Low-income households in India have limited to no exposure to quality preschool education. Not being able to access quality early-age education, limits their access to a successful future, creating an endless cycle. Rocket Learning aims to break this cycle and democratize access to education by collaborating with Anganwadi Centers which have the potential to be the backbone of early childhood education in India. However, families perceive the time their children spend at AWWs as "being nourished and playing games” rather than "learning lifelong qualities”. This mindset, stemming from old perceptions that it’s the children’s “play” age, hinders the regular attendance of children at Anganwadi Centers. That is why we needed to transcend AWWs’ initial positioning into vibrant education centers to make the families prioritize their children’s early-age education.

We convey the message "playing is learning" to our target audience through examples from nature. For example, we illustrate how a tiger learns to pounce by playing with its siblings and how it eventually uses the same motion to catch its prey. In our YouTube Shorts videos, we feature playful mammals such as tigers, elephants, and bears. On WhatsApp, we engage in more direct communication and use infographics to explain the lifelong concepts learned through children's games, such as teaching measurement and area through counting games. All these contribute to convincing the audience that early education prepares them for a successful life.

Every family wants their children to surpass them in the future, and the way to achieve that is through quality education. We are explaining to mothers who have strong intent and aspiration that their children should lead better lives than themselves but don’t link this aspiration to early-age education, that Anganwadi Centers are working towards providing this. Our goal is to change their outdated perceptions and make them take early stimulation or in other words “play” seriously! We emphasize that the daily activities and games in Anganwadi Centers serve the purpose of cognitive development rather than just "passing the time.” In order to consume low data, our main platforms for reaching them are YouTube Shorts and WhatsApp through bite-size EdTech content, while Instagram serves as a support channel through mom-fluencers and celebrity usage to maximize reach.

In the first phase, with our 15-second YouTube Shorts videos, we depict a sequence where a young tiger jumps and plays on top of its sibling, followed by a transition to an adult tiger using the same jumping motion to reach its prey. Similarly, we show a young elephant using its trunk to play with its sibling, and then transition to an adult elephant using the same motion to grasp its food. In another video, a bear cub playing by climbing a tree, and then we see the adult bear using the same motion to climb for honey. Through these appealing animal videos that have high viewership value, we aim for reach.

In the second phase, we are preparing WhatsApp messages with more tactical purposes. We explain which life skills are developed through the games played at Anganwadi Centers using infographics and share them with the families.