Taking place within the visual world of the school group chat, we tell the story of a mother building up the confidence to engage for the first time.

We see her friends, her community, as they share images and videos after they have completed their daily tasks. The imagery showcases fun and engaging games that educate children through play. The excitement and pride of sharing these bigger moments of accomplishment with the wider group captured in a quick edit.

Then moment of pause, our under confident mother takes a deep breath and bravely shares a moment between her and her daughter, who has just drawn her first letter. A small moment that she takes pride in. Positive feedback comes in from her teacher, and she’s asked to keep up the good work. The mother takes a quiet moment to herself, by sharing this tiny moment with everyone, her confidence has grown.

In India, 43% of low income children can’t recognize alphabets and 35% the numbers 1-9 in Grade 1. Without proper learning stimulation children become inherently less capable of building neuronal connections, which becomes impossible to change through later interventions.

Rocket Learning is a charity dedicated to closing the learning gap for around 75 million pre-school children around India, by providing video lessons that can be sent to parents and preschool teachers via whatsapp and downloaded for future use. Parents are encouraged to download the simple learning activities daily, and share pictures and videos of their children engaging with the programme. Qualified teachers will then evaluate the child's work and provide relevant feedback to their educational journey.

The issue they are currently facing is that 50% of the parents in these group chats are not engaging with the daily tasks due to a lack of confidence in their own teaching abilities.

The charity uses Whatsapp group messages to build a supportive community for parents, but also engages their sense of FOMO (Fear Of Missing Out) seeing other families sharing content. With around 50% of parents not engaging with the service, our target market was identified as Indian parents who may not have come from an extensive educational background. There’s a lack of confidence when it comes to educating as they feel that they themselves can’t do it. This brief is about changing the perception of these group chats for parents, by leaning away from the daunting educational space and instead focusing on the little things that every parent can, and wants to, do with their child. Play.

Many of Rocket Learnings daily tasks are centered around activities and play. And so what this product offers is a daily reminder to engage and spend time with your child. Educated them while also sharing beautiful moments together.

This led us to a single global truth. Parents love to share images of themselves having fun with their children in group chats.

We particularly chose our UI motion design as this campaign is to be rolled out across multiple regions around India and therefore can be easily transcreated for each new area.

So this is a film that alludes to the educational benefits of the programme, but focuses on the most important thing that this service provides parents. More quality time spent with their children, and an education that’s worth sharing.