Our main goal was to shift the perspective of Anganwadi as a place that not only offers food but also a solid educational foundation. Furthermore, the task was to create a campaign that will touch the hearts of parents and awaken their instinct of being willing to do anything for their child to live the best life possible. Our small data consuming solution had to be on either WhatsApp, Youtube or both.

Having a clear and compelling vision of the future can have a significant impact on motivation and inspiration to pursue goals and wishes. Since Indian parents are highly educationally driven, seeing a clear image of a child’s dream career come true can lead to perceiving Anganwadi as a first and vital step in the path to success.

The strategy involves using an AI generator to transform a child’s photo into an AI image of them as a grown-up in their dream career setting. The tool is integrated in the Anganwadi WhatsApp profile, where 1M of our target group is gathered already. The campaign aims to provide a visual representation of children’s future career aspirations. The AI helps bridge the perception gap between Anganwadi and career aspirations, while leveraging the shareability of generated images. We want to change the perspective of the general public, not only the Anganwadi parents, that’s why we connect with Indian mom influencers. We invite them to share their child’s dream come true on their Youtube channels. We integrate the AI image generator into the Anganwadi website as well and make it available to the general public. That’s how daycare centres are bringing the flip of the perception to the whole country.

Parents get a WhatsApp notification from Anganwadi that leads to a chat with a question about their child‘s dream career. Later we kindly ask them to take a picture of their child. The integrated AI in the app transforms the child’s photo, making them look 30 years older and in their dream work setting. We add a message that the dream career starts with a solid foundation at Anganwadi. We also spread the campaign on Youtube channels with Indian mom influencers who show their children’s dream career AI image. Furthermore, we provide the general public the access to generate their children’s images.