Edutainment: Innovative approach for creating collective voices

• In Event: Roundtable Group 7
  In Refereed Roundtable Session: Education, civil society and politics

Proposal

Quality education is the greatest investment for a better future that any country can guarantee for sustainable development. Africa is facing a crucial educational problem including literacy poverty as evidenced by UNICEF’s 2022 report which states that about 70% of 10-years old are not able to read or understand simple texts. This shows there is a need to collectively raise a voice for change in educational administration in Africa in order to improve the situation. Ubongo as an educational entertainment organization is committed to reaching over 500 million children in Africa with qualitative fun and engaging learning content that empower them to develop skills, knowledge and attitude that prepare them for the future. Ubongo started in Tanzania in 2013 and has reached over 32 million households with its content using existing technologies and reach of mass media to distribute its locally created content to build growth and change mindset that influences collective voices for improved education in Africa. Since 2013 Ubongo has created four seasons of AkiliandMe, an early childhood development educational show made for kids aged 3-6 to support their learning in literacy, numeracy, school readiness and socio-emotional skills development using songs, rhymes, words, arts and play to make learning fun, engaging and relatable. Also, there is another show designed for kids aged 7-14 years ``Ubongo Kids'' teaching Mathematics, English, Engineering, Science, Technology and Life Skills through the life interaction of kids from Kokotoa village who use their brains to solve everyday problems that emerge in their community through utilization of resources in their environment thereby serving as models for viewers to stand up for what is right and seek the right help accordingly. Through impact evaluation of the shows created at Ubongo, significant change in behaviour and approach towards education have been recorded, while learning outcome also improved, which formed the basis for introducing a news show “Nuzo and Namia” that is intended to promote reading and listening comprehension skills among kids aged 6-9 through the use of stories and cultures across different African countries. Edutainment to us at Ubongo is a vital tool for raising voices for change in the process of educational administration and implementation, this is also evidenced by a research on Ubongo Kids character strengths episodes from Ubongo Kids season 4 that showed improved learning outcomes in curiosity, purpose, grit and growth mindset, which are great tools for collectively speaking up for what is right. Ubongo content also served as learning resources for both home and school-based learning situations supporting improved learning outcomes for kids, changing parents' attitude towards children's learning through our family literacy content as well as changing stakeholders perception to learning from just being a serious activity to one that could be fun but yet meaningful. Through Ubongo’s commitment to creating inclusive localised edutainment for African children with African children we have not only improved learning outcome but also we have changed educational perspective by engaging education stakeholders believing that with consistency the envisaged change for education in Africa is possible.

Author

• Suliyat Adeola Adeleye Idris, Ubongo