In India, there are more than 1.3 million “Anganwadi” (daycare) centres that serve over 30 million 3–6-year-old children.

However, nearly half of the kids in India cannot read a single paragraph by the age of six, because the day-care centres have been focusing on nutrition and physical activity (play) rather than education.

But with the launch of the program “Nutrition with Education”, the daycare systems have been elevated and offer education as well to those children.

Change the perception the parents have of Anganwadi centers. These centers havee traditionally been considered only as “Nutrition centers” and now this is changing to Nutrition and Education Centers.

Objective: Encourage parents to bring their children to the Anganwadi centers to elevate their education.

Our statement Eat. Play. Educate. Repeat. which represents the vital things that the child needs in order to start building their future. This campaign is simple, straightforward with a clear message. We make this statement the bridge which unlocks knowledge levels of children to slowly begin shaping their futures. We create a playful interactive communication where children will be able to unlock their potential to get closer to their dreams. As a starting point children will be asked by their parents to create a drawing of how they imagine themselves when they grow up. This drawing will be the end goal and the launch of the campaign. With this mechanism we start setting goals, to unlock next levels of knowledge and education.

Parents between the ages of 18-35, particularly mothers with limited to no education. They use low-consuming platforms (Youtube - WhatsApp). The activations are related to these platforms to give access and participation to all of them. We need to encourage parents to bring their children to Anganwadi Centers on a daily basis. By creating communities in these platforms they have the opportunity to interact with their teachers and other parents. They will receive daily reminders, notifications, and educational material as well.

This campaign will start in September and will be an ongoing campaign. We will set push notifications on YT and bot messages in WhatsApp for reminders. We will also advertise our message and the child’s drawing in ATL media, OOH on big billboards to gain visibility and inform new audiences. We will also use BTL media, email marketing and door-to-door promotion to inform the community. We will boost these activities in SoMe and encourage parents to share their child's drawings. These will create word of mouth and it will be the begging of the perception shift! This campaign will be promoted all around India to raise awareness, engage and encourage the already existing parents to be more active.