Baboo the Tiger Campaign: Addressing Out-of-School Children
Problem Statement: Out-of-school children in Dhaka, Bangladesh are often not aware of the educational opportunities that are available to them, and don’t connect with the idea of getting an education.
Out-of-school children ages 9-11. The dropout rate is higher among children from poor families, and the rate increases after the age of 9.
Solution Description: I developed a mascot campaign to encourage kids to find the closest education center or school in their local area and either enroll or re-enroll. The mascot, Baboo the Tiger, is integrated into a wayfinding kit, as well as a logo that appears on photographic billboards, t-shirts, and soccer balls. The billboards would feature pictures of my primary demographic enjoying the benefits of education, reinforcing that positive connotation with Baboo.
This campaign would be adopted by any local education center in Bangladesh and was designed for the Bangladeshi government’s Reaching Out of School Children II (ROSC II) project. The objective is to create a relationship between education providers and out-of-school children to improve retention rates.
