Educating Teens in Nepal About Human
Trafficking

plan

Organization Type

Nonprofit

Impact Areas

International Development,
Girls’ Rights

Location

Nepal

Services Provided

Conversational Design
Chatbot Implementation
Pilot Support
Chatbot Maintenance

The Challenge

It is estimated that more than a million people are at risk of being trafficked in Nepal every year. Traffickers devote resources and time to gain the victim’s trust and ensure their collaboration. Common recruitment techniques can include a tempting job offer, or an arranged marriage proposal. Other traffickers target job seekers online with seemingly innocent job postings, or even under the guise of a legitimate workforce agency.

Raising awareness of such a complicated and anxiety-invoking subject is not easy. It requires an engaging and reassuring presentation of the subject that will cater to a wide age group. The educational materials need to be available 24/7, and keep the user engaged to help them internalize key concepts and behaviors that will help them decrease the risk of falling victim to human trafficking.

Our Solution

Together with Plan International USA and Nepal teams, we created Maya, a Facebook-based conversational assistant that interactively educates the teens on the topics of trafficking, migrating safely for work, and protecting yourself online. The pilot version of was released to the public in September 2020. After a 5-month pilot in 2020, the team implemented the pilot’s learnings by adapting the chatbot structure, adding content, and improving the Natural Language processing capabilities of the chatbot.

Results

Plan International’s educational programs were almost brought to a halt when schools were shut down due to the COVID-19 outbreak. Thanks to Maya, the organization reached more than 5,000 Nepali users over 2021.
Some key facts about Maya’s engagement with Nepali youth in 2021:
  • Maya engaged 5,600 users in 7,600 sessions over the course of the year
  • Users spent on average 5 minutes and 45 seconds speaking to Maya
  • 56% of Maya’s users were between 18 and 24 years old
  • Average star rating for Maya’s conversation was 4.41 out of 5 stars.
  • Female users spent 60% more time with the chatbot and were 47% more likely to complete a content module (such as information chapter, quiz, or story)

Technologies

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