The situation is simple, traditionally, Anganwadi centers focused mostly on supplementary nutrition, but thanks to a government initiative, they are now becoming education centers.

But that shift hasn’t been made in the parents’ minds. We must switch the centers’ perception, traditionally considered as "porridge centers", to “education centers”. To do so we must raise awareness to the fact that Anganwadi centers have a huge effect on children’s future… But we want to go further than that.

We want to create a conviction: making mothers feel in their guts that Anganwadi is THE place to bring their child everyday, and the education they will receive there today, will play a big part in their success tomorrow.

How can we convince mothers this much?

To earn mothers’ attention they will receive our “Call for Tomorrow”: an AI generated WhatsApp video from their child, 20 years older, successful, doing their dream job, thanking them for bringing her/him to Anganwadi center.

A message focusing on mother’s instincts, tugging at their heartstrings, seeing for the first time their child 20y older. A new way to help them visualize how important their commitment to education is.

And to make sure parents will keep bringing their child to the centers, they will receive a daily school reminder: an audio from their child resuming what they have learned today at the center, and what they can’t wait to learn tomorrow. Making parents committed to their child’s education by bringing them in the long term. The idea is designed to earn attention from the target audience because it uses THE App that Indian parents use the most: WhatsApp.

Our target are parents between the age of 18 to 35, particularly mothers with limited to no education. When you talk to mothers about their family and child the best way to touch them is to talk emotionally rather than rationally. And who’s the best person to do so, and touch their emotional strings? Their own child.

We’re going to work with what matters the most to them: their child’s future and seeing them transcend social barriers, and we’ll send mothers a personal AI generated WhatsApp video from their child, 20 years from now, thanking them. A call captivating their attention, using WhatsApp: a digital platform which already links mothers and centers.

And to make sure parents will keep bringing their child consistently, we’ll keep talking emotionally to the mothers: each child will remind their parents to bring them to school by sending daily audio messages. A low-tech initiative.

Kick-off: On WhatsApp, we ask parents who send their child to Anganwadi for

nutrition, a few informations: their child’s name, age, dreams, passions… Based on this, a day later, parents will get a WhatsApp video message from their child, 20 years older. We will create an AI generated video where each child will personally thank their parents for taking her/him to Anganwadi, and telling them about their success: they are now a politician, a tech entrepreneur, a journalist…

Follow-up: We create WhatsApp daily reminders to make sure parents bring their

child every day. Each child will send a WhatsApp audio message, recorded by teachers, telling parents what they did today and what they’ll do tomorrow.

PR: We create a viral video on parents’ second App of choice: YouTube, selecting best

parents’ reactions and emotional extracts. A way to change the Anganwadi’s perception of the remaining