Anganwadi is the largest publicly-run daycare network in India.

Traditionally, it was focused on supplementary nutrition, maternal health, etc. Now they want to serve over 30 million 3-6-year-old children with education.

The main obstacle is the perception of the parents about these places. We need to shift this to change learning outcomes.

In India, 9 of the 10 most viral Youtube videos in the country are educational content for children. So we decided to use them to address parents through their children.

We turned the characters of these viral videos into the Anganwadi influencers, making them invite the children to continue learning while having fun, but this time, at the nearest daycare center.

This way, the children will be the ones asking their parents to take them to these educational spaces.

India is the country with the most Youtube users in the world, which is why we decided to use this medium. Therefore, we took advantage of the fact that the most viral videos in the country are educational children's videos to approach the only ones who can help us to change the perspective of all the parents in India: their kids.

As a first step, we will use the skippable ads on the viral videos to add the message of our influencers for the children, and using location targeting, we will invite them to the nearest Anganwadi.

Then, we will escalate our actions by creating the social media profiles of each toon and making them interact with all the audience around the country.