The aim of the MIT contribution to the project is to develop a scalable (digital) platform that by way of a variety of low and high-tech touchpoints will promote a culture of healthy life and nutrition.
The key message “Chalo taakat se badho – C’mon, move forward, let’s grow with strength! ” is much more than a marketing tagline, it has indeed the potential to be an effective call for action, a call for participation, a way to promote, experiment and reward positive behaviors.
The platform will prompt an active participation model, based on the organization of small and large-scale events sponsored (empowered by) Mars.
In such events as SHG's, being used to organize events for the community, will play a key role, that will act as catalysts.
The call for participation will use a mixed media platform that includes a combination of digital messages and inspirational videos to be distributed through WhatsApp and mobile web channels, so as locally produced leaflets, instructions. props and guides. Recorded songs and storylines can be also delivered through MMS platform.
The key idea is to leverage an active learning model, based on participation, collaboration, and empowerment.
Some events will have a proper educational role, others will be “just for fun” challenges, both will provide a rich and engaging experience and will include specific rewarding and visibility mechanisms for the participants.
The outcome:
Platform flow; for each activity area
Platform Information Architecture
Platform Mockup; Clickable prototype of one activity scenario
Current ecosystem in rural India villages . (image)
Stakeholders touchpoint(image)
Concept Ideas/ Why active learning?
platform touchpoints(image)