Curious Reader: Using Digital Tools to Support Early Education in Ethiopia
Smartphones are nearly everywhere, but their use as tools for learning is still under explored, especially in communities where access to educational resources is limited. In Ethiopia, millions of children face a significant challenge: learning to read in a world where access to books and quality education is limited. Technology can play a key role in connecting the missing links.
Curious Learning, in partnership with iCog, recognized an opportunity to leverage the rise of mobile technology to make high-quality literacy education accessible to children across Ethiopia. Supported by funding from the McGovern Foundation, the initiative aimed to turn smartphones into effective learning platforms, offering free, localized educational content to thousands of young learners.
The result was the launch of the Curious Reader project, an ambitious effort designed to provide open-source mobile apps that teach children how to read. Initially targeting 50,000 young learners across eight cities, the project offered literacy content in four local languages: Amharic, Afaan Oromoo, Tigrigna, and Somali. Central to this initiative was the flagship app ‘Feed Your Monster’, later renamed ‘Feed Your Friend’, to better represent Ethiopian culture. Alongside the app, five brand-new interactive stories were developed, enhancing the learning experience and encouraging children to engage with reading in a fun, immersive way.
In early 2024, the project explored the potential of generative AI in content creation, particularly for illustrations and animations in interactive stories. With the tools available at the time, the team realized there was cultural bias and a lack of representation in the AI-generated content. Today, AI has improved in terms of diversity and content creation, making the process faster. However, ensuring authenticity and cultural representation remains a critical focus.
Curious Learning implemented a dual distribution strategy to maximize its reach: digital marketing combined with traditional outreach efforts. Digital advertising on platforms like Facebook, Instagram, and TikTok generated millions of views, with targeted ads and influencer partnerships broadening reach across Amharic, Afaan Oromoo, Tigrigna, and Somali-speaking audiences. Translated content and direct downloads enhanced accessibility beyond the Play Store.
On-the-ground activations complemented these efforts, engaging users through promotional events and partnerships in eight cities. Market representatives played a crucial role, securing over 900 downloads through school outreach programs and face-to-face engagements. Traditional media campaigns, including TV and radio advertisements, further amplified visibility. A structured content calendar, localized campaigns, and interactive social media content helped sustain engagement, ensuring the app remained accessible to diverse communities.
This comprehensive marketing strategy helped the project exceed its initial target of 50,000 downloads, reaching 77,002 Play Store downloads and 80,547 active users. The reason active users are bigger than app downloads is potentially the app being shared between people (side-loading) and direct downloads from the website.
Despite its success, the project faced challenges in digital literacy and localization. Cities with higher digital literacy, such as Addis Ababa, saw better adoption rates, emphasizing the need for targeted outreach in regions with lower digital literacy. Additionally, improving the app’s visibility on the Google Play Store was identified as a critical area for growth, as many users struggled to locate it. Providing content in local languages proved essential, reinforcing the significance of culturally relevant educational materials.
Looking ahead, Curious Reader aims to enhance accessibility by optimizing the app for a broader range of devices, including older models. Increasing visibility on the Google Play Store remains a priority to improve user experience and boost engagement. The user data collected from the app can personalize their learning by providing tailored recommendations, such as offering personalized stories and games, tracking progress and analyzing performance, and sending targeted notifications.
Beyond improving literacy, the Curious Reader app aspires to enhance accessibility to early childhood education content in various regions of Ethiopia. By offering free, culturally relevant educational content through mobile devices, it provides valuable learning opportunities for children to support their progress in formal education. The initiative equips children with essential skills, enabling them to become active contributors to their communities and the wider economy.