Cardano Youth Adoption: Global Education & Wallet Activation via Goodwall

[GENERAL] Name and surname of main applicant

Ross Foreman

[GENERAL] Are you delivering this project as an individual or as an entity (whether formally incorporated or not)

Entity (Incorporated)

[GENERAL] Co-proposers and additional applicants

For this proposal we commit to partnering with UNICEF or additional strategic partners of Goodwall (here are some of the names: https://www.goodwall.io/partners/). 

[GENERAL] Please specify how many months you expect your project to last (from 2-12 months)

10

[GENERAL] Please indicate if your proposal has been auto-translated into English from another language

No

[GENERAL] Summarize your solution to the problem (200-character limit including spaces)

Leverage Goodwall's 2.5M+ youth network for hands-on Cardano education: wallet creation, fund transfers, staking, and dApp interaction, creating young Cardano champions globally.

[GENERAL] Does your project have any dependencies on other organizations, technical or otherwise?

No

[GENERAL] If YES, please describe what the dependency is and why you believe it is essential for your project’s delivery. If NO, please write “No dependencies.”

No dependencies

[GENERAL] Will your project’s output/s be fully open source?

No

[GENERAL] Please provide here more information on the open source status of your project outputs

N/A - This is not a development project

[METADATA] Horizons

Community Outreach

[SOLUTION] Please describe your proposed solution

Our solution, "Cardano Youth Adoption: Global Education & Wallet Activation via Goodwall," aims to drive Cardano adoption and practical blockchain understanding among youth worldwide. We will leverage Goodwall's existing network of 2.5 million+ youth across 150+ countries, integrated with the Andamio Learn to Work platform, to implement a series of hands-on educational challenges and work cycles.

Andamio is a system that enables organisations to teach valuable skills that can lead to work opportunities. It is built on Cardano and combines on-chain activities through learning, contribution, and treasury management system. 

The Andamio platform enables a dynamic "Learn-to-work" cycle where fans can:

• Learn: Acquire knowledge and skills related to Cardano. Practical blockchain education: Provide youth with practical blockchain education, leveraging Cardano Academy while including how to create a Cardano wallet through Emurgo (Yoroi) and directing youth to further Cardano Academy education post-challenge
• Work: Actively participate in initiatives and projects that promote youth engagement and contribution.
• Wallet Creation: Users will be guided through the process of creating a Cardano wallet, learning about wallet security, management, and opportunities
• Participate in challenges: There will be 3 challenges around the use of Cradano DApps. For example, users will demonstrate knowledge and prove wallet creation by providing wallet ID in the post description.
• Get rewards: Digital assets and ADA rewards will be given for fan contributions. Participants can receive digital assets rewards. Winners who demonstrated the most comprehensive understanding of practical blockchain knowledge can win up to 500 ADA (exact amount to be determined in program co-creation based on incentive mechanism). These rewards will be received in their newly created wallet, experiencing their first blockchain transaction and holding of ADA. 

Throughout this process, Goodwall users will learn about blockchain fundamentals, Cardano's unique features, and the technology's real-world applications. Combining education with practical, impactful actions creates a compelling journey for youth to engage with Cardano and understand its potential.

Community Building and Support

We will leverage Goodwall's social features to:

1. Provide community management and support

2. Create a peer mentorship program

3. Organize AMAs with Cardano experts

Marketing and Outreach

Our strategy will focus on:

1. In-app notifications and featured challenges on Goodwall

2. Partnerships with educational institutions

3. Engagement with tech and education influencers

4. Viral challenges promoting Cardano knowledge sharing

This comprehensive solution creates a pathway for youth to become active Cardano participants, driving adoption and on-chain activity at scale.

[IMPACT] Please define the positive impact your project will have on the wider Cardano community

Transform youth into blockchain champions: 

 a compelling journey for youth to engage with Cardano and understand its potential.

This unique approach provides a hands-on, incentivized experiential learning challenge for youth while demonstrating the technology's potential for social good. Moreover, by targeting youth in emerging markets, we're tapping into a demographic with high potential for blockchain adoption and innovation.

A key outcome of this program will be creating a network of young Cardano champions. These educated and experienced youth will become advocates for Cardano within their communities, driving further adoption and innovation.

This solution, therefore, not only equips youth with practical blockchain skills, increases wallet adoption, and provides youth with their first opportunity to own ADA but also fosters a network of young Cardano advocates. The program is poised to drive long-term adoption and innovation within Cardano by reaching youth in emerging markets. Moreover, it aligns with the interests of Goodwall’s partners, including organizations focused on youth empowerment and digital literacy, making it a compelling opportunity for collaboration and scalability.

Increase adoption and drive on-chain activity and higher transaction volume.

This proposal enhances adoption and drives higher transaction volume on the Cardano blockchain through diverse on-chain activities such as:

• On-chain learning credentials: Every learning cycle is recorded on-chain, providing verifiable proof of knowledge and fostering trust in skill development.
• On-chain recognition of work and contributions: Tasks and contributions are recorded on-chain, creating verifiable credentials composed of a transparent and traceable record of achievements.
• Treasury and NFT rewards distribution: Ada rewards are distributed through Andamio’s treasury management system, ensuring that they are directly tied to specific work opportunities and distributed so that anyone within the Cardano ecosystem can easily audit them. Other incentives for ongoing participation and value creation, such as tokens and NFTs, will be provided through strategic partnerships with reputable players in the ecosystem.
• NFT infrastructure: Digital assets for Goodwall users new to the Cardano ecosystem will make it easier for them to access Web 3 by receiving NFT rewards. They can sell and trade their earned digital assets, increasing transaction volume and adoption.
• Smart contracts for skills verification and reward distribution
• Wallet activation and usage

Through this process, we estimate that each youth will generate between 4-10 on-chain transactions each challenge cycle. We will measure every activity (e.g., user adoption, number of new Cardano wallets opened, number of skills recorded on-chain, etc.) and share a dashboard to show the results. 

Our project will have a significant positive impact on the Cardano community by:

• Reaching 2 million youth and having 150k + engagements with the educational content
• Rewarding Cardano wallets: We aim to reward +1000 new active wallets from Cardano champions, primarily from emerging markets, who will become advocates for Cardano in their communities, driving organic growth. 
• Generating educational youth-friendly content that can be used in other Cardano activities: Goodwall's creative team and young content creators will develop bespoke educational content for this program, which will be shared and made available to the ecosystem.
• Enhancing blockchain literacy: Participants will gain practical experience with Cardano and understand its real-world application.
• Expanding Cardano's reach in emerging markets: We're opening new avenues for Cardano's growth and application by focusing on youth in these regions.
• Exposure to Goodwall sponsors, clients, and partners interested in youth education to continue the program

Impact Metrics:

- Number of youth reached on Goodwall

- Challenge participation rates

- New Cardano wallets created

- Volume and value of ADA transactions

- On-chain activities (credentials, contributions, rewards)

- Participant understanding (via in-app quizzes)

- Geographic distribution of participants

Key targets:

- Over 2 million impressions

- Over 150,000 engagements with courses

- Over 30,000 Cardano wallets activated

- 100ks of on-chain activities recorded

- Discussions with 10 Goodwall clients and partners to extend the project

Output Sharing:

- Regular updates on the Cardano forum and Goodwall platform

- Comprehensive reports after each learning cycle

- Case studies of user journeys, featured on Goodwall

- Data visualizations of on-chain activities and user engagement

Goodwall network exposure:

This project will be shared with the vast network of Goodwall clients and partners, which includes leading brands (Microsoft, PWC, etc.), leading UN organisations (UNICEF, etc.), and governments in emerging markets. The objective is to facilitate further partnerships and grow the initiative.

Here is Omar, Goodwall co-founder speaking at the Cardano summit in Dubai presenting the initiative: Video link (starts at 05:08:50)

[CAPABILITY & FEASIBILITY] What is your capability to deliver your project with high levels of trust and accountability? How do you intend to validate if your approach is feasible?

About Goodwall

Goodwall has a proven track record of delivering impactful programs for youth. Goodwall is an award-winning social enterprise recognized as a World Economic Forum Technology Pioneer. Goodwall's founders were listed as Forbes 30 under 30.

Goodwall has delivered on more than 200+ programs to date, trusted by organizations such as UNICEF and the UNDP, governments, and Fortune 1000 companies like SAP and Accenture.

• Recognized as a World Economic Forum Technology Pioneer in 2023 and Time 100 Top Ed Tech in 2024
• Successfully delivered multiple Catalyst projects in Fund 8 and 9
• Received strategic investment from EMURGO to leverage Cardano's blockchain

Goodwall's CEO, Taha Bawa, spoke at the Cardano Summit in 2022. Goodwall also received a strategic investment from EMURGO and EMURGO Middle East & Africa to leverage Cardano's blockchain to level the playing field for youth everywhere.

Goodwall will also feature the first edition of the Art Beyond Boarders NFT challenge at the Cardano Summit in 2024. 

Press Release: https://www.prnewswire.com/news-releases/blockchain-for-social-good-emurgo-and-Goodwall-join-forces-301755444.html

https://www.venturelab.swiss/Cardanos-commercial-arm-invests-in-youthfocused-talent-network-Goodwall

Goodwall's other reputed investors include Randstad, the largest recruitment company in the world, and the State of Geneva.

Our program's track record demonstrates the practicality of our approach. We have successfully organized numerous global online initiatives tailored for youth, executed in collaboration with esteemed institutions such as UNICEF, SAP, and Accenture.

About Andamio

Andamio is a Cardano startup. Andamio emerged as a product of the work that Gimbalabs has been doing since the beginning of Catalyst in the areas of education and infrastructure. The Andamio team is integrated by members of the Gimbalabs team, plus recognized and respected names in the community with years of experience in the technology industry and business. As a result, we have a solid team ready to contribute significantly to the progress of the Cardano ecosystem.    

The multidisciplinary Andamio team brings expertise in critical project areas and possesses deep knowledge of Cardano technology. The Andamio platform combines sophisticated smart contracts with a pioneering 'Learn to Work' model, offering it as a Platform as a Service. 

Our team's ability to deliver this project with high trust and accountability is grounded in our extensive experience in blockchain technology, software development, and educational technology. We have a proven track record of delivering complex projects on time and within budget, ensuring transparency and stakeholder engagement throughout the project lifecycle.

To ensure trust and accountability:

• We will use transparent project management tools to track progress and spending
• Regular community updates will be provided throughout the project lifecycle
• All transactions, and wallet creations will be verifiable on the Cardano blockchain

To validate our approach:

- Feedback will be collected from participants at each stage to improve the user experience

- We will engage with the Cardano community for input and collaboration throughout the project

[PROJECT MILESTONES] What are the key milestones you need to achieve in order to complete your project successfully?

Project Set-up & content creation

• Develop a detailed project plan. 
• Develop educational content plan for 3 challenges (Learn to Work cycles) leveraging Cardano educational content and ensuring it is made relevant to youth in developing countries.
• Set up program challenges and assessment criteria
• Design assets and promotional materials

Outputs:

• Project plan document
• Educational content for each step of the user journey
• Program challenge structure and rewards mechanism
• Assets and promotional materials

Goodwall setup on Andamio

• Onboarding Goodwall to Andamio
• Development of the Learn to Work programs on Andamio
• Creating courses based on approved content from Milestone 1
• Attaching work opportunities to courses
• Set up a treasury to distribute rewards for approved work submissions

Outputs:

• Goodwall on-chain Andamio platform
• Include educational content on-chain platform

Official Launch and Initial Adoption

• Launch educational first challenge to the entire Goodwall network, emphasizing emerging markets.
• Implement a paid marketing campaign to drive reach and participation 
• Community management, support, and moderation of challenge participants
• Analyze user feedback and participation data
• Implement improvements to the educational journey
• Winner Selection and Reward Distribution

Outputs:

• Launch announcement and marketing materials
• Marketing and adoption reports
• Community engagement 
• Evaluation report
• Updated educational materials and user journey
• Winner selection and notification
• Reward distribution

Launch Challenge 2

• Launch educational challenge 2 to the entire Goodwall network, emphasizing emerging markets.
• Implement a paid marketing campaign to drive reach and participation 
• Community management, support, and moderation of challenge participants
• Scale up marketing efforts based on initial results
• Initiate the “Cardano Champion” program
• Winner Selection and Reward Distribution

Outputs:

• Launch announcement and marketing materials
• Marketing and adoption reports
• Community engagement 
• Cardano champion program structure
• Winner selection and notification
• Reward distribution

* the previous challenge will stay available for new users

Launch Challenge 3

• Launch educational challenge 3 to the entire Goodwall network, emphasizing emerging markets.
• Implement a paid marketing campaign to drive reach and participation 
• Community management, support, and moderation of challenge participants
• Scale up marketing efforts based on initial results
• Initiate the “Cardano Champion” program
• Winner Selection and Reward Distribution

Outputs:

• Launch announcement and marketing materials
• Marketing and adoption reports
• Community engagement 
• Cardano champion program structure
• Winner selection and notification
• Reward distribution

* previous challenges will stay available for new users

Project Completion and Report

• Conclude educational program
• Compile final impact metrics and user success stories
• Share reports with partners and clients and discuss interest in collaborations
• Prepare comprehensive project reports and case studies

Outputs:

• Final project report
• Case studies of impactful user journeys, especially from emerging markets
• Video summarizing project outcomes

[RESOURCES] Who is in the project team and what are their roles?

Goodwall team

Team website: https://www.goodwall.io/about

LinkedIn: https://www.linkedin.com/company/5001199/

1. Omar Bawa - Goodwall Co-founder

   Role: Strategic oversight

   LinkedIn: https://www.linkedin.com/in/omarbawa/

2. Kyle Marquis - Goodwall Program Director

   Role: Program operations oversight

   LinkedIn: https://www.linkedin.com/in/kyle-marquis-5831851b/

3. Byron Wang - Goodwall Head of Engineering

   Role: Technical implementation, Goodwall-Andamio integration

   LinkedIn: https://www.linkedin.com/in/byronpc/

4. Irina Ovary - Goodwall Head of Product

   Role: In-app experience design

   LinkedIn: https://www.linkedin.com/in/irinaovary/

5. Ross Foreman - Goodwall Partnerships Director

   Role: Strategic partnerships

   LinkedIn: https://www.linkedin.com/in/ross-foreman-255293134/

6. Oscar Rodriguez - Goodwall Creative Lead

   Role: In-app asset design

   LinkedIn: https://www.linkedin.com/in/oscar-rodriguez-5a26461b/

7. Marcela Correa - Goodwall Program Manager

   Role: Day-to-day project management

   LinkedIn: https://www.linkedin.com/in/marcelasilcorrea/

8. Josh Taylor - Goodwall Senior Community Manager

   Role: In-app community management

   LinkedIn: https://www.linkedin.com/in/josh-taylor-menendez/

9. Russel Daries - Goodwall Senior Data Scientist

   Role: Data analysis and reporting

   LinkedIn: https://www.linkedin.com/in/russel-daries-25648baa/

Andamio will serve as a key service provider for this project, bringing their expertise in blockchain-based learning systems and Cardano infrastructure. As a service provider, Andamio will assign dedicated team members across several critical functions:

• Project Management: A dedicated project manager to oversee platform integration, technical implementation, and coordination with the Goodwall team
• Customer Support: Technical support specialists to assist with platform usage, troubleshooting, and user inquiries
• Content Support: Educational content specialists to help adapt Cardano Academy materials for the platform and ensure technical accuracy

The Andamio team brings deep expertise in Cardano technology and blockchain education, having emerged from Gimbalabs' work in Catalyst. Their role as a service provider ensures dedicated technical and educational support throughout the project lifecycle, while maintaining clear accountability and project governance under Goodwall's leadership.

[BUDGET & COSTS] Please provide a cost breakdown of the proposed work and resources

Budget Breakdown (Total: 590,000 ADA)

Milestone 1: Project Set-up & Content Creation (2 months) - 118,000 ADA

• Project Manager: 15,000 ADA
• Cardano Education Specialist: 18,000 ADA
• Content Creation Team: 35,000 ADA
• Design Team for Assets and Promotional Materials: 28,000 ADA
• Platform Setup and Initial Integration: 18,000 ADA
• Operational Costs: 4,000 ADA

Milestone 2: Goodwall Setup on Andamio (1 month) - 88,500 ADA

• Project Manager: 7,500 ADA
• Technical Team for Andamio Integration: 45,000 ADA
• Content Migration to Andamio Platform: 13,000 ADA
• Treasury Setup for Rewards Distribution: 19,000 ADA
• Operational Costs: 4,000 ADA

Milestone 3: Official Launch and Initial Adoption (2 months) - 118,000 ADA

• Project Manager: 15,000 ADA
• Marketing Campaign: 35,000 ADA
• Community Managers (2): 18,000 ADA
• Rewards for First Challenge: 28,000 ADA
• Data Analysis and Improvements: 14,000 ADA
• Operational Costs: 8,000 ADA

Milestone 4: Launch Challenge 2 (2 months) - 118,000 ADA

• Project Manager: 15,000 ADA
• Marketing Campaign: 35,000 ADA
• Community Managers (2): 18,000 ADA
• Rewards for Second Challenge: 28,000 ADA
• Cardano Champion Program Initiation: 14,000 ADA
• Operational Costs: 8,000 ADA

Milestone 5: Launch Challenge 3 (2 months) - 118,000 ADA

• Project Manager: 15,000 ADA
• Marketing Campaign: 35,000 ADA
• Community Managers (2): 18,000 ADA
• Rewards for Third Challenge: 28,000 ADA
• Cardano Champion Program Expansion: 14,000 ADA
• Operational Costs: 8,000 ADA

Final Milestone: Project Completion and Report (1 month) - 29,500 ADA

• Project Manager: 7,500 ADA
• Data Analysis and Report Compilation: 13,000 ADA
• Video Production for Project Summary: 5,000 ADA
• Final Operational Costs: 4,000 ADA

Budget Allocation Summary:

1. Personnel Costs: 250,000 ADA

• Project Manager: 75,000 ADA
• Cardano Education Specialist: 55,000 ADA
• Community Managers: 80,000 ADA
• Allocation of Goodwall staff: 40,000 ADA

1. Technology and Platform Integration: 140,000 ADA

• Andamio-Goodwall integration
• Goodwall platform enhancements
• On-chain credential issuance system
• Dashboard with statistics

1. Marketing and User Acquisition: 90,000 ADA

• In-app promotions on Goodwall: 20,000 ADA
• Content creation for challenges: 20,000 ADA
• External influencer partnerships: 50,000 ADA

1. Rewards and Incentives: 84,000 ADA

• ADA rewards for challenge completions
• NFT creation and distribution

1. Administrative and Operational Costs: 36,000 ADA

• Project management tools
• Communication platforms
• Legal and compliance

Total: 590,000 ADA

[VALUE FOR MONEY] How does the cost of the project represent value for money for the Cardano ecosystem?

The investment of 590,000 ADA in this project delivers exceptional value to the Cardano ecosystem through measurable on-chain impact, and global community building. Our approach focuses on creating lasting value through practical education and real-world blockchain usage, ensuring every ADA invested contributes to verifiable ecosystem growth.

On-chain Impact and Measurable Results

The project's primary value proposition lies in its ability to generate significant on-chain activity while building a community of educated users. We anticipate generating over 1,000,000 on-chain activities:

• Wallet activations and first transactions
• Learning credential issuance
• Reward distributions through smart contracts
• NFT minting and transfers
• Staking activities
• DEX interactions

Through our structured learning cycles, we'll activate 100,000 new Cardano wallets.

Educational Impact and Community Building

Our educational approach combines practical experience with theoretical knowledge, creating lasting value for the Cardano ecosystem. The project will achieve:

A comprehensive learning impact:

• 150,000+ course engagements
• 30,000+ completed learning pathways
• Creation of Cardano champions
• All achievements recorded on-chain through verifiable credentials

Global Reach and Market Development

By leveraging Goodwall's existing platform, we'll achieve unprecedented reach in the youth demographic. The project will impact:

• 2 million+ youth reached through targeted engagement
• 150+ countries accessed through Goodwall's global network
• Particular focus on emerging markets with high growth potential

This global reach is achieved without the typically high costs of multi-national campaigns, making it an extremely efficient use of resources for market development. The cost per reached user is just 0.045 ADA, while maintaining high-quality engagement through localized content and community support.

Long-term Ecosystem Benefits

The project's value extends beyond immediate metrics through several key factors:

1. Community Development: Building a network of educated, engaged young users who understand and actively use Cardano technology.
2. Content Creation: Developing a library of youth-focused educational content that can be reused and adapted for future initiatives.
3. Market Intelligence: Gathering valuable data on youth engagement with blockchain technology, informing future Cardano initiatives and developments.
4. Network Effect: Creating a self-sustaining community of Cardano champions who will continue driving adoption and innovation.

The combination of measurable on-chain activities, sustainable infrastructure development, and global community building makes this project an excellent investment of Catalyst funds. The focus on practical education and actual blockchain usage ensures that participants become active, knowledgeable members of the Cardano ecosystem, driving long-term adoption and innovation. With a clear path to achieving 1,000,000+ on-chain activities and activating 100,000 new wallets, the project represents a highly efficient approach to growing the Cardano ecosystem among global youth.