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SMS nudges for parental engagement in early childhood development

Early childhood development in the palm of your hand

location_on Brazil
Carinos is an SMS chatbot that promotes quality interactions between parents/caregivers and children up to 6 years old. The solution sends nudges with tips, play-based activities, questions and reminders. All content was developed by early ed teachers aligned with the Brazilian Common Core. The chatbot is free of charge to families and was initially developed during lockdown, reaching 2k families.
Piedra and Reimers (2020), Brazil: Educação Infantil no Maranhão
[...] use technology to enhance, rather than substitute adult-child interactions in everyday life and promote high-quality learning contexts, especially among low-income families.

Piedra and Reimers (2020), Brazil: Educação Infantil no Maranhão


HundrED has not validated this innovation

Anyone can submit their innovation to HundrED Open. All information on this page is provided by the innovator and has not been checked by HundrED. Innovation page has been created by Elisa Mansur on April 15th, 2021
Key figures

Innovation Overview

Target Group
2 000
Updated on May 18th, 2021
about the innovation

Why did you create this innovation?

Lockdown generated due to COVID-19 prevented toddlers and children up to 6 years old from attending daycare centers and preschools in Brazil. At the same time, limited connectivity and access to devices prevented families from supporting early development at home. The developmental importance of the early years urged us to create this innovation to support families and children.

How does your innovation work in practice?

Our innovation understands that technology should enhance interactions rather than substitute them. The SMS chatbot for early childhood development translates the entire early childhood Brazilian Common Core to activities that can be implemented with objects present in nearly any home in the country. Besides our proprietary content, we leverage evidence-based nudging strategies to motivate and engage families in stimulating the development of their babies, toddlers and children. Through SMS, families receive four main types of content, namely: tips, play-based activities, questions and reminders. With that, families and caregivers can learn about the importance of early childhood development and implement easy-to-do activities at home.

How has it been spreading?

The solution was launched in August 2020 to address the main challenges imposed by the pandemic as a WhatsApp-based opt-in chatbot. Since then, it has reached over 2000 families in literally every Brazilian state. Moving forward and gathering the learning from the last 6 months, we are pivoting the solution to a SMS opt-out chatbot solution that has proven in research to be more successful and, in practice, to be more cost-effective.

If I want to try it, what should I do?

In order to learn more or to implement the solution, you can reach out to


Achievements & Awards

April 2021
Innovation page created on

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