In rural communities in India, there was a need to support low-income households with basic needs. The Indian government opened over 1.3 million Anganwadi (daycare) centers that provides free public services to over 80 million children. Although nutrition in children is vital, there is a lack of emphasis on education in young children between 3-6 years of age. By the age of six, over 35 million children in India can’t recognize a single letter or number. There is a need to transform the perspective of Anganwadi centers from their traditional views. Rocket Learning saw this need of closing the learning gap and launched a change of the daycare centers into “vibrant centers of learning” through technology.

Our campaign, “Building Dreams” will highlight the important works that Rocket Learning is nurturing in early childhood education in daycare centers. This will revitalize the perception of Anganwadi centers into learning centers. “Building Dreams” will showcase young children with dreams of becoming doctors, engineers, and architects but juxtapose these complex careers with the simplicity of their age. At 3-6 years old, they are limited in expressing their desires because of their lack of understanding and knowledge of the world around them. But we can foster their careers at a young age by building the foundation needed at an early age.

Children are exposed to the wonders and complexities of the world. Over 1 million new neural connections are made in the brain in the first few years of life. We see a glimpse of their dreams and interests, but they lack the tools to express themselves. At an early age, it is essential to build the fundamental cognitive, social, and emotional intellect. Through speaking with clients and further research, we realized parents want their children to succeed in life but don’t recognize the need to start these fundamental learnings early. Facebook, Instagram, and WhatsApp will help spread awareness to young parents and inform them of the vital need of early childhood education. These mediums will reach a large population of parents with similar aspirations for their children and inspire them to enroll in the community centers during the critical developmental years of their children.

This campaign will primarily initiate posts through Facebook and Instagram at the beginning of its launch. The natural course of social media will help spread awareness to people within these communities on these platforms. On WhatsApp, users will be able to share posts through direct messages in a personal way to other parents in their circle. Together, they will be able to build a space to share their children’s progress and success. The implementation and placement start simple because not all rural communities have large internet access readily available. However, the simplicity of this campaign is easily expandable to further careers and various platforms for the future.