No Criminals Campaign Strategy 18th Jan 09

NoCriminals Presentation on Integrated Communication Strategy to weed out politicians who have criminal background 18 th Jan ’09

Criminals = candidates with a criminal background (not just those convicted for some crime)

Hierarchy of Objectives Not let the criminals come to power 2 3 4 Have a government free of corruption 2 3 4 Have a government which governs well One of the ways One of the ways Etc. Etc. Etc. Etc.

Hierarchy of Objectives Not let the criminals come to power 2 3 4 Have a government free of corruption 2 3 4 Have a government which governs well One of the ways One of the ways Etc. Etc.

Ways to not let criminals come to power Have policies which debar criminals from standing in elections Influence political parties to stop fielding criminals in elections Influence people not to vote for criminals in elections Increase the number of educated-literate voters (assuming they make informed choices) Etc.

Ways to influence people "not to vote for criminals" Try to inform people about the candidates' record Try to inform people, induce some of them to seek information about candidates' record and enable them to spread the word Induce people to seek information about the candidates in their area One-way communication Engagement driven communication Easy execution Reach in hinterland Desired action is doubtful Desired action more likely to take place Execution & reach at a national level could be tough While a large section will be only receivers of messages, an important section of our target audience will be receivers + carriers of messages.

Communication Strategy

To achieve the objective, it is necessary that… People have access to information about candidates People have the aptitude to judge the rightness of candidates People are able to judge ‘criminality’ People vote 1 2 3 4

To achieve the objective, it is necessary that… People have access to information about candidates People have the aptitude to judge the rightness of candidates People are able to judge ‘criminality’ People vote 1 2 3 4 Address reach barriers. How can we make it easy? Our Tasks Communication should highlight how easily can information be obtained. Media strategy should detail how unconventional media can help increase reach in the hinterland. 1

To achieve the objective, it is necessary that… People have access to information about candidates People have the aptitude to judge the rightness of candidates People are able to judge ‘criminality’ People vote 1 2 3 4 Address reach barriers. How can we make it easy? Our Tasks 1

To achieve the objective, it is necessary that… People have access to information about candidates People have the aptitude to judge the rightness of candidates People are able to judge ‘criminality’ People vote 1 2 3 4 Address reach barriers. How can we make it easy? Our Tasks Address attitudinal barriers. How can we help them use right parameters to make correct judgments? 1 2

Parameters used to vote for a candidate

Following are some of the parameters which play a role (not necessarily in that order):

Record of the candidate

Promises of the candidate

Caste of the candidate

Connections/affinity with the candidate

Affinity with the party

Promises of the party

Record of the party

Other candidates in the party

Family and friends' views

Etc.

Parameters used to vote for a candidate

Following are some of the parameters which play a role (not necessarily in that order):

Record of the candidate

Promises of the candidate

Caste of the candidate

Connections/affinity with the candidate

Affinity with the party

Promises of the party

Record of the party

Other candidates in the party

Family and friends' views

Etc.

To achieve the objective, it is necessary that… People have access to information about candidates People have the aptitude to judge the rightness of candidates People are able to judge ‘criminality’ People vote 1 2 3 4 Address reach barriers. How can we make it easy? Our Tasks Address attitudinal barriers. How can we help them use right parameters to make correct judgments? The focus of communication should be to induce the person to check the candidate’s record and use that as ‘the sole criterion’ for voting. 1 2

To achieve the objective, it is necessary that… People have access to information about candidates People have the aptitude to judge the rightness of candidates People are able to judge ‘criminality’ People vote 1 2 3 4 Address reach barriers. How can we make it easy? Our Tasks Address attitudinal barriers. How can we help them use right parameters to make correct judgments? 1 2

To achieve the objective, it is necessary that… People have access to information about candidates People have the aptitude to judge the rightness of candidates People are able to judge ‘criminality’ People vote 1 2 3 4 Address reach barriers. How can we make it easy? Our Tasks Address attitudinal barriers. How can we help them use right parameters to make correct judgments? Understand how they perceive criminality. Can we help them understand it better? 1 2 3

Which candidate can be perceived as a criminal?

One who has been to jail

One who has a court case against him

One has had a background of rape, murder

One who has embezzled money

One who has connection with goons

One who takes bribes

Etc.

To achieve the objective, it is necessary that… People have access to information about candidates People have the aptitude to judge the rightness of candidates People are able to judge ‘criminality’ People vote 1 2 3 4 Address reach barriers. How can we make it easy? Our Tasks Address attitudinal barriers. How can we help them use right parameters to make correct judgments? Understand how they perceive criminality. Can we help them understand it better? In the communication, aspects of ‘criminality’ should be felt closer home. Better if it is placed in the context of current dangers like terrorism, recession, political-financial scams, etc. 1 2 3

To achieve the objective, it is necessary that… People have access to information about candidates People have the aptitude to judge the rightness of candidates People are able to judge ‘criminality’ People vote 1 2 3 4 Address reach barriers. How can we make it easy? Our Tasks Address attitudinal barriers. How can we help them use right parameters to make correct judgments? Understand how they perceive criminality. Can we help them understand it better? 1 2 3

To achieve the objective, it is necessary that… People have access to information about candidates People have the aptitude to judge the rightness of candidates People are able to judge ‘criminality’ People vote 1 2 3 4 Address reach barriers. How can we make it easy? Our Tasks Address attitudinal barriers. How can we help them use right parameters to make correct judgments? Understand how they perceive criminality. Can we help them understand it better? Address attitudinal barriers. Can we ‘incentivize’ them to vote? 1 2 3 4

Why people don’t vote?

“ My vote doesn’t matter.”

“ All of them (politicians) are the same. Elections are a sham.”

“ Whoever comes to power, my life won’t change.”

“ Who’s going to stand in a queue.”

“ My family (or friends) don’t vote. Should I waste my time?”

“ I don’t know these candidates, why should I vote?”

Etc.

To achieve the objective, it is necessary that… People have access to information about candidates People have the aptitude to judge the rightness of candidates People are able to judge ‘criminality’ People vote 1 2 3 4 Address reach barriers. How can we make it easy? Our Tasks Address attitudinal barriers. How can we help them use right parameters to make correct judgments? Understand how they perceive criminality. Can we help them understand it better? Address attitudinal barriers. Can we ‘incentivize’ them to vote? The communication will implicitly address the barriers to voting. 1 2 3 4

The Big Idea Communication should highlight how easily can information be obtained. The focus of communication should be to induce the person to check the candidate’s record and use that as ‘the sole criterion’ for voting. In the communication, aspects of ‘criminality’ should be felt closer home. Better if it is placed in the context of current dangers like terrorism, recession, political-financial scams, etc. The communication should indirectly induce the person into voting. 5 mins

5 mins To get all the information To know the real record of politicians To make a wise judgment To clean Indian politics To secure 5 years To ensure safety To ensure progress To know the real heroes To make a small effort To make a difference To be a responsible citizen To choose a great government To ensure your area develops To drive away corruption To ensure your children are safe To banish inertia Just 5 mins!

Action desired as a result of communication

The voter checks the record of candidates standing in his area.

MarCom Initiatives

Important Points Desired action in a maximum of 4 steps 360˚ Reaching out to maximum Receivers + Carriers

The 360˚ 360 ˚ Website SMS Ads Institutions/Retail chains like Post Offices, Café Coffee Day, etc. Schools Public Utilities likes Buses, Trains, etc. TV Ads Print Ads Radio Jingle Ads 5-min films on internet & cinema halls Movie associations Serials/ Reality Shows Internet Banner Ads OOH Ads Colleges In-film placements Music Video T-shirts & Merchandise Street plays Road-show Viral videos Car Stickers Celeb Bytes

Creating Carriers

Important audience divisions for maximum reach Areas with criminal-politicians vs. Areas not with criminal-politicians Urban vs. Rural Youth vs. Old Voters vs. Non-voters Internet Users vs. Internet Non-users Mobile Owners vs. Mobile Non-owners Children vs. Elders

Enabling the Internet Users Areas with criminal-politicians vs. Areas not with criminal-politicians Urban vs. Rural Youth vs. Old Voters vs. Non-voters Internet Users vs. Internet Non-users Mobile Owners vs. Mobile Non-owners Children vs. Elders

Enabling the Internet Users (Case-1) Website Internet Users Internet Non-users Visits & submits postal address Dissemination of information/communication through the website to a larger segment Receives information leaflets/booklets for his area, in the language he wants Distributes to family, friends, neighbors, household servants Communication Sees communication, comes to know about website 1 2 3 4 4-step process

Enabling the Internet Users (Case-2) Internet User Website Other Internet Users Dissemination of information/communication through institutions like post-office, NGO’s associated with NABARD, etc. Sends messages to those email addresses Communication 3 3-step process 3 Sees communication, comes to know about website 1 Submits friends’ email addresses 2 Incentive to receive an award if for forwarding getting maximum responses from friends 4

Engaging the Mobile Owners Areas with criminal-politicians vs. Areas not with criminal-politicians Urban vs. Rural Youth vs. Old Voters vs. Non-voters Internet Users vs. Internet Non-users Mobile Owners vs. Mobile Non-owners Children vs. Elders

Engaging the Mobile Owners Short-code Mobile-owner Others Requests information Dissemination of information/communication through the SMS Receives information Forwards the SMS to others Communication Sees communication, comes to know about the short-code 1 2 3 4 4-step process Incentive to receive an award if for forwarding maximum SMSes

Touching the rural souls through institutions Areas with criminal-politicians vs. Areas not with criminal-politicians Urban vs. Rural Youth vs. Old Voters vs. Non-voters Internet Users vs. Internet Non-users Mobile Owners vs. Mobile Non-owners Children vs. Elders

Touching the rural souls through institutions Post-office Post-men Letter-receiving individuals/ households Dissemination of information/communication through institutions like post-office, NGO’s associated with NABARD, etc. Delivers information leaflets/booklets along with letters NoCriminals Team Distributes information leaflets/booklets to post-offices 1 2 3 Distributes information leaflets/booklets to post-men 3-step process 1 2 3

Touching elders through children Areas with criminal-politicians vs. Areas not with criminal-politicians Urban vs. Rural Youth vs. Old Voters vs. Non-voters Internet Users vs. Internet Non-users Mobile Owners vs. Mobile Non-owners Children vs. Elders

Touching elders through children School Children Parents / elders eligible for voting Dissemination of information/ communication through schools and children Deliver information leaflets/booklets NoCriminals Team Distributes information leaflets/booklets to schools 1 2 3 Distributes information leaflets/booklets to children 3-step process

Touching the youth through colleges Areas with criminal-politicians vs. Areas not with criminal-politicians Urban vs. Rural Youth vs. Old Voters vs. Non-voters Internet Users vs. Internet Non-users Mobile Owners vs. Mobile Non-owners Children vs. Elders

Touching the youth through colleges College Students Dissemination of information/ communication through colleges NoCriminals Team Distributes information leaflets/booklets to under-graduate and graduate colleges 1 2 Distributes information leaflets/booklets to students 3-step process NoCriminals Team Submit perforated cut outs to enter a contest & as proof of reading the leaflet 3 Incentive to receive an award for going through the information

Touching the middle-class Areas with criminal-politicians vs. Areas not with criminal-politicians Urban vs. Rural Youth vs. Old Voters vs. Non-voters Internet Users vs. Internet Non-users Mobile Owners vs. Mobile Non-owners Children vs. Elders

Touching the middle-class Bus Depot Bus-conductor Passengers Dissemination of information/ communication through local bus services Deliver information leaflets/booklets along with tickets NoCriminals Team Distributes information leaflets/booklets to local bus depots 1 2 3 Distributes information leaflets/booklets to conductors 3-step process

Conveying the message through content

Messaging through Serials / Reality Shows

Script

Anandi: Dadisa aap kahan ja rahe hain?

Dadisa: Arre aaj election hai. Aapna Vikram Singh ko vote dene jaa rahi hoon.

Bhairav: Maasa, aap kyon us galat aadmi ko vote karte hain baar baar. Aap uske baare kuch jaan toh lo!

Anandi: Bapusa, inke baare kahan se pata chalega?

Bhairav: Beta, apne post-office jaakar pata lo. Keval 5-minute lagenge.

Messaging through Movies “ logon to www.nocriminals.com before you vote” Message at the start of the film/credits, during the intervals and at the end.

Messaging on TV “ Goodnight! Don’t forget to logon to www.nocriminals.com before you vote.” Sign-off line by VJ’s/ News Readers/ RJ’s

TV/Radio Shows India’s Most Wanted Crime Minister On the lines of Shoaib Ilayasi’s program ‘India’s Most Wanted’ though in short bursts of 5 minutes

TV/Radio Shows Yes, Crime Minister Humor-driven program on TV/Radio

360 ˚ Website SMS Ads Institutions/Retail chains like Post Offices, Café Coffee Day, etc. Schools Public Utilities likes Buses, Trains, etc. TV Ads Print Ads Radio Jingle Ads 5-min films on internet & cinema halls Movie associations Serials/ Reality Shows Internet Banner Ads OOH Ads Colleges In-film placements Music Video T-shirts & Merchandise Street plays Road-show Viral videos Car Stickers Celeb Bytes Max. Reach Reaching the opinion makers

Max. Info

Engagement / Movement

Local reach

Local & memorable

Glamour / Attention Info + leveraging communities Captive attentive audience Endorsement in the right context Capturing TG in idle time Easy accessibility Future Youth Movement Glamour / Attention Memorable Sense of pride & ownership Attention by surprise Engagement Movement Small Reminder

To summarize Attempt to make easy access to information. Communication strategy induces audience to seek information about candidates’ record and spread the word. 360˚ because it’s a national cause & pertains to people from all walks of life.

Let’s clean it up.