Two pilots were conducted for the IVR content where Karobar Asaan Content (Easy Business) was hosted through two teams at Telenor to assess the engagement level of users. One pilot was conducted with a predominantly rural and less literate population and the second pilot was conducted with a relatively more urban and more literate population. A total of 279,691 users were engaged across two distinct pilot approaches; 26,710 users from pilot 1 and 252, 981 users from pilot 2. Building on to the pilots conducted by Viamo, YEP now aims to impact specific communities with business skills development content in regional languages (Pashto, Sindhi and Siraiki) as the IVR content went live at the end of the July. It is accessible using simple phones and it is free of cost for end beneficiaries. The content builds on to International Labour Organisation’s Community-Based Enterprise Development (C-BED) curriculum and a compelling story line to maximize engagement and knowledge retention among youth at scale.
To make sure we “close the loop” in providing training on future-focused skills and continuing to support young people to become productively engaged in society, we concurrently engaged Knowledge Platform, an internationally renowned firm with the expertise in developing interactive video-based content, to design a mobile app and online platform to deliver more content on entrepreneurship training for internet-connected young people in Pakistan. The vision is to innovate in the delivery of complimentary and mutually-reinforcing entrepreneurship training via various technology mediums. The app includes 13 modules consisting of videos based on a storyline, an interactive game, and quizzes to engage the users in entrepreneurship content. The videos, game and quizzes have been developed, and the user testing was carried out to receive feedback on the same. The final app is expected to be ready by mid-October and will be tested out on trainees from on-the-ground trainings on entrepreneurship to assess the impact of digital knowledge on the ground.
Last but not least, this initiative represents for UNDP Pakistan a new model of engagement and partnership with the private sector. When such content is well-designed and targeted, high engagement rates may translate into profits for our telecom partner, Telenor Pakistan. Engaging content therefore becomes worth owning or commercializing for permanent hosting on the mobile network and is an example of how the “for profit” and “for good” sectors can work together to achieve mutually beneficial outcomes.
The final blog in this 3-part series will reflect on the lessons learned and the future of innovation in UNDP Pakistan.