Background

In 2015, only 1 in 10 internet users in rural India was a woman. And for the past several years, Google’s Internet Saathi program has aimed to bridge this digital literacy divide by educating rural women on the internet and equipping them with data-enabled devices. Modeled after India’s traditional information and communication distribution system, the Saathis were sent to train and empower other women in their villages and lead them on the path to economic self-sufficiency. While the word-of-mouth program had made great strides, an online destination could extend the women’s influence beyond their in-person connections. To champion the nearly 80,000+ women who had overcome barriers with the help of technology and amplify their voices so that their stories may reach a broader audience, we created a tactile mobile platform featuring the compelling stories of Saathis in their own voices and languages through thoughtful audio and visual design.

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

For years, women in India have been held back from using the internet for cultural reasons. For example, the internet is thought to be used mainly by men and for work. Many Indian women in rural India are illiterate and do not know how the Internet can deeply empower them. A Saathi (Hindi for “friend”) is a woman who helps to bring internet capabilities to India’s rural areas and to help other women improve their lives and livelihoods through accessing information and opportunities. Many Saathis started off learning how to use the internet for the first time in their lives and were then trained to help other women. But Saathis themselves faced obstacles in doing so. In many locations, they faced resistance from their families as parents and husbands wanted to keep their women home or close by. Next, the varying levels of literacy in the communities made it hard for Saathis to roll out a one-size-fits-all approach to training their clients. This project helps women and their families in India understand the work of Saathis and through their stories, builds the 'I can too' narrative.

Describe the creative idea

The goal was to create a site that women in rural India could easily access and navigate with the tool most readily available to them—a mobile phone. The tactile audiovisual site was designed to illustrate the connectedness of the Saathis to their communities, and how it propels advancement and growth. The homepage opens with a droplet of water creating a visual ripple that emanates throughout the site and connects Saathi women in relation to their physical location in India. To lean into the power of personal connection and influence, each Saathi crafted and delivered her story in her own words, her own voice, and her native language. The accompanying written story is available in both English and Hindi to ensure connection with a broad audience. As a visitor, the effect is as if you’re traveling across India speaking directly to each Saathi.

Describe the strategy

The mobile platform needed to be easy to navigate from any mobile device and visually compelling so that target audiences—rural women, others across India or global supporters—would be engaged. With a nod toward rural communities, the Internet Saathi stories page replicates the information distribution system in Indian villages where information is delivered in person. Speed tests conducted on India’s mobile internet network ensured that the platform would deliver optimal results so that visitors could easily access the Saathi stories and the #WomenWill event from any mobile device. Additionally, the Saathi women stepped in to test the UX, offering insight into updates that would help Google to further the ripple effect with something usable by everyone.

Describe the execution

Simple visual instructions lead visitors through the site, providing rural Indian women and other global visitors easy access and seamless navigation. With the touch of a finger, visitors can scroll through the main page and tap to hear and read a Saathi’s story. Geolocation filters help visitors explore stories across villages and regions, and each Saathi can also be searched by name. Through the use of the Saathis’ own words and voices, the site illustrates the ripple effect of their influence as community leaders and entrepreneurs. The Saathis’ stories, spoken in Hindi, described the women’s own struggles and how they overcame them, which gives inspiration to those who visited the site. Using the very devices they had been trained to use, the Saathis captured their own audio and imagery—another

Describe the results / impact

The mobile website provided widespread access to the Internet Saathi stories and #WomenWill International Women’s Day event from virtually any mobile-enabled device in the world. The #WomenWill event garnered 150k+ views, surpassing previous records, and prompted 5.8k+ #WomenWill and Internet Saathi social media conversations. Over 170 influencers and media handles posted about the event including Ratan Tata—Indian businessman, philanthropist, Chairman Emeritus of Tata Trusts and long-time supporter of the Internet Saathi program—whose post received 320k likes. Tata Trusts partnered with Google to launch the Internet Saathi program in 2015.