India’s Anganwadi centers are known for focusing primarily on supplementary nutrition, maternal health, and immunization, with a secondary focus on education. The national agenda is working to transform these day-care centers into "centers of learning" through a detailed curriculum and tools like Rocket Learning to upskill the Anganwadi workers. But despite these efforts parents still view these centers only as day-care. Even though, 50% of children in India go to the free government system, these parents will often let their children miss class and won’t prioritize learning and practicing at home.

What’s the result of this?

Half of the kids in India are unable to read a single paragraph or do basic subtraction or division.

We will create a strong awareness campaign of the alphabetization crisis in India and the importance of education from a young age. What’s the catch? The campaign will be presented the way 35 million children in India would see it, unreadable.

The only way to understand the text is through our Anganwadi Facebook Filter, because when you have access to education, you have access to understanding.

Why Facebook? Despite being a low-income target with limited access to digital platforms, most households in rural India have access to a smartphone. Additionally, India is the leading country in the world that uses Facebook, with nearly 315 million users.

Our strategy is to tug at the heartstrings, showing the world through the eyes of a child without education. But this isn’t just an awareness campaign. After the initial impact, our approach is to position the Anganwadi centers as a solution to the problem, a place for education. The rebranding of these centers is key to the campaign: we no longer say day-care, we say learning center.

This will be a nation-wide campaign. The way it works is:

1. The unreadable ads will be placed around the country.

2. A QR code will lead users to the Anganwadi Facebook Filter.

3. Using AR technology, the filter will reveal the message.

4. People will be able to share the message in their stories, amplifying the reach of the campaign.