In 2012, Urban Planet Media and Entertainment Corporation/Urban Planet (UP) was awarded a grant through All Children Reading: A Grand Challenge for Development. The grant awarded to UP was used to develop, pilot test, and evaluate an early literacy product in Uganda that targets parents through their mobile phones and encourages them to engage their early primary- school aged children in literacy skills-building activities outside of school hours. The product, which is delivered in the Luganda language, delivers multimedia (text plus audio, or SMS+audio) content on a daily basis over period of 91 days, during which all of the letters of the Luganda alphabet are introduced as well as 10 key vocabulary words all related to a short story. The product was evaluated by RTI International using RCT methodology. This is the baseline report describing the methodology and participant characteristics after pre-testing.