This document proposes a social innovation program to teach values like responsibility, respect, and integrity to children aged 5-12. It would target wealthy, tech-savvy families and be delivered through educational games, films, apps and other digital media. The goal is to expose children to positive values at a young age and influence their development into ethical leaders. Different content and delivery methods are suggested based on age groups from 5-7, 8-10, and 11-12 years old.

1. DESIGN FOR GROWTH (SOCIAL INNOVATION) Ratan | Aditi | Hardik | Elroy | Shrikal | Tanya

8. The Objective: (Primary) To expose kids of the age 5-12 years to value systems. (Secondary) To influence the parents (Fallouts) To build a value driven community who will be future leaders. A SUSTAINABLE SOCIETY (PEOPLE>PLANET>PROFIT)

9. Target Group: (Socio Economic Section AA++) Tech Savvy Parents are leaders of Conglomerates Well Travelled AGE 5-12 Peer Influenced Cocooned Disconnected from Realty Gold Spoon Kids Seriously materialistic Exposed

10. Context: URBAN SPREAD TOWNS SMALL tOWN SUB-URBAN RURAL

11. Subject Matter: RESPONSIBILITY RESPECT ACCOUNTABILITY INTEGRITY & HONESTY CREDIBILITY SELFLESSNESS SENSITVITY

12. Age Group Attributes Age 5,6,7 Age 8,9,10 Age 11,12 PUSH PUSH PULL PULL

13. Subject matter Age 5,6,7 Age 8,9,10 Age 11,12 PUSH PUSH PULL PULL Basic: Sharing Caring Respecting Elders Helping People Manners Decision making and Consequences Right V/s Wrong Honesty & Integrity Money Values Business Current affairs Ethics Respecting People Responsibility

14. TONE OF VOICE of Content: Non preachy Compact Social Engaging Graphic Cool Multi -dimensional Spread worthy Memorable Fun

15. Delivery Model for Program Development: Tools Media Technologies Skills Games Films Music Mobile Apps Social Networking Computer I-tunes I-books Podcasts Radio Connectivity Hardware Software Child Psychology +ve Psychology Artsists/Designers Writers Teachers

16. THE BIG PICTURE:

17. Target

18. Secondary

19. Identity

20. Storyboard Parents recieves emailfrom school endorsing this newapplication Parents discuss it as a good idea Parents download the app totheir mobile devices Nanny assists child in using app Children use the app togetherin a play group environment Parents brief nanny on howto use this new app with theirkids. It will last only about 5 minutes per interaction, so asto avoid having the kid using a device for too long. Child instills the values that the app is imbibing in him, and is yetengaged and curious for the next interactionwith the app. He’s happy and hooked, and parents are pleased that he’s learningsomething valuable.

21. Storyboard Ages 8-10-Media: Game

22. Ages 11-12. Media: Web Portal: www.ethicool.com

23. Business Model Canvas

24. THANK YOU IT WAS LOADS OF FUN 