Cannes Lions

Kindergarten on wheels

MINISTRY OF PRESCHOOL EDUCATION OF THE REPUBLIC OF UZBEKISTAN, Tashkent / MINISTRY OF PRE-SCHOOL EDUCATION OF UZBEKISTAN / 2022

Case Film
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Overview

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Credits

Overview

Background

Uzbekistan had a low enrollment rate for preschool.

73% of children had to walk for miles to get to the nearest kindergarten.

Preschoolers and their parents had to devote so much time traveling to and from kindergarten. This forced parents to give up their jobs to take care of their children at home.

The construction of kindergartens solved the problem in regional centers and cities but the hard-to-reach villages remained to be a challenge. It was not economically feasible to construct a kindergarten for only a small population because of the high maintenance cost.

Brief: Give equal opportunities to all children in Uzbekistan.

Objectives: Find ways to increase preschool enrollment in hard-to-reach areas without building full physical kindergartens.

Idea

Convert buses into mobile kindergartens to provide more space and opportunities for education at a fraction of the cost compared to building physical kindergartens.

Strategy

We found out that 73% of children had to walk for miles to get to the nearest kindergarten.

Preschoolers and their parents had to devote so much time traveling to and from kindergarten.

This forced parents to give up their jobs to take care of their children at home.

And we came up with the idea — since kids can’t go to kindergarten, kindergarten will come to them itself

Execution

The MPE converted 65 buses into mobile kindergartens to provide more space and opportunities for education at a fraction of the cost compared to building physical kindergartens.