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 delivered to caregivers multimedia (text plus audio, or SMS+audio) content in Luganda on a daily basis over period of 91 days. During this period, all of the letters of the Luganda alphabet were 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 Endline report describing the findings using a product evaluation framework.