What solution(s) does your initiative address to better the lives of girls and women by leveraging technology? (select all applicable)
Access to technology, Access to education/training, Access to economic opportunity.
What has been the impact of your solution to date?
A proof of concept phase has been completed. An RCT is underway. Results of the pilot and RCT already demonstrate the positive impact of Cell-ED. We found in the feasibility study an 80% adherence rate to the mobile literacy 'class' versus the 20% adherence rate found in most traditional adult literacy classes. This suggests that mobile learning will be a powerful means of reaching adults who cannot attend classrooms for learning. Second, our preliminary data from the first set of cases and controls in our RCT support efficacy of the Cell-ED program. We found a change in literacy level from 6 years to 10 years in the Cell-ED group compared to a negligible change in a wait list control sample. Although results are preliminary (only a third of the sample is as yet complete), findings support likely efficacy of Cell-ED to teach literacy. Lastly, participants rate Cell-ED highly and endorse their own increased empowerment and desire for continued education from its use.
What is your projected impact over the next 1-3 years?
By the end of 2013 we will have completed a rigorous scientific evaluation of the efficacy of Cell-ED’s platform. The results of the RCT will provide the first scientific investigation of teaching literacy (from scratch) using mobile phones without teacher involvement. We anticipate several peer-reviewed papers will result from our research and provide investigators and developers of mobile teaching vital information on mobile phone learning. In 2013, we will complete an evaluation of the business model and scaling strategy for Cell-ED with the help of Linksbridge, an outside consulting firm. In 2014-2015, we will expand Cell-ED usage to large numbers of Spanish speaking communities in the U.S., and begin to explore launching to communities outside the U.S.
What barriers might hinder the success of your project? How do you plan to overcome them?
In general, adherence and retention is problematic in teaching adult literacy. Roughly 20% of adults drop out of literacy courses. Cell-ED's strategy attempts to counter this through the platform's design and use of mobile phones. The combination of both provides individualized learning, repetition, practice, and extrinsic motivation that have been shown to be crucial to adult learning. We have an ~80% adherence rate in our work. The other barriers are getting Cell-ED to customers (marketing) and costs of airtime (particularly outside developed countries). In the U.S., unlimited talk/text plans eliminate the cost issue for many and marketing strategies are already being initiated (e.g. MetroPCS ran a click to call advertisement) but additional marketing is needed.
Winning entries present a strong plan for how they will achieve and track growth. Identify your six-month milestone for growing your impact
Learners in the evaluation study complete the program. Cell-Ed use spreads by word of mouth.
Now think bigger! Identify your 12-month impact milestone
Expand Cell-ED access in the U.S. and beyond.