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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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