Cardano in Action: Youth Empowered with Practical Blockchain Education

[GENERAL] Name and surname of main applicant

Omar Bawa

[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

Ross Foreman: ross@goodwall.org

Marcela Correa: marcela@goodwall.org

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

5

[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, focusing on emerging markets, for hands-on Cardano education: wallet creation, fund transfers, donations. Creating new generation of young Cardano champions.

[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

Our decision to maintain a non-open source approach is rooted in two key considerations. Firstly, we prioritize safeguarding our intellectual property, as our proposed solution incorporates proprietary algorithms developed through significant research and development investments. Lastly, to ensure the highest quality and consistency of our solution, a closed-source approach allows us to maintain control over the codebase, mitigating potential challenges associated with collaborative development. This strategic decision aims to preserve innovation, support our business objectives, and guarantee the excellence of the project's outcomes

[METADATA] Horizons

Education

[SOLUTION] Please describe your proposed solution

Our solution, "Cardano in Action: Empowering Youth Through Practical Blockchain Education," aims to drive Cardano adoption and practical blockchain understanding among youth, with a special focus on emerging markets. We will leverage Goodwall's existing network of 2.5 million+ youth across 150+ countries to implement a series of hands-on educational challenges:

1. 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
2. Wallet Creation: Users will be guided through the process of creating a Cardano wallet, learning about wallet security, management and opportunities
3. Participate in challenge: Users will demonstrate knowledge and prove wallet creation by providing wallet ID in description of post.
4. Receiving Funds: Winners who demonstrated the most comprehensive understanding of practical blockchain knowledge stand the chance to win up to 500 ADA (exact amount to be determined in program co-creation based on incentive mechanism). The total prize pool allocation will be ADA 10 000. These rewards will be received in their newly created wallet, experiencing their first blockchain transaction and holding of ADA.

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

This approach is unique because it provides a hands-on incentivized experiential learning challenge for youth all 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 the creation of a network of young Cardano champions from multiple nationalities. 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. By reaching youth in emerging markets, the program is poised to drive long-term adoption and innovation within Cardano. 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.

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

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

1. Reaching over 1 million youth and having 60k + engagements with the educational content
2. Rewarding Cardano wallets: We aim to reward +50 new active wallets from Cardano champions, primarily from emerging markets, who will become advocates for Cardano in their communities, driving organic growth
3. Generating educational youth-friendly content that can be used in other Cardano activites: Goodwall's creative team and young content creators will develop bespoke educational content for this program which will be shared and available to be used by the ecosystem
4. Enhancing blockchain literacy: Participants will gain practical experience with Cardano, understanding its real-world application
5. Generating transaction volume: Through the educational process, we expect to generate high volume of new Cardano transactions
6. Expanding Cardano's reach in emerging markets: By focusing on youth in these regions, we're opening new avenues for Cardano's growth and application
7. Exposure to Goodwall sponsors, clients and partners interested in youth education to continue the program

We will measure impact through the following metrics:

• Reach and Engagement with the challenge 
• Number of new Cardano wallets rewarded
• Participant understanding of Cardano applications through videos posted on the challenges
• User feedback on blockchain education experience through videos posted on the challenges and chat functionalities in-app
• Geographic distribution of participants, with a focus on emerging markets

We will share our outputs through:

• Shared dashboard displaying the key metrics of the challenge: impressions, reach, engagement and entries
• A shared drive with bespoke educational videos created
• A comprehensive report at the end of the project, detailing outcomes and lessons learned
• Case studies highlighting individual user journeys and impact stories, especially from emerging markets
• Repository with Cardano champions contact detail who would like to be involved in other Cardano activities

[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?

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

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, 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

Recently Goodwall hosted a very successful Art Competition "Imagine2050" sponsored by Pictet, the private bank, that was exhibited in collaboration with the Tate Gallery at the London Zoo.

Goodwall has been part of the Cardano ecosystem for years, successfully delivering on multiple Catalyst projects in Fund 8 and 9. 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 be featuring 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 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, having successfully organized numerous global online initiatives tailored for youth. These programs were executed in collaboration with esteemed institutions such as UNICEF, SAP, and Accenture.

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

Project Set-up

• Develop detailed project plan and educational content plan leveraging Cardano educational content and ensuring it is made relevant to youth in developing countries.
• Set up program challenge and 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

Acceptance criteria:

• Approval of project plan by the Cardano team
• Approval of challenge structure
• Approval of assets and promotional material

Official Launch and Initial Adoption

• Launch educational journey to the entire Goodwall network, with emphasis on emerging markets
• Implement a paid marketing campaign to drive reach and participation 
• Community management, support and moderation of challenge participants

Outputs:

• Launch announcement and marketing materials
• Marketing and adoption reports
• Community engagement 

Acceptance criteria:

• Youth reached, engagement levels in line with the challenge objective and wallets being created on Cardano

Midpoint Evaluation and Optimization**

• Analyze user feedback and participation data
• Implement improvements to the educational journey
• Scale up marketing efforts based on initial results
• Initiate Cardano champion program

Outputs:

• Midpoint evaluation report
• Updated educational materials and user journey
• Cardano champion program structure

Acceptance criteria:

• Challenge videos and Cardano wallets created
• 50+ Cardano wallets rewarded
• Youth Cardano Champions selected

Winner Selection and Reward Distribution

• Selection of winners based on the pre-defined criteria
• Distribute of rewards to the winners to their newly created Cardano wallet
• Amplification of winners within the Goodwall community

Outputs:

• Winner selection and notification
• Reward distribution
• Post reward survey 

Acceptance Criteria

• Winner announcement and recognition
• Rewards distributed on newly created wallets
• Results of post reward survey

Project Completion and Report

• Conclude educational program
• Compile final impact metrics and user success stories
• 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

Acceptance criteria:

• +1K users reached
• +60K engagements
• +300 youth videos posted on the challenge
• +50 new Cardano wallets rewarded for Cardano champions
• 10,000 ADA distributed to participants
• Cardano champions selected and connected with further learning opportunities on Cardano Academy
• Impact stories provided to Cardano

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

Omar Bawa - Co-founder of Goodwall, 

Role: oversight of the project 

Kyle Marquis - Program Director & 

Role: Program operations oversight

Byron Wang - Head of Engineering

Role: bugs, glitches and errors, proper functioning of the online platform for smooth delivery of the program.

Irina Ovary- Head of Product

Role: Roadmap planning of program to meet with all requirements and previously agreed deliverables.

Ross Foreman - Partnerships Director - Leads Business Development and Strategic Partnerships.

Role: Ideation and program feasibility within both Cardano and Goodwall capacities.

Oscar Rodriguez - Creative Lead and Designer:

Role: Visual graphic design for all digital assets destined to marketing, promotion and program visibility within the app.

Marcela Correa - Program Manager 

Role: Focal point between Cardano and Goodwall for all updates and clarifications that may arise through the program implementation.

Javier Torres - Growth Marketing Manager

Role: Leads growth marketing at Goodwall and is responsible for the community management and moderation team

Rusell Daries: Senior Data Scientist:

Role: Analysing data outputs, measuring KPIs, and drafting regular reports

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

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

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

Total Budget: 100,000 ADA

1. Personnel Costs: 55,000 ADA

• Program Manager: 20,000 ADA
• Blockchain Education Specialist: 15,000 ADA
• Partial allocation of existing staff inclusive of Finance, Community Management and Moderation, Design and Data Scientist: 20,000 ADA

1. Goodwall Technology requirements and set-up of challenge: 20,000 ADA

   - 

• Set-up of user journey and challenge on Goodwall
• Data tracking and reporting tools

1. Marketing and User Acquisition: 10,000 ADA

• Digital advertising
• Content creation for educational journey

1. Rewards: 10,000 ADA

• Rewards to be allocated to youth - TBD on per award amount based on challenge set-up and incentivization. Range between $250 (40 rewards) to $500 (20 rewards)

1. Administrative and Operational Costs: 5,000 ADA

• Project management tools
• Communication platforms
• Miscellaneous expenses

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

This project offers great value for money for the Cardano ecosystem:

• User Acquisition and Education: At 100,000 ADA for reaching 1M+ plus youth in emerging markets and ensuring tens of thousands of youth engage with the challenge

• Practical Blockchain Experience: Users gain experiential learning experience and not only learn about practical Cardano use cases but also how to create a Cardano wallet

• Transaction Volume: By distributing 10,000 ADA in rewards to newly created wallets, we're driving real-world usage and adoption of the Cardano network

• On-chain activities: the creation of hundreds of new wallets will promote diverse on-0chain activities such as staking, send & receive ADAs, convert to a stable coin, NFTs and others

• Social Impact: Guiding youth to define what they will do with their ADA will encourage a donation aspect towards existing partnerships such as UNHCR 

• Leveraging Existing Infrastructure: By utilizing Goodwall's established platform and 2.5M+ user base, we are maximizing reach while minimizing cost

• Long-term Value: The practical knowledge and experience gained by participants will have lasting effects, potentially leading to future projects, developments, and innovations on the Cardano blockchain

• Emerging Market Focus: By targeting youth in emerging markets, we're tapping into regions with high potential for blockchain adoption and innovation, potentially opening new markets for Cardano

• Cardano Champions: The creation of a network of young Cardano advocates in emerging markets will drive organic growth and adoption beyond the scope of this project

• Alignment with Goodwall Supporters: The program's focus on youth empowerment, technological education, and social impact makes it highly attractive to Goodwall's existing partners, potentially leading to further collaborations and investments in the Cardano ecosystem

While the number of directly onboarded users is lower than initially proposed, the depth of engagement and the potential for these users to become active Cardano champions in their communities provides significant value. This approach prioritizes quality over quantity, ensuring that each participant receives a meaningful introduction to Cardano and has the potential to drive further adoption in their networks.

Given Goodwall's track record, existing user base, and the multi-faceted approach of this project, the potential return on investment for the Cardano ecosystem is substantial, making this an excellent use of Catalyst funds.