…150 million people in Africa currently carries a
smartphone with web access…with 50 million added every year…
…1 in 8 of these people has an English reading vocabulary below that of an average 14-year old…
…online real-time translation of local languages are hugely deficient
(of the 64 languages Google translates into today, none of the 16 largest
languages in Africa – spoken by over 300 million people – are included)…
…with the power of the web in their hands, millions of people in Africa
– and many hundreds of millions of people worldwide
– do not understand web text well enough to meaningfully act on it…
…Gatfol translates online and in real-time – from complicated
web English into any level of vocabulary set by the user…
…Gatfol empowers severely challenged readers (down to a bare 200 word vocabulary)
with an instant active vocabulary of that of a university graduate (over 20 000 words)…
At least half a billion LITERATE adults worldwide have at most been educated to primary school level.
At least one in every two has a cell phone.
Gatfol asked a small sample of reading-literate people based in Africa to tell us what words
(taken from the Hollard insurance website with products specifically for them), they do not understand.
From all keywords describing funeral insurance for the right target market,
only 34% of the test demography understood the conveyed message
at a level substantial enough to act upon.
Words that you and I and the internet world take for granted
bypasses this massively large socio-economic stratum…
For us – simple words – for them – information (and a better world) beyond reach…
Words not understood…
Lump sum 33%
In the developing world, funeral expenditure is socially important and
economically burdensome, both on an individual- and family group level.
Over 300 million people worldwide are carrying a financial burden that could
have been lessened had the message conveyed to them been better understood…