In India, smartphone usage is very prominent and so is WhatsApp. Without using words, we depict the journey of motherhood in a universal and pretty familiar way, through emojis. As we follow a child’s first years of challenging learning at school, we reveal that her mother can propel her kid into a successful academic life by joining Rocket Learning.

The presence of mothers in the early education stage and future of children is crucial. We need to motivate more low-income mothers in rural and semi-urban India, aged between 18 and 35, to engage and join Rocket Learning to shape the future of their country.

Rocket Learning was created to help mothers continue teaching their kids at home. Through government-anchored WhatsApp group chats connected with daycare centers, parents perform and upload easy learning activities with their children and receive peer motivation to keep on teaching.

In rural India, mothers have little to no literacy skills but are heavy smartphone users, including WhatsApp. This insight drove us to realize that our storytelling was not meant to be condensed into words. Instead, we conceived the idea of motivating them using a smartphone-ready format with entertaining icons they use daily: emojis. These language-agnostic, universal figures resonate with their journey of motherhood, easily explaining how Rocket Learning works and delivering the key message that moms play a pivotal role in shaping the future of their children and India.

According to the Adobe Future of Creativity Report (2022), 92% of people worldwide use emoji both as a powerful emotional tool and a means of communication across language barriers. Since our target audience is between the ages of 18 and 35, the usage of emoji proves to be effective as well. This idea can also work for the Global South.