Tailoring for Local Relevance
Global content combining education + entertainment gets adapted for wider uptake.
Galli Galli Sim Sim is India's version of Sesame Street. The show is also taken to slums on push carts which house a TV + DVD player. It's promoters understand that the key to wide reach in India is via multiple media platforms – including traditional and lo-tech modes. Screenings of the show in slums are often accompanied by activities. Plus they've created fun learning materials for childcare centers.
They've also cottoned on to the benefits of adapting the show for local relevance. Jugaadu likes to find innovative solutions to fix problems. Basha Bhaijaan owns a corner store & knows several Indian languages plus his wife, Dawa Di, from North East India, teaches dance. And there's Col. Albert Pinto, a retired army person, an advocate for healthy living and civic sense & his wife, Rukmini, a doctor with a combination of contemporary & traditional wisdom. The show was tailored based on research with local educators, child development experts + artists.
As we move forward with this OpenIDEO challenge, could some of our suggestions benefit from local tailoring?