Awareness Campaign to reach out toYouth Voters using Social MediaSubmitted by Nagarajan M, IAS             Assistant Colle...
Online Activities          Primarily it’s an online initiative to harness the power of Social Media Networks likeFacebook,...
Objectives        Awareness creation and education        Community Building – Develop thought leaders and champions who w...
   Email Campaign –      SMS Campaign -      Each one Catch One – Add friends to Voter List      Appointment of Youth ...
The EPIC Enrolment Cycle – Gap AnalysisConclusion:This campaign aims to bridge knowledge gap, create an online resource us...
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Awareness Campaign for Youth Voters using Social Media - Concept Note

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Why and How to use Social Media to spread the message to Democracy and Voting to Youth Voters using new media channels like web and social media. Make then aware of their rights and responsibilities.

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Awareness Campaign for Youth Voters using Social Media - Concept Note

  1. 1. Awareness Campaign to reach out toYouth Voters using Social MediaSubmitted by Nagarajan M, IAS Assistant Collector and ERO ,8- Tharad, Dist.BanaskanthaThis Campaign is based on the premise that if we need to spread a message then we have togo where our audience are, speak in their language and provide a platform to them.Why Youth Voters? Youth Voters are those voters in the age group of 18 to 25 years. Most of the Voters inthis age group are first time voters. There is no formal or informal mechanism to prepare theVoters to perform their Democratic duties.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.When to conduct this campaign The Campaign will be started in the first week of June 2012 during the special summaryrevision. However the Campaign will be running throughout till announcement of elections.What will be done The Campaign will have both online and offline components: 1Email : mnagarajanias@gmail.com
  2. 2. Online Activities Primarily it’s an online initiative to harness the power of Social Media Networks likeFacebook, Twitter and LinkedIn. Majority of College Students and youth in the category accessthese Social Networks with Facebook being the leading network.The primary focus will be on a website and Facebook. A recent survey by Tata ConsultancyServices reports: Social networking: 85% teenagers have a Facebook account, 43% are on Orkut, 30% are on Twitter, and 27% have an account on other social networking websites. In Delhi, 96% of those surveyed had a Facebook account, dramatically up from 24% in 2009; similarly in Mumbai, 97% had a Facebook account, as compared to 40% in 2009.1 The website will be the place where all content, promotional materials (audio, video,pictures, PDFs) will be posted. Facebook will be used for promotion, engaging with the Voterslike answering questions, acknowledging comments etc. Twitter will be used for promotion. Facebook users cross 900Mn. That is more than the population of USA 2 (313 Mn) andless than population of India (1200Mn)Offline Activities Once the attention is mobilized in online networks it will be supplemented with offlineactivities like Workshops and competitions and fests in Colleges.  Poster Design Contest  Debates  Video Documentary Contest1 http://www.indiasocial.in/gen-y-study/2 http://www.census.gov/population/www/popclockus.html 2Email : mnagarajanias@gmail.com
  3. 3. Objectives 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.Goals  Create an easily accessible, credible repository of Voter Information with Youth Focus. It will be the “go-to” place.  Provide essential information in easily digestible formats like pictures, infographics, videos etc.  Allow for spreading of message through social media, email etc by enabling easy sharing.Resources’ to be created:  Online Repository of Forms, Explanations about how to fill them.  Posters and Message contents that Youth can use to spread the message.  Regular articles on Voting, Democracy etc which will add new perspectives to the Youth  Get article submissions from Youth – and publish good ones. E.g. Youthkiawaaz.comCampaign Examples (online, offline or both)  Photo contest – The beauty of Democracy  Where is My Polling Booth - Facebook/online app  Facebook quiz app  Poster Contest – to spread awareness about Voting Rights and duties.  Slogan Contest – 3Email : mnagarajanias@gmail.com
  4. 4.  Email Campaign –  SMS Campaign -  Each one Catch One – Add friends to Voter List  Appointment of Youth facilitators at College or area level.  Course Module on Ethical Voting – can be integrated with facebook.  Educational Videos  User Submitted Videos  Online Query Service - Integrated with http://ceogujarat.gov.in website.What are the steps to be taken:  Deciding the objectives and KPIs for the campaign  Creation of a website – MyVoteMyRight.com  Creation of Facebook Page , Twitter handle  Creating collaboration platforms – team can work from anywhere  Identifying the team and roles  Design of Creatives and resources  Content creation – FAQs, Articles  Engagement with YouthAgency Partnerships:  Technical Partner – Webhosting  Design Partner o Portal design o Implementation  Content Creation o Content Partner - Creative agency – Videos, Audio o Social Media Partner – Outsource, Analytics, Reports, Monitoring o In-house Content – adaptation to portal objectives 4Email : mnagarajanias@gmail.com
  5. 5. The EPIC Enrolment Cycle – Gap AnalysisConclusion:This campaign aims to bridge knowledge gap, create an online resource usable by thepopulation of whole of India. It provides a platform to engage with a key constituent of theElectoral process – Youth Voters. 5Email : mnagarajanias@gmail.com

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