Based on a reality we all live nowadays: screen time. Mainly due to social media. And Rocket Learning uses WhatsApp, an app that most people know how to use, even if not educated.

So, from the global symbols around social media, we created a film showing that teaching can be as easy as liking, sharing, or even scrolling. Just like we already do.

At first impact the film shows the generic idea of excessive screen time: scrolling their life away.

But then, it shows us that the simplicity of using social media and all that screen time can actually be a moment of empowerment for mothers with less education. A moment to spend together teaching and learning. A moment of bonding with their kids, driving mothers to keep on scrolling for good.

In India, over 40 million children aged 3–6 are unable to access high-quality education. Public schooling has been limited to daycare centers, which mostly focus on nutrition and health care, rather than learning. So, parental engagement makes a critical difference, especially in the learning continuum from in-classroom to at-home.

However, many parents are uneducated themselves, lacking awareness and confidence to be involved in foundational learning.

Therefore, Rocket Learning delivers short, contextualized content in local languages every day, via government-anchored WhatsApp groups, so parents can join to get a daily play-based lesson to complete with their children.

The role now is to empower mothers by raising awareness to take charge of their young children's education confidently, demonstrating the easy nature of learning activities for children at this age and double their time with kids on learning along with Rocket Learning.

“Smartphones are nearly ubiquitous. And growing…”*

People from young to middle age spend more and more time on their phones, which means more screen time, and social media is one of the main reasons for that.

It’s a place very familiar to most of us, of simple and interactive interfaces, and easy to use on a global level, inviting people to spend a lot of time online.

However, depending on the content consumed, that time can have a different impact on each person. Because screen time can be meaningless or scrolled into something better.

So, we took advantage that Rocket Learning uses WhatsApp, one of the most user-friendly platforms, to show people with less education, especially mothers, that teaching their kids is simple and easy, just like scrolling. But this time, they will be scrolling for the good of their child’s future.

*RL’s Cannes brief for a Film, p.4

https://drive.google.com/file/d/1kZUy5e1Y1jeRsHtqA_KMZ5atMH1DVsqO/view