In an effort to address the lack of learning experienced by children in rural areas in India, Anganwadi centres are being upgraded to include the capability of teaching pre-school subjects. However, because these centres were traditionally only used by kids for feeding and nutrition, there is a lack of confidence from parents in the centres’ ability to properly educate their children. That’s why despite being enrolled in Anganwadi centres, parents still aren’t sending their children on a daily basis - something that severely impacts their child’s learning development. We needed to find a way to change this negative perception and get moms to actively play a role in ensuring that their children are receiving proper pre-school education.

“Learn More” is a campaign designed as a simple way to show uneducated mothers that their children have the capacity to progress and are improving with the help of Anganwadi centres. Coming from the insight that all parents hope that their kids surpass them one day, we wanted to create something that would be able to show moms how their kids are able to improve on a regular basis which results in them building trust with their local Anganwadi centres. We built upon the current behavior of using WhatsApp and repurposed our “Learn More” CTA buttons to direct moms straight to the Anganwadi centres and teachers to make it easier for them to learn about the benefits of sending their children to school.

Target: 18-35 y/o mothers with limited to no education, most having access to a smartphone. We aim to provoke thought and fun challenges between a mother and child in their digital habitats, with low-data loading content, to initiate our strategy. Clicking through to local Aganwadi worker whatsapp messages, to learn more on the new education offering locally. The aim is for this campaign to span long-term with changing and updating challenges so mothers can track their childs progress, can build trust with the local aganwadi as an education source, put suspicions to rest–and learning more about their childs curriculum at the same time, giving them the ability to start planning for their child post-aganwadi education with confidence.

Geo-targeted ads across social media platforms of use, primarily Meta–utilizing static carousels and infographics, leading questions down to ‘Learn More’ for those that are not smarter than their parent. Clicking through the CTA to whatsapp message, chatting with the aganwadi workers in their local area enabling them to enroll and gain more insight into the education. From there, adding into whatsapp communities to share insights from family to family. YouTube acting as the parents at-home-school, quizzes and short lessons can be watched between mother and child over 30 mins. With the whatsapp as an outlet for any misunderstandings or questions that may arise. Retargeting with updated challenges and quizzes for continued tracking.

YouTube ads also inn effect with all leading back to the idea that although mothers know best, kids need to learn more.