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Mobilizing Youth: Transforming Dialogue to Action


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Samyak chakrabarty, Managing Director, Electronic Youth Media Group & chief Youth Marketer, DDB Mudra Group
India’s youth aren’t waiting for change to happen – the time is now. How can NGOs lever- age the energy of today’s engaged youth to strengthen their organizations and ultimately make a difference both on and offline? Samyak Chakrabarty, one of India’s foremost ex- perts on youth engagement and marketing, will share insights based on recent research and his own experience creating platforms to enable young India to make a positive social impact.

Published in: Social Media, Spiritual
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Mobilizing Youth: Transforming Dialogue to Action

  1. 1. Mobilizing Youth: Transforming Dialogue to Action
  2. 2. YoungIndia:rapid changes Money Technology Media
  3. 3. Evolution Inherent departures in – currency of cool – social code – value and methods of “fitting in” – meaning of rebellion – empowerment Increasing spending power Exploring freedom and choice Unique marketing environment
  4. 4. youthstrength • Median age : 25.3 years* • Youth influx into workforce • 64.3% under working age group* • 30% of the population under 18* • Highly skilled manpower Less than 21 years – 49.7% * as per the national census
  5. 5. spendingpower • Rise in monthly allowances • Average monthly spend on lifestyle goods*: – urban youth: Rs. 4000-5000 per month – rural youth: Rs. 1500-3000 per month • Not like our parents: – save for a rainy day – now changing to ‘spend now, save later’ • Spirit of enterprise
  6. 6. • World’s biggest mobile youth market valued at $21 billion • Rural youth mobile market in India is valued at $1.5 billion – grew by 59% in 2009 alone • By 2012, Indian youth with cellular connections will outnumber the entire mobile population of north America* • Where is the growth coming from?*: – the second phone or the ‘status-phone’ for those between 25-29 – first handsets purchased by those under 20 * as per mobileyouth 2010 mobilephones: if youhave it, flaunt it
  7. 7. ethicalcitizenship • Instantly and constantly connected • More informed than ever, more socially active • Freedom to express • Technology to express their voice and might • Causes close to their heart • Easier to band likeminded individuals online • Online personas and environment act as a shield Source: ‘Indian youth in a transforming world’, published by sage publications
  8. 8. These 6 entities most acutely influence the actions, choices and aspirations of urban young India
  9. 9. The art of engaging youth for social change
  10. 10. 1988the year that changed the tribe Born in 1988
  11. 11. Online tools, are an excellent medium of communication to encourage the youth to participate in bringing about social change
  12. 12. Introduce Virtual Volunteering Organize Google hangouts between volunteers and opinion leaders within the social space
  13. 13. whyfacebookworks? • Ability to create groups • Integrate Mobile applications • Active, not passive: – comment – like – tag – recommend – poke • Share: – photos – videos – Friends
  14. 14. What’s in it for me? Mobilize the youth towards opportunities for Self and Community Development at the same time
  15. 15. Break down the conventions of traditional social work (include areas of interest and mediums that appeals to the youth) Changethe game
  16. 16. EmergingRapidly…
  17. 17. Bridgethe gap between not for profitorganizationsandthe youth
  18. 18. Devise programs keeping in mind the needs of the youth as well as the social cause
  19. 19. Establishstrong college relationships
  20. 20. Establish‘Youth AdvisoryBoard’for NGO’sin colleges
  21. 21. Conduct workshopsin college
  22. 22. Introduce theconcept ofMicro Volunteering
  23. 23. The Thumb Tribe– Increasesocial presence
  24. 24. Don’t beoverlypatriotic
  25. 25. Createan Idea incubator withinan NGO
  26. 26. Makesocial change ‘cool’
  27. 27. NGO’sshould be aspirational
  28. 28. THANK YOU