Elevator Pitch:
Building a national awareness campaign establishing India's Anganwadi centers (day-carecenters) as "Centres of learning". Shifting perception to shift learning outcomes.

Background

India has the world’s largest publicly-run daycare network.
There are more than 1.3 million “Anganwadi” (daycare) centers that serve over 30 million 3-6year old children.
That sounds great, right?
Traditionally, Anganwadi centers primarily focused on supplementary nutrition, maternal
health, immunization, etc., with secondary focus on education.
But with the launch of "Poshan Bhi, Padhai Bhi" program (Nutrition with Education), thenational agenda has paved way for early education's capacity building - through age-appropriate
pedagogy, improved play-based teaching learning material and upgrading of the centers fortheir development into "centers of learning".
About Rocket Learning
Rocket Learning is dedicated to:● Helping young children achieve school readiness.
● Focusing on gender equitable access for early years education.
● Creating vibrant digital learning communities that empower parents – including young
mothers with limited education – to educate their children, and building supportive,
motivating communities.
● Upskilling Anganwadi (daycare center) workers, so that they can teach as well as care forchildren- increasing their confidence, skills, recognition and potential for socio-cognitive
development

We achieve these goals by providing free short educational lessons in the form of byte-sizedaudio and video content to Anganwadi workers, teachers, and parents in local languages
through WhatsApp groups. We work with over 70k+ preschool teachers and reach over 1.5
million children everyday – so we’re perfectly positioned to raise awareness of this vital stage indevelopmental growth.
The Challenge
The challenge lies with changing the perception of Anganwadi centres, that have been
traditionally considered as 'Porridge centres". Indian parents are arguably most invested in theirchildren's education and therefore, even low income parents would prefer sending them toprivate preschools which are not equipped or developmentally aligned to ensure a strong
foundation.

Target Audience● Parents between the age of 18 to 35, with a particular focus on mothers with limited tono education. Our audience spends most of their time on WhatsApp or YouTube. They
also have limited data on their mobile devices. The digital campaign you create needs touse low-data and WhatsApp or YouTube dimensions.
Insight & Strategy

Anganwadi centers enjoy low confidence in their capacity of imparting early stimulation andeducation to children with defined outcomes. Because of limited monitoring and evaluation
earlier, changes have been slower to occur. But the Anganwadi network of 1.3 MM centers
across India reaching 80 MM low income household children holds massive potential to beunleashed. With policy changes (Poshan Bhi, Padhai Bhi) and Rocket Learning's work with thegovt. through an evidence-based approach, times are changing. This, we need your help
communicating to our low income household parents, especially mothers. Double clicking onparents enrolling every 3-6 year old child in the Anganwadi center (AWC) system, ensuring
attendance and frequently visiting the AWC to participate in their activities is critical.

Considering their limited to no exposure to education, tugging at heart strings and leaning intoa mother's instinct for wanting the best for their children can help transcend other socialbarriers.
Key Messages
Rocket Learning is supporting the government's vision of transforming Anganwadi centres into
"Vibrant centres of learning" through curriculum expertise, capacity building capabilities, use oftechnology for scale and social techniques for behavior change.
Our values are
1.
2.
3.
4.

Impact first
Innovation and action
Diversity
Empowerment with ownership

Support to the brief
1. Overview of the Anganwadi daycare system
2. Key Highlights from our first ever convening of govt. Bodies, stakeholders, parents, andteachers on a single platform - Udaan 2023
3. How Rocket Learning uses Tech to Teach the Poor
4. Rocket Learning Model - with Whatsapp group/product demo
5. Brand guidelines
6. Logos
7. About RL One-Pager
8. Examples of similar social campaigns with proven impact:
9. Beti Bachao, Beti Padhao - example of inspiration for RL
10. Swachh Bharat Mission - example of inspiration for RL
11. Poshan Bhi, Padhai Bhi
Campaign Do’s and Don’ts

- Do celebrate Anagwadi workers and the centers’ upgrade into centres of learning- Don’t paint the fact that they are often seen as food centers in a negative light – that’s still an
important role!
- DON'T be critical of the government or even suggest that enough hasn't been done. It will
not help us in our collaborative approach with the government.
- Do demonstrate inclusivity and represent our diverse target audience.
- Don’t stereotype – avoid exploiting the socio-economic background of our audience, ordepicting examples of extreme poverty.
- Do enthuse and empower our audiences to be partners in addressing - early education- Don’t treat them like beneficiaries.
Specific DeliverablesDigital public awareness campaign (can be a combination of short-video, infographic, carousel,
animated video, carousel posts, or anything that consumes low data).