Thank you for your comments and support Jaskeerat!
Tuta Tuta is how many Arabic children's books end (similar to "And they lived happily ever after" in English).
In Jordan we are not planning on launching until mid August so there are no families using the app but we hope that we can reach around 50,000 families over the length of the project. In India we reached over 203,000 households through a blended approach of traditional and digital marketing outreach, as well as community-based organizations. 57,000 individuals browsed the library and read at least one book and nearly 7,000 households changed their reading habits and became “frequent readers” (individuals reading from the application at least four times a month).
In Jordan we will use message related to the bonding that takes place between parent and child when they read together which we found to be the most important perceived benefit to reading to children by parents in the focus groups that we conducted in Jordan. Messaging is aimed at parents (both mothers and fathers) but is make to be "child friendly" so that children also fine the visual elements of the messaging catchy and fun. All of our stories in the Tuta Tuta collection were sourced from publishers within the region (mainly Jordan, Lebanon and Egypt) and the majority of the content was written in Arabic (ie, was not translated from another language) in order to ensure that content was relevant and contextually appropriate. Supporting local publishers and authors at the local level is one of Worldreader's core pillars.
Please let us know if you have any other questions around this initiative!
Hi Animesh! Thanks so much for your comments. The application will group content together into 4 different age ranges (0-2, 3-5, 6-8 and 9-12) in order to make it easy for parents to find appropriate content for their children. Within our collection of 250 stories we are working on developing a sub-collection of texts which deal with issues such as bullying, loss, tolerance, etc. with the objective of helping children deal with their daily struggles, increase resilience and foster cooperation and empathy among beneficiary children.
This is a wonderful and innovative idea. I love that it mixes a need for housing with responsible use of recycled materials and help for the environment. How are you acquiring the recycled plastics? Do you collect them yourself or with the help of volunteers? I am wondering how this project will be able to scale to reach more women.