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My Vote My Right Campaign


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  • 1. My Vote My RightAwareness For Youth Presented byCampaign Voters Nagarajan M, IAS 7/3/2012 1
  • 2. Speak their Language: Connect• Spread a message• Go where our audience are• Speak in their language and• Provide a platform to them.7/3/2012 2
  • 3. 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.7/3/2012 3
  • 4. 7/3/2012 4
  • 5. 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.7/3/2012 5
  • 6. 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.7/3/2012 6
  • 7. Components Online Offline7/3/2012 7
  • 8. Online strategy • Creation of the Team • Development of Portal – • 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.7/3/2012 8
  • 9. 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.7/3/2012 9
  • 10. Some examples…..7/3/2012 10
  • 11. 7/3/2012 11
  • 12. 7/3/2012 12
  • 13. 7/3/2012 13
  • 14. 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.7/3/2012 14
  • 15. 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……….that7/3/2012 15
  • 16. 120%• In Delhi, 96% of 96% 97% those surveyed had 100% a Facebook account, 80% dramatically up from 24% in 2009; 60% 40%• In Mumbai, 97% had 2009 40% 2011 a Facebook account, 20% 24% as compared to 40% in 2009. 0%7/3/2012 16
  • 17. 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 website)• FAQs• Online Voting – awareness videos• Course modules on Ethical Voting aspects7/3/2012 17
  • 18. 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 Contest7/3/2012 18
  • 19. Voting Cycle – Gap Analysis7/3/2012 19
  • 20. Attains 18 years • Does not know anything about voting except whats shown on TV College enrolls name in EIPC • Needs to know - why should I vote, where is my name in Voter list, where is my Polling Station. EPIC is received • Are my friends having their EPICs Poll announced, Watches TV, Reads Newspaper and discusses with Friends • Ethical Voting !?! • Discuss with friends and elders ? On Voting Day simply votes to some random Symbol. • Go and vote based some impressions generated accidentally • No application of thought.....similar to "Share Market Investment" • Mass Gambling......7/3/2012 20
  • 21. Hence this Campaign…….7/3/2012 21
  • 22. 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.7/3/2012 22
  • 23. Email : mnagarajanias@gmail.com7/3/2012 23