The centres themselves already use leaderboards and a smile system to reward students who do good work, but not all parents engage. We need to create an organic way that doesn’t feel patronising to engage these mums who are already visiting the centres and in the communities. This will in turn create an understanding that the centres are a place of learning that can help children gain vital early years skills.

Our idea is weekly WhatsApp school reports so sharable they serve as advertisements for centres of learning.

Why? Mums love bragging about their kids. Once you tell them something, the whole village knows.

Each week we’ll send the parents of the most engaged child from each centre a school report they can’t resist sharing on WhatsApp.

When Mum’s are proud they can’t stop talking about it and we know Whatsapp is their platform of choice. They’re already on there and so are our learning centres. By hijacking this, we can exploit the platform features and our mums innate desire to share the wonderful news they’ve just found out, we can get organic reach fast and efficiently.

We’ll also add a simple note at the end, advertising education at the centres so recipients can get their children enrolled too.

Our strategy centres around 3 things: FOMO is real. Fear of missing out is the tendency to compare and despair when it comes to parenting journeys. Parents want the best for their kids, so we’ll use this awful feeling for good to inspire action.

Keeping it simple. In rural communities where access to tech is limited and centre workers have a lot of responsibilities already, we need a solution that is as easy to send as it is to receive.

Competitive parenting is common phenomenon among mums. As they strive to help their children reach top of the class, their children’s futures will be the real winners.

Our medium is message. A WhatsApp message that can be created at scale, unique to each of the 1.3 million centres and created by the community workers that lead them. Keeping each one personal and within the communities our target audience live in.