Kids dream big, in fact many of them dream about becoming an astronaut. At the same time, most of them will not have a great career as they do not have access to education from an early age.

The reason behind this is that most low-income parents in India did not receive an early childhood education therefore they do not consider it important to take educate their children. Also, Anganwadi centers (AWC) are not the first choice for early childhood education. Parents do not trust AWCs to offer sufficient knowledge as they perceive these centers as a place for nutrition.

SPACE is a vibrant learning application for children, that supports both AWWs and parents. It collects educational material from Rocket Learning’s WhatsApp groups and YouTube channel and integrates it into one user interface.

Children receive personalized learning plans and can collect badges according to their achievements. The learning plan is also available in offline mode which allows kids to access content in low data environments.

To foster the parent-child relationship, parents will be asked to upload images of their collaborative learning sessions, and they will also be able to track their kid’s progress.

AWWs can access a curriculum for pupil groups they teach and monitor each kid’s achievements. With SPACE AWWs can further develop their teaching skills through courses and are awarded with “teacher badges” if they participate.

Additionally, communities can collect points based on the number of badges children and AWWs collected and receive valuable resources from the government.

We aim to change the perception of Anganwadi Centers in the eyes of parents and inspire them to prioritize their children’s education from an early age on by showing that early education can play such a vital role in a child's life and success. Through our campaign, we will show parents that Anganwadi centers provide sufficient education for their children, and through utilizing SPACE their children will have the opportunity to reach their career aspirations.

Alongside providing a platform for kids and their parents to foster their relationship and enhance educational perspectives, our goal is to enhance the teaching methods in AWCs, therefore we created an idea that benefits AWWs too. SPACE is an easily accessible interface which helps AWWs to follow learning plans of different age groups, receive further training, and generate achievement reports.

We will encourage parents to download the application through a series of humorous ads on YouTube and Instagram. The videos would capture kids going into AWCs as regular pupils and coming home as intelligent scientists, mathematicians, or astronauts. Humor is highly appreciated in Indian commercials, and by leveraging humor in this campaign, we can get viewers to attach positive emotions to AWCs and early childhood education. To reach the relevant target audience with our ads, we will target users based on demographic data.

Additionally, we will convey the message through Indian influencer moms, as the target audience can resonate with them more and be inspired by them to launch their kid’s career through the educational SPACE travel. After downloading SPACE, parents will receive push notifications with fun facts about successful Indian personas inspiring them to tutor their children each day at home, too.