Aurat Raaj (Women Rulers)
Founder - Saba Khalid
Producing animated content to educate girls about nutrition, sexual and reproductive health, gender inequality & empowerment through sports.
What problem does your innovation solve?
Girls from many developing countries living in conflict situations or refugees are often unaware about reproductive/sexual health, harassment and many suffer from menstrual hygiene related problems.
Animated content can talk about these sensitive topics in an engaging and creative way that makes them want to watch, listen and learn.
Explain your innovation.
Our basic idea is education through storytelling and storytelling has the power to bring the educational objectives to life
Stories are showcased from the girl's diverse backgrounds so they are far more relatable than other cartoons.
Storytelling makes learning more engaging and effective, especially those in areas of social deprivation.
Animations can help learners come to understand complex ideas more easily.
It can be sustainable if we include various partners/brands on each episode. For instance, an episode about menstrual hygience can be sponsored by a certain brand of sanitary pads. An episode on cycling to school can be sponsored by a cycling company. An episode on self-defense learning in order to be independent and not scared of sexual harassment can be sponsored by a safety app or self defense school. Therefore, every subject that is touched upon can be financial reimbursed by a partner and their brand can be very strategically and subtly advertised within the storyline. There is also no end to the kind of storylines that can be made. We can spinoff from one character's storyline to someone else connected to them and explore their story as well.
We would like to start implementing our innovation in Pakistan with girls living in refugee & IDP camps. The girls who we plan to target with this series are from the ages of 8-15. This is the age where they start their first period, deal with the onset of puberty, and are often confused about all the changes happening to them. We plan to make at least 24 episodes and after playing each episode, we open the classroom to discussion and questions. Watching the episode should be made optional and we would like to measure success by seeing whether girls turn up to see the web episode each week by themselves.
How is your innovation unique?
Instead of showing these taboo topics through courses, curriculum or an uncomfortable conversation between teacher and students, animation does the job very easily.
Making a video with live actors requires huge budgets and takes very long to make as it requires editing, cinematography and shooting in locations that are relevant to the audience. But with animation all of this can be done very easily and quickly.
What are some of your unanswered questions about the idea?
We often we feel insecure about our own security because we are addressing some taboo topics in very conservative societies. It takes us a very long time to figure out best to create stories around such sensitive topics which do not oppose religious and society values in some inconsiderate way.
Tell us more about you.
We are a digital content platform that uses creative storytelling (animation) & Artificial intelligence to educate, empower & entertain girls from developing countries.
What is the primary type of emergency setting where your innovation would operate?
Emergency Setting - Elaborate
While the webseries can be circulated easily on digital medium i.e phones, laptops etc, we can also go to schools which are in slums and refugee camps and use portable projectors to show such series. Watching a series together is also a bonding experience and it can lead to the teacher or counselor asking them if they have any questions relating to the animation they just watched. Overall, the series will provide girls in difficult situations with hope, inspiration & information.
Where will your innovation be implemented?
Anywhere where there is inequality, educational inadequacies, violence against girls, intolerance, our animation can be screened. This is especially true in South Asia developing countries such as India, Pakistan, SriLanka, Bangladesh, Nepal, etc where language is different but culture is similar. Each episode can be translated into a different language to be shown to a different audience. Our first episode is translated into English, Urdu & are working on Sindhi, Balochi, Gujrati and Punjabi.
Experience in Implementation Country(ies)
Yes, for more than one year.
Our animated content was shared by UN Pakistan & UN Asia Pacific.
We have partnered with NGOs working in sexual and reproductive health including Aahung
We have been incubated at The NEST i/o in Karachi where we work from
Sector Expertise - Elaborate
Our core team of founders from Aurat Raaj (auratraaj.com) are from Pakistan & Germany. Saba is a journalist from Karachi reporting on local & international news. Tino comes with 4 years of experience as chief editor at IGN Germany & currently heading movies, games & entertainment at Stroer Media Brand in Germany. Ali Abbas is an animator with brilliant video editing skills. Together we conceive concepts & developed the series RAAJI about a young girl who is an honor killing survivor.
Existing Prototype or Pilot: I have tested a part of my solution with users and am iterating.
We are a registered for-profit company (including social enterprises).
Headoffice: 3rd Floor, CitiView Building,Naheed Supermarket، Shaheed-e-Millat Rd، Karachi, Pakistan