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.

1. Mobilizing Youth: Transforming Dialogue to
Action

2. YoungIndia:rapid changes
Money
Technology
Media

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. 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. 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. • 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. 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. These 6 entities most
acutely influence the
actions, choices and
aspirations of urban
young India

9. The art of engaging youth for social change

10. 1988the year that changed the tribe
Born in
1988

11. Online tools, are an
excellent medium of
communication to
encourage the youth to
participate in
bringing about social
change

12. Introduce Virtual Volunteering
Organize Google hangouts between volunteers
and opinion leaders within the social space

13. whyfacebookworks?
• Ability to create groups
• Integrate Mobile applications
• Active, not passive:
– comment
– like
– tag
– recommend
– poke
• Share:
– photos
– videos
– Friends

14. What’s in it for me?
Mobilize the youth towards opportunities for
Self and Community Development at the same
time

15. Break down the conventions of traditional
social work
(include areas of interest and mediums that
appeals to the youth)
Changethe game

16. EmergingRapidly…

17. Bridgethe gap between not for profitorganizationsandthe youth

18. Devise programs keeping in mind the needs of the youth as well as the social cause

19. Establishstrong college relationships

20. Establish‘Youth AdvisoryBoard’for NGO’sin colleges

21. Conduct workshopsin college

22. Introduce theconcept ofMicro Volunteering

23. The Thumb Tribe– Increasesocial presence

24. Don’t beoverlypatriotic

25. Createan Idea incubator withinan NGO

26. Makesocial change ‘cool’

27. NGO’sshould be aspirational

28. THANK YOU