Anganwadi centers have long been

recognized for providing food assistance

to children from low-income families in

India. However, in a collaborative effort with

Rocketlearning, these centers are now

also offering free education to address childhood

inequalities. Unfortunately, many

parents remain unaware of this opportunity.

Nevertheless, smartphones have become

nearly ubiquitous across India, and among the

most popular apps used, even among lowincome

mothers, is WhatsApp. Fortunately,

WhatsApp shares a common trait with

Rocketlearning—it‘s free. Moreover, regular

updates are essential for enhancing

the functionality of the app. Similarly, regular

«updates» are essential for enhancing

children‘s knowledge before they enter school.

In collaboration with Whatsapp we present «the education update.» This informs the users via a popup window that in Anganwadi centers updating their child‘s knowledge can be as free as updating their favorite messenger service.

Because early education is SO essential - we want to target our message to all Indians we can reach. The best way to do that is via WhatsApp, because expectant and existing mothers like to spend their time on it. And why we target our message to men as well? Because there is still a mobile gender gap today. And for us, every person who knows counts to tell others.

As soon as users open Whatsapp for

the first time after the next update,

they will be confronted with a wizard

that will display a popup window conveying

our key message. Underneath,

they‘ll see a video that introduces

them to the Rocketlearning and Anganwadi

collaboration. And they direcly

have the option to find group chats

near them. Or, if they‘re not interested,

return to WhatsApp.