Historically, anganwadis have been a place to solve malnutrition problems among children from 3-6 y.o. But Rocket Learning, alongside with the Indian government, are changing this, turning them into centres of education, trough technology and play. But the majority of parents still perceive them as “porridge centres”. This is a major problem, because most of Rocket Learnings methods require the parents to take an active role in their kids education. We need a campaign that will show parents the potential of the new anganwadis to prepare their kids for school and will invite them to actively encourage their kids to learn.

Kids often use their parents phone to play games. But when the game has text instructions, kids need to ask for help to continue playing. We want to take advantage of that moment and get kids to ask their parents to help them study instead. To do that, we will create a digital anganwadi in Roblox, where kids will learn and play, but only with the help of their parents. When kids complete their tasks, they will win decorative awards for their characters such as backpacks and school uniforms, demonstrating that they are “school ready” thanks to the anganwadi.

Instead of asking parents to take an active role in their kids learning, we will get the kids to do it for themselves, by creating a virtual version of an anganwadi with puzzles that require the parent to help. The puzzles will also help us demonstrate what kids actually do in these educational centres. Worldwide, Roblox is one of the most popular games among children in kindergarten age. It released in the Indian market last year and its popularity raises everyday with millions joining every month. But to reach an even wider audience, we will partner with an Indian high profile gaming content creator. He and an anganwadi worker will popularise the virtual map and help parents better understand how to engage with their kids.

In order to get kids to ask their parents for help, the game will have a lot of puzzles that have text instructions which the parent should read and explain. Some examples: “To continue, help your kid count the beads”, “Help your kid finish the rhyme to continue”, “Ask your kid what are the first 3 days of the week and write his answer”, and so on. Other than that, the Roblox map will look exactly like the anganwadis parents know, so the connection with the real centres will be visible.