My Vote My Right Campaign

My Vote My Right

Awareness Campaign

For Youth Voters

Presented by Nagarajan M, IAS

7/3/2012

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Speak their Language: Connect

• Spread a message

• Go where our audience are

• Speak in their language and

• Provide a platform to them.

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Objectives of the Campaign

• Awareness creation and education

• Community Building – Develop thought leaders and champions who will evangelize Voting

• Create a buzz about participating in Elections.

• Change perception of Voting as a duty to Voting as cool.

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Why Youth Voters?

• Youth Voters are those voters in the age group of 18 to 25 years. Most of the Voters in this age group are first time voters.

• There is no formal or informal mechanism to prepare the Voters to perform their Democratic duties.

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Why this campaign

• Instill a sense of belongingness

• Make aware of rights and duties

• Realize the importance of Ethical Voting

• Enable conversation among Youth on their

Democratic rights and duties.

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Components

Online Offline

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Online strategy

• Creation of the Team

• Development of Portal – MyVoteMyRight.com

• Yes – its available

• Design of creatives, developing portal content viz. forms, FAQs, Audio, Videos, infographics

• Creating Social Media accounts

• Creating process for engagement online – viz comments, replies.

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Engagement

• Reply to User Comments – on website, facebook page, twitter

• User submitted articles, videos, photos – evaluated and uploaded.

• Articles by eminent persons on Electoral issues – viz Journalists, thought Leaders and Youth themselves.

• Experience sharing among the youth via discussion forum.

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Some examples…..

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Why Online

• Primarily its an online initiative to harness the power of Social Media Networks like Facebook, Twitter and LinkedIn.

• Majority of College Students and youth in the category access these Social Networks with Facebook being the leading network.

• Facebook : 900 million registered users • more than the population of USA (313mn as on 06-03-

2012) and slightly less than the population of India (1,210mn – Census, 2011) .

• The maximum no. of users of Facebook are from US. India ranks 2nd with close to 46 million users. Brazil and Indonesia are at the 3rd and 4th spot.

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Tata Consultancy Survey - findings

• 85% teenagers have a Facebook account,

• 43% are on Orkut,

• 30% are on Twitter, and

• 27% have an account on other social networking websites.

• The key insight is……….that

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• In Delhi, 96% of those surveyed had a Facebook account, dramatically up from 24% in 2009;

• In Mumbai, 97% had a Facebook account, as compared to 40% in 2009.

24%

40%

96% 97%

0%

20%

40%

60%

80%

100%

120%

2009

2011

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Content Generation

• Content will be generated in the form of Posters, Wallpapers, Audio jingles, Video clips which have high virality.

• PDF forms - download

• Online query service (integrated with ceogujarat.gov.in website)

• FAQs

• Online Voting – awareness videos

• Course modules on Ethical Voting aspects

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Offline Activities

• Once the attention is mobilized in online networks it will be supplemented with offline activities like Workshops and competitions and fests in Colleges.

• Poster Design Contest

• Slogan Contest

• Quiz – online and offline

• Essay Contest

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Voting Cycle – Gap Analysis

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• Does not know anything about voting except what's shown on TV

Attains 18 years

• Needs to know - why should I vote, where is my name in Voter list, where is my Polling Station.

College enrolls name in EIPC

• Are my friends having their EPICs

EPIC is received

• Ethical Voting !?!

• Discuss with friends and elders ?

Poll announced, Watches TV, Reads Newspaper and discusses with Friends

• Go and vote based some impressions generated accidentally

• No application of thought.....similar to "Share Market Investment"

• Mass Gambling......

On Voting Day simply votes to some random Symbol.

Hence this Campaign…….

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Future Plans

• This portal will be handed over to ECI for continual update and maintenance.

• Evolve as an Online resource and reference portal for all matters relating to Elections – in Common Man’s language.

• Crowdsource expenditure monitoring – mobile apps which will help people report irregularities by posting pictures, videos or email.

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Email : mnagarajanias@gmail.com

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