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.
Hi Alice, Thank you very much for your questions, both are important considerations that we needed to address when designing the project. Although literacy rates for women tend to be lower than those of their male counterparts, we found in our implementation of Read to Kids in India that women are much more likely than their husbands to read to their children in the home. In Jordan, our preliminary research has shown a similar trend, mothers are more likely to be the ones who will use the app to read to their children in the home. We will also be tracking the gender of the children being read to in order to ensure that both male and female children are being read to equally. In terms of your question on the accessibility of electricity for the project, as the app will be downloaded on beneficiares mobile phones, there is no need to power any additional devices besides mobile phones that are already being used. Jordan has a high rate of mobile penetration and our research has shown that our target beneficiaries have the means by which to charge their mobile phones.