CREATIVE LAB, London / GOOGLE / 2017
Overview
Entries
Credits
Description
A digital revolution is sweeping India - today there are over a quarter of a billion people online. But women are being left behind. Less than a third of internet users in India are women and in rural villages just 1 in 10 - far lower than in most countries.
When women get online they can access information and tools - opening them up to knowledge and new ideas. They can access education, skills and training - giving them economic opportunities. They can earn a better living, gain self esteem and inspire others through mentorship and support groups.
Our objective is to tackle gender inequality by connecting women to the online world - empowering them to reach their potential and significantly improve their lives.
Execution
We believe that everyone should have access to the benefits of the Internet so we set out to reach as many women as possible.
Because the villages are often miles apart, we designed and built bikes that were specially equipped to hold the portable devices. These bikes meant that Saathis could bring internet to women in the most hard to reach places.
We have publicly committed to scale the program nationally to reach 300,000 villages - half of all the villages in India, and millions more women in years to come.
By training local women to become ‘internet ambassadors’ - or "Saathis", we’re helping tackle ingrained gender inequality in rural India - one village at a time.
Outcome
Today, thousands of Internet Saathis are bringing the Internet to women by bike - spreading opportunity and changing lives all over the country. So far we’ve trained 20,000 women as Internet Saathis, who have gone on to reach 60,000 villages across 10 states in India - bringing the internet to over 3 million women to date.
More and more women are empowered to significantly improve their lives, and the lives of those around them. Take for example, Nagalaxmi’s story from ‘Bujji’s Story’ (supporting material; a short documentary heroing one of our Internet Saathis) - a seamstress who uses the internet to inspire her blouse designs. Now she makes three times more money with her new designs, which she uses to pay for her children’s education.
We’ve empowered women to become Internet Saathis - thanks to them, many more women like Nagalaxmi can now empower themselves, as well as their families and communities all over India.
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