Whilst most Indian parents agree that education is the key to a better future, many don’t realise that early childhood education (ECE) has a huge impact on how their child does later in life. ECE affects everything from performance in school to social skills.

We wish to raise awareness to the fact that academic and social success is directly linked to the amount of time their child spends at an Anganwadi, and with the Rocket learning programme, in an emotionally impactful way.

Our target audience are parents who’s children already attend Anganwadi briefly a few times a week.

Objectives:

1. Raise awareness that Ashwantari centers provide early education, pivotal for future success

2. Consistency in attendance and completion of at-home assignments

We give Indian mothers the opportunity to communicate with their children in the future through WhatsApp’s AI-driven Chatbot feature, so that each conversation is custom to each parent. The contents of the conversation is affected by how much time their child spends at the Anganwadi and with Rocket learning home activities. This chat conversation becomes a mirror into the potential future of the child.

For example, if the child attends Anganwadi every day for a week, this could translate into great news in the future-chat: a promotion at work or a happy social life.

As the other platforms struggle for relevance, a reported 80% of messages sent on WhatsApp are seen within five minutes (WARC)

The Indian goverment has access to citizen information such as name, age and area of residence. This presents a unique opportunity to speak directly to our target audience.

Rocket learning technology already motivates parents with behavioral nudges and rewards.

We aim to further activate parents rewardssystems. It’s hard to be consistent when you won’t see the effect of your effort for years to come. We want to utilize WhatsApps AI-driven Chatbot feature to make the impact that the Anganwadi has on a childs future, emotional and visible in the here and now.

The awareness campaign starts with a WhatsApp-message from a chatbot posing as your child in the future, along with a simple explanation of why they are messaging you: to help you guide them towards a bright future. It will be clear that this is an initiative from the Ministry of Education.

The conversation evolves in tandem with, and is shaped by, your childs attendance to the Anganwadi. Pictures and achievements shared via the Rocket learning Whatsapp groups are incorporated into the conversation with your child from the future, to enrich the conversation and to further incentivize the parent to be active.

The messages are sent out at the beginning of the school year, and the conversations can go on for as long as the mothers choose.