Hello Hope / Merhaba UmutCase study by UNESCO-Pearson Initiative for Literacy

Name Location

Year launched

Reach

Implementing organization

Hello Hope / Merhaba Umut

Turkcell

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Turkey

2016

Focus of interventionSupport Syrian refugees living in Turkey through language learning and general living information

More than 750,000 downloads since launch

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Summary

The refugee and internally displaced population has grown to over 65 million people around the world (UNHCR, 2016). Since 2011, Syrians who have been forced to flee the civil war that has devastated their homes have accounted for almost 5.5 million of the world’s displaced people (UNHCR, 2018). Turkey provides asylum to the largest number of displaced Syrians, with 90 per cent of them living in major cities (UNHCR, 2018).

Mobile phones are essential tools for refugees. They help them coordinate their travels and communicate with family and friends (GSMA, 2017). The growing importance of mobile phones among refugees has motivated aid agencies to recognize connectivity as a basic necessity, while mobile network operators (MNOs) view the expanding market base as an opportunity to develop new services for social good (GSMA, 2017). However, barriers associated with language and literacy – Syrians speak Arabic and not Turkish – as well as prohibitive costs of data can limit access to the internet and mobile applications among displaced people (GSMA, 2017).

Turkcell, a converged telecommunication and technology company, operates as a prominent mobile service provider for Syrian refugee communities in Turkey. Currently Turkcell provides mobile cellular connectivity to over 1.7 million Syrians as well as learning materials for Turkish language learners and the country’s first Arabic-language call centre. In 2016 Turkcell developed the free Hello Hope – or ‘Merhaba Umut’ in Turkish – mobile app to support the integration of Syrian communities into Turkish society through basic language training and provision of key information in the Arabic and Turkish languages to help them improve their livelihoods.

The mobile app is available to everyone regardless of their mobile operator, for iOS and Android smartphones and tablets. Hello Hope is also easily accessible to refugees of all levels of literacy and digital skills. An instant voice translation feature between Turkish and Arabic operates with voice commands and icons as well as written script, while Turkish language-learning flashcards come with photos and audio recordings of words and expressions which make them easily understandable, and enable users to improve their pronunciation.

Through the UNESCO-Pearson Initiative for Literacy: Improved Livelihoods in a Digital World, this case study is part of a series highlighting how inclusive digital solutions can help people with low skills or low literacy levels use technology in ways that support skills development and, ultimately, improve livelihoods – in contribution to achieving the Sustainable Development Goal on education. For more information go to en.unesco.org/themes/literacy-all/pearson-initiative.

ABOUT THIS CASE STUDY

Case Study: Hello Hope / Merhaba Umut by Turkcell 3

Why selected

Hello Hope is interesting because an MNO has responded to the needs of a refugee population, offering both livelihoods and educational support, as well as growing its customer base. The evolving feature set reflects the dynamic nature and needs of displaced populations and Turkcell’s ability to adapt its offering accordingly, while making the content and interface as usable and relevant as possible.

Key takeaways

1 / Hello Hope is designed to meet the needs of Syrian refugees living in Turkey by providing important information (on hospitals, pharmacies and so on) and learning content for users with a variety of literacy backgrounds and technical skill levels.

2 / The instant speech translation service helps Syrians efficiently navigate information to assist them with health care and general living requirements while learning the Turkish language.

3 / Turkcell is consciously enhancing the services offered through Hello Hope by taking a user-centred design approach to product development, routinely soliciting feedback and collecting survey data, which is integrated into the app’s digital platform.

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Context and project origins

Prior to developing the Hello Hope digital platform, Turkcell conducted a market analysis of Syrian refugees in Turkey. As is the case elsewhere, mobile connectivity is an important means of improving support to this refugee community.

The idea for the digital platform emerged from Turkcell’s experiences serving the Syrian refugee community in Turkey, both as their cellular provider and through a dedicated Arabic-language call centre. Prior to developing Hello Hope, Turkcell had used mobile platforms for learning through the Turkcell Academy (GSMA, 2016). Founded as an in-house training centre for Turkcell employees, Turkcell Academy has helped develop three digital learning platforms:

• The Hello Hope app catering to Syrian refugees, as a corporate responsibility project;

• The Turkcell Digital Academy app providing a digital learning platform for individual training needs regardless of cellular provider;

• The Turkcell Learning Management System offering digital training programmes to Turkcell employees and employees of corporate partners.

To improve support to the displaced Syrian community, Turkcell began by expanding its infrastructure in remote areas occupied by those fleeing the conflict, providing connectivity to over 25 refugee camps in 2016 (GSMA, 2016). Interactions with the refugee community revealed that connectivity was not enough, and that language is a substantial barrier for many Syrians living in Turkey (GSMA, 2016). To improve access to basic health services and other needs such as children's education and vocational training, Turkcell turned from infrastructure to developing a platform with essential features in the Arabic language.

According to Turkcell’s survey results prior to the service launch in 2016, of a sample of over 4,000 respondents, 97 per cent reported owning a mobile phone with 84 per cent smartphone penetration. Over 60 per cent of respondents used internet-based applications such as WhatsApp to communicate with family and friends. The majority of Syrian refugees living in Turkey were Arabic speakers, and they had been in the country for an average of over two and a half years. The education levels in this community were low, with 35 per cent of respondents reporting only a primary school education and 15 per cent unable to read.

INSIGHT

Snapshot of Syrian refugees

in Turkey

Case Study: Hello Hope / Merhaba Umut by Turkcell 5

Designing with the user

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The target group for this digital solution includes Arabic speakers learning the Turkish language, while the frequently asked questions (FAQ) have been developed almost exclusively for the Syrian refugee community in Turkey. By the seventh year of the conflict, refugees in Turkey were no longer concentrated in the border regions where there is a high density of Arabic speakers. Rather, refugees are spread across the country, and most reside in urban hubs where Turkish is the predominant language.

Figure 1. Syrian customers using the Hello Hope app

The market survey conducted by Turkcell revealed substantial previous exposure to and comfort with connected devices, allowing the target group to make ample use of the services provided through the Hello Hope app. While connectivity is required for most features, certain components of the app can be used offline once downloaded, including language flashcards and the FAQ. Hello Hope can be downloaded freely and is designed to be an all-access solution for basic language learning and information delivery to customers of all mobile operators.

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The app was not designed with any specific assumptions regarding reading proficiency and technical skills. While the Syrian refugees in Turkey come from a variety of backgrounds, all displaced people arriving in Turkey share characteristics that place constraints on their ability to communicate and function in a new sociocultural environment. Therefore, Turkcell developed Hello Hope with an end goal of providing content that is as easy to use and understand as possible.

The user-centered design process drew on the feedback provided by target end-users during the initial development phase. Given the diversity of anticipated users in terms of age, reading proficiency and technical literacy, Turkcell emphasized simplicity and basic needs when designing the app’s features. A key priority informed by the focus groups was offline access to digital flashcards so individuals could practise in their own time. Also, the content for the app specifically used the version of Arabic spoken in Syria.

After a 2016 launch, Turkcell conducted several community mobilization activities to reach Syrian refugees and inform them about Hello Hope. Outreach efforts included SMS blasts, social media messaging, endorsement material distributed through Turkcell stores, in-class training held in the centres of aid organizations working with the target communities, and word of mouth through community campaigns (Figure 2 and 3).

Expansion efforts were also supported through Turkish Red Crescent community centres and at Turkcell events, where representatives helped individuals download material and orient themselves to the app’s features. Topics covered included navigation of the menus, searching for information, and using the instant speech translator.

Figure 3. Refugees receiving in-person support for the Hello Hope app at a Turkish Red Crescent community centre

Figure 2. Hello Hope outreach material

Case Study: Hello Hope / Merhaba Umut by Turkcell 7

The digital solution

Language learning. The language learning component consists of digital flashcards of 700 of the most common words and phrases in Turkish. The digital flash cards are grouped into categories and display written words in Turkish and Arabic along with images and audio output to support pronunciation. Each unit includes a self-assessment feature where users can test their knowledge while providing Turkcell with important usage statistics (Figure 5). Learning content is complemented by educational videos including Khan Academy’s K-12 videos for basic education. Other content includes beginner-level conversations related to various day-to-day

Figure 4. Hello Hope app home

screen with one-touch access to app content

Figure 5. Screenshot of self-assessment with Turkish flashcards. Red indicates an incorrect response, while green shows a correct answer

Hello Hope was developed to support the integration of Syrian refugees into Turkish society and improve their lives through home language content and features. The digital solution has three primary components: language learning, a speech translator, and information and communication support.

activities, with subtitles catering to adult users interested in learning Turkish. The content for the language learning component is constantly being updated and expanding to include new vocabulary.

Speech translator. An instant speech translator for Turkish and Arabic languages operates using voice-activated features. The instant audio translation feature allows users to rapidly convert spoken Arabic into Turkish, or vice versa, and incorporates target language icons to facilitate use. All translations are provided in both audio and written format.

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Information and communication support. The FAQ component helps refugees access reliableinformation on public services such as registration requirements, health and education, as provided through the Turkish Red Crescent (Figure 6 and 7). For example, a parent can use the platform to understand how to register their child for school. Answers are available in both Turkish and Arabic and are simple enough to support enquiries from low-literate parents. A location-based feature guides individuals to the nearest service points, such as schools, pharmacies and banks.

One-click access to Turkcell’s Arabic-language call centre helps refugees talk to call centre employees to solve their issues related to connectivity, communication and Turkcell-related services. While it was not the initial intention, this service has also functioned as a general helpline for support.

The learner-centred nature of the Hello Hope app requires users to be self-motivated and have the appropriate smart-enabled device to access the features. The FAQ component requires basic literacy, while the other components incorporate audio and video features to better support those with lower literacy levels. Recently, a daily news section has been added to enable users to access news content on one of Turkey's local content providers.

As a part of the broader ‘Hello Hope’ initiative, Turkcell has extended its support to Turkey’s Kahramanmaras refugee camp. Through this initiative, Turkcell has partnered with Turkey’s Emergency and Disaster Management Authority (AFAD) and Prodea Systems to bring fibre connectivity to a technology centre in the camp. The centre is equipped with Internet Protocol TV1 sets and tablets which provide livelihood and educational content for women and children.

Figure 7. The FAQ section

Figure 6. Screenshot of useful information categories available through Hello Hope

1 Internet Protocol television delivers television content over Internet Protocol networks. This differs from delivery through traditional broadcast, satellite and cable television formats.

Example Position

Case Study: Hello Hope / Merhaba Umut by Turkcell 9

Monitoring and evaluation strategy

Turkcell’s major goals for the app are to ensure its use by the Syrian refugee community while constantly improving the user experience based on usage statistics. The following key data is collected to monitor progress along these specific goals:

• number of downloads

• sources of download (Apple App store and Google Play store)

• number of weekly active users

• user satisfaction

• usage statistics for each feature, such as the Turkish language learning section, instant speech translation feature, categories in the useful information section, videos watched

• frequency of sessions with the app

• device operating system.

Data is tracked using analytics tools integrated into the app in addition to digital surveys and app store ratings and user comments. Qualitative feedback provided by users through Turkcell communications including focus groups and the Arabic Call Centre contributes to the monitoring and evaluation data to help improve the overall experience with Hello Hope.

Monitoring results revealed that the digital flashcards were particularly popular, leading Turkcell to increase the content of that component. The FAQ/useful information component was developed using preliminary input prior to the launch of the app and is constantly updated based on user needs and feedback. The news section, launched in February 2018, was developed based on users’ requests for daily content.

Based on some of this feedback, Turkcell has also incorporated new features to the app experience including instructional videos and in-app surveying that serves to improve the user feedback delivery process. In December 2017 Turkcell used the in-app survey feature to collect data on the user experience. The responses indicated that the Turkish language learning content was the most popular feature, while education and health were the information content categories with the highest demand.

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more than

750,000 downloads

11.4million

instant speech translations

1million

calls to the Arabic-speaking call centre

4.7million

views of the FAQ

614,000

video views

average of

35,000 weekly users

463million

views of the digital flash cards

3.7million

searches for words

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Denia is a 17-year-old Syrian girl who has lived with her family in Istanbul for the past four years. She was one of the early users of the Hello Hope app to help improve her vocabulary. When she first arrived with her family, none of them spoke any Turkish. As she started Turkish courses along with Hello Hope, she started to feel more confident in communicating in her daily life. She used Hello Hope’s instant speech translation feature mostly for communication with doctors, while building her health-related vocabulary through the Turkish-language flashcards. Today her Turkish language skills serve as a critical resource for her family as they continue to adapt to their new environment.

IMPACT

User success story

Figure 8. Denia, a Syrian refugee and user of the Hello Hope app

Results to date

As of mid-February 2018, the Hello Hope app has achieved:

Case Study: Hello Hope / Merhaba Umut by Turkcell 11

Sustainability and future plans

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Turkcell currently has 1.7 million Syrian subscribers and aims to extend its reach to all smartphone users through an ongoing digital communication and marketing strategy with its partners, including Turkish Red Crescent, AFAD, the Turkish Ministry of Education, and NGOs operating throughout the country. As part of this process, Turkcell plans to expand the Hello Hope app to benefit the broader Syrian diaspora.

The Hello Hope initiative is evolving in a number of important ways. Turkcell is planning to both expand the app features and complement its focus on using the power of mobile to provide education services to Syrian refugees. This will include providing new projects under the ‘Hello Hope’ umbrella and expanding services already offered by the app. The refugee camp pilot project mentioned above is one example.

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Lessons learned and recommendations

Develop with ambition. A frequent concern during the initial development phase was whether smartphone penetration and data use among Syrians would be obstacles to developing a rich but efficient digital service. However, Turkcell knew from its previous telecom experience with this target community that penetration and connectivity would not be a significant barrier.

Design to improve skills and well-being. Market survey results revealed that refugees want a sense of normality in their lives, in addition to developing their livelihoods. While building up skills is the most important feature of the Hello Hope app, supporting user wellness is an interesting area to explore further.

Provide needs-based content. As part of its service expansion, Turkcell now offers daily news feeds in Arabic to complement the learning features of the platform. The new feature will help connect Syrians in Turkey with current events from around the world. While this was initially planned as a more comprehensive feature to build into the app, survey results illustrated that the local community values learning content over the news feeds. This allowed Turkcell to refocus its design efforts according to the priorities of its user base.

Be sensitive to user contexts. Ideally Turkcell would track individual user progress with the learning content through assessments. However, requiring users to register is sensitive for refugee populations and also adds a step that may be too onerous for some users. When serving refugees it is thus a challenge to balance privacy and ease of use against richer personal feedback mechanisms.

Design with an integrated, digital feedback loop. The embedded survey feature allows interactivity with the end users and provides rich data about user needs and interests. Turkcell realizes that although it was actually a late design feature, the embedded survey capability should have been a part of the initial prototyping.

Case Study: Hello Hope / Merhaba Umut by Turkcell 13

Contact information

Turkcell is a converged communication and technology services company serving customers with mobile and fixed networks and providing digital apps and educational content.

References

GSMA (Global System Mobile Association). 2016. Turkcell – refugees as valued customers: case studies. www.gsma.com/refugee-connectivity/case-study-turkcell-refugees-as-valued-customers/ (Accessed 14 January 2018.)

–––. 2017. The Importance of Mobile for Refugees: A Landscape of the New Services and Approaches. London, UKAid. www.gsma.com/mobilefordevelopment/wp-content/uploads/2017/02/The-Importance-of-mobile-for-refugees_a-landscape-of-new-services-and-approaches.pdf (Accessed 26 January 2018.)

UNHCR (UN High Commissioner for Refugees). 2016. Connecting Refugees: How the Internet and Mobile Connectivity can Improve Refugee Well-Being and Transform Humanitarian Action. Geneva, UNHCR. www.unhcr.org/publications/operations/5770d43c4/connecting-refugees.html (Accessed 26 January 2018.)

–––. 2018. Syria Emergency. www.unhcr.org/en-us/syria-emergency.html (Accessed 13 January 2018.)

www.turkcell.com.tr/en/aboutus/corporate-social-responsibility/hello-hope

kurumsalsosyalsorumluluk@turkcell.com.tr

This case study was commissioned by UNESCO and Pearson as part of the UNESCO-Pearson Initiative for Literacy: Improved Livelihoods in a Digital World. The views and opinions expressed in this case study are those of the authors; they are not necessarily those of UNESCO and do not commit the Organization.

Authors: Nathan M. Castillo, Education Consultant, and Steven Vosloo, Section of Youth, Literacy and Skills Development, Education Sector, UNESCO.

UNESCO is grateful to Turkcell for their support in developing this case study.

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