As a parent living in India’s rural areas, sending your child to Anganwadi (daycare centers) – and get further education later in life – it’s an economically limiting factor. If kids start studying, it means they won’t be able to work and actively help the household. This translates into a lack of economic support to the family.

To raise awareness on the chances education can give, we created a digital campaign for the main e-learning plattform in India: RocketLearning.

RocketLearning introduces “Scribbles for a better life“, turning homework into artwork.

To change how Indian families perceive education, we encourage kids to learn in a fun way: drawing. While they doodle their first letters and discover the world around them – scribble by scribble – caretakers have the chance to turn their digital homework into art-pieces to finance kids’ education.

“Scribbles for a better life” aims to change the perception of what education means in low-class families in India. According to data from Unicef’s Census, more than 10 million kids are working in early years. As their main reason to not educate young ones is the lack of economical support they can bring into the household, we give them them a new perception of what education will mean later in life. If a kid starts saving money by just making homework, it can either help the family directly or use it for a better education later.

As our target group – the caretakers – only has a limited amount of data and education, we let them submit the kids’ homework by simply responding to the RocketLearning WhatsApp-chatbot. The chatbot will be connected to our micro-site and automatically upload the homework, turning them into artworks.

Mothers are already receiving daily homework for their kids directly on WhatsApp. Through the doodle function in the app, we let them learn how to write the Hindi alphabet. Mothers and AGD workers will then send back the scribbles in the chat, ready to be uploaded onto a low-data microsite automatically.

Then, third parties can purchase these artworks and provide financial-aid for the kids’ education.