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www.ubongo.org
: Transforming Learning Through Edutainment.!
What is Ubongo all about?
Ubongo started in Tanzania in 2013 with a goal of bringing kids all over Africa a fun, localised and top quality learning, no matter what school they go to or background they come from. We believe that kids learn best while having fun and so all of our shows use songs and stories to teach important topics.
Ubongo has expanded its broadcast media edutainment from Tanzania to over 40 countries, offering content in 12 languages through TV, radio, SMS, IVR, and digital platforms. Our vision is to equip Africa’s next generation with the foundational education, critical skills, and positive mindsets necessary to improve their lives and communities.
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UBONGO KIDS BRAND GUIDELINES 2020
3
0 - 3
SUPPLEMENTARY CONTENT
TV, IVR, social media, games
While this age-group is not part of Ubongo’s target audience, existing content for parents and caregivers supports outcomes for kids in their early years
Learning outcomes are measured around Ubongo three core brands (shows)
Provide educational foundation
(pre literacy/numeracy) to prepare them for school
TV, Radio, eBooks
3 - 6
Kids who watch Akili and Me, show a 13% improvement in early cognitive skills
Develop comprehension
skills to support cognitive development
TV, Radio, eBooks
6 - 9
Empower caregivers to understand their child’s development and provide nurturing learning environment
9 - 14
In order to credibly live into its intended impact; Ubongo will extend its evidence of programme efficacy across its 3 core shows
Build key life skills and knowledge acquisition
TV, Radio, eBooks
OUR PROGRAMS
44%
of 3-4 y.o.’s in Africa have low cognitive or social-emotional development.
250
million
kids are below minimum proficiency for literacy and numeracy respectively in Africa
2 billion
more babies in Africa will be born over next 35 yrs. (Unicef 2014)
We need effective, scalable & resilient innovations to ensure these kids get
quality learning & develop a strong foundation in education & life.
20%
of students across SSA have non-literate parents and
kids educational content is not fully adapted
to local context
High levels of exclusion prevent African kids from accessing quality education
THE CHALLENGE
OUR SOLUTION ADDRESSES KEY CHALLENGES IN AFRICAN EDUCATION
1. Demographics
2. Inclusion
3. Quality
Ubongo reaches a large number of kids by distributing content via multiple mass media channels and platforms to reach as many kids as possible
Ubongo works with partners to reach underserved and last mile populations
Ubongo’s content is co-created with diverse groups of kids and has relevant characters that are inclusive of different African kids and cultures
Content integrates social emotional learning and is engaging for kids even with diverse learning needs
Ubongo invests in complementary programming to ensure content can reach last mile kids through multiple mission aligned partners
Ubongo’s content productively supplements formal education systems
to ensure kids can achieve improved learning outcomes in literacy and numeracy and foundational learning skills, emphasizing learning through play
Ubongo’s content is adapted into local languages to increase learning outcomes and retention
OUR APPROACH
human centered research
content co-creation
distribution to millions
impact evaluation
INCLUSIVE PROCESS AT UBONGO
@ubongotz
Conduct curriculum mapping and consult school textbooks to identify priority topics and gaps
Consult education stakeholders through roundtable events. This allows us to stay up to date with topical educational issues
Human-Centred Design with kids, parents, teachers, religious leaders, elders, community leaders and whoever else plays a part in educating a child!
reach
(ratings / surveys)
engagement
(receptivity / observation)
outcomes
(rigorous studies)
replicability
(adaptation studies)
Media ratings show Ubongo content regularly viewed/ listened to by over 42 million learners
3/4 of urban and 1/2 of rural kids in Tanzania can name main characters from shows (Sagaci 2018, IPSOS 2019).
55% of kids with regular access can name 4 main characters after 12 weeks (Borzekowski 2020 - email to request access).
1 month of daily viewing leads to highly significant gains in numeracy, language & fine motor skills (Borzekowski 2016).
Knowing 4 main characters (indicating high engagement w/ content) accounts for 13% gains in cognitive skills (local language), 4% in English skills, 7% in SEL, 16% in health (Borzekowski 2020).
Long term exposure correlates to significantly higher math scores (Watson 2020,). Notable positive changes in gender norms and behaviours (Cherewick,et al.2021)
Ubongo content carefully adapted to other languages maintains strong learning outcomes (Borzekowski 2019), Borzekowski 2021
Kids watch & enjoy
Kids engage & return
Kids learn & Improve
We localize & engage
We distribute & expand
We design & create
Impact Evaluation & Learning
OUR EVIDENCE
Our inclusive work.
Ubongo advocates for inclusivity for kids in underserved communities who do not have access to devices to be able to access Ubongo edutainment content.
In 2021 Ubongo planned to reach 5 million kids by end of 2024 , we have managed to reach 4.3 million kids in East Africa, through different distribution channels.
OUR WORK AROUND DISTRIBUTION.
To reach the last mile children we do use various distribution models such as.
CHANNELS USED IN REACHING LAST MILE CHILDREN.
youtube.com/akiliandme
Anett Ngongi.
Email annette@ubongo.org
Mobile +255 758 55 04 21
Chat with us on WhatsApp +12349001234
Website www.ubongo.org
GET IN TOUCH!