As our final project proposal for Design for UNICEF, my team (consisting of Thitiphong Luangaroonlerd, Naliaka Wakhisi, Kemeya Harper, Andi Cheung) and I want to develop a system for a mobile movie theater that will travel to rural villages in Northern Uganda providing entertainment and educational messaging, primarily targeted to adolescent girls, focused on issues pertaining to sexual health.
In a phone interview with Dr. Simeon Kalyesubula-Kibuuka of the Uganda Ministry of Health, we learned that Uganda has the highest rate of teen pregnancies in the world, a shocking statistic that sparked further research into this specific demographic. What we found is that adolescent girls are keystones for change in the developing world and have been long neglected by governments and NGOs. With access to education, girls are less likely to be forced into an early marriage, have unwanted pregnancies, resort to prostitution, and contract HIV or other STDs. When given an opportunity to earn an income, women and girls reinvest 90% of it into their families and communities as opposed to 35% for men.
Our idea is to provide an open space, free of social boundaries, for all ages and genders within a community to come together for the enjoyment of entertainment, such as feature films, sport events, and cartoons. With a captive audience comes the opportunity to also deliver educational messages directed at young women. We came up with a sustainable business model that relies on sponsored content by advertisers ranging from big phone companies and Coca Cola to non-profit sponsors such as UNICEF and the Ministry of Health. These branded messages can be played during previews and intermissions. Intermissions can also be used for more interactive promotional opportunities, such as product demonstrations or samples distributions.
Content and equipment will be transported via van or bus from headquarters in the city to villages by a middle man, who is incentivized by earning a share of ticket sales and the career potential to move up in the company.
Illustrations by Thitiphong Luangaroonlerd.