NABARD-SIMCO

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MASS MOBILISATIONMASS MOBILISATION
forfor
Financial LiteracyFinancial Literacy
toto
Financial InclusionFinancial Inclusion
Through ExtensiveThrough Extensive
BCC INTERVENTIONBCC INTERVENTION
(Behavior Change Communication)(Behavior Change Communication)
IN 100 VILLAGESIN 100 VILLAGES
atat
Block-RobertsganjBlock-Robertsganj,
Distt. Sonebhadra, U.P.
funded by
NABARD & UNDP

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Block Covered During
Intervention
• Robertsganj

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Programme Banners
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MASS MOBILISATION BCCMASS MOBILISATION BCC
Intervention FlowIntervention Flow
• BCC intervention Objective
• Planning the Intervention
• Orientation Sessions
• Methodology
• Results
• Lessons Learnt

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BCC intervention Objective
• Influence key behaviors of
Financial Literacy through,
– An event comprising film shows
of “Ganga Jamuna” & “Raju ka
per”
– Interspersed Financial Literacy
intervention through effective
communication by trained
communicators in local lingua-
Bhojpuri & Vanvasi Bhojpuri
– Assessing the event by pre & post
Knowledge(K) & Attitude(A)
surveys

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Planning the
Intervention
• AV shows of movies: “Ganga
Jamuna” & “Raju ka per”
• Pre & Post Film Show Activity
– Financial Literacy Communication
before & after the two movies
– Assessing Financial Literacy K & A
levels before & after the event

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THE FILMSTHE FILMS
• “Ganga Jamuna”- A film based
on a female protagonist who
influences her friend & villagers
on key behaviors of savings &
entrepreneurship & wins hearts
of all concerned
• “Raju ka per”- A film based on
the relevance of savings
especially in form of bank
accounts & money growing by
various interest earnings

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INFLUENCING TARGETINFLUENCING TARGET
GROUPSGROUPS
 Pradhans-Village Heads
 Mahila Swayam Sahayata Samuh-
SHGs
 Bal Bandhu
 Kishori Samuh-Adolescent Groups
 Gayak Mandali-Music/Folk Groups
 Sarpanch and Panch of Gram
Panchayat
 Pandit / Maulvi of village-Religious
Heads
 STs

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ORIENTATION SESSIONSORIENTATION SESSIONS

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Objective
• To appreciate the Financial
Literacy intervention of film
shows & communication in
Robertsganj
• To understand the context and
key messages in the two films-
“Ganga Jamuna”- “Raju ka per”
• To improve skills as Financial
Literacy behavior change
communicators and as film
show organizers

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Special Emphasis was laid on the
following :
 Event site selection
 Pre event activity – inviting the
villagers and target groups
 Audience management and
layout adherence
 System checks

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Special Emphasis was laid on the
following :
 Understanding of Financial Literacy
Complete understanding of rural
environment
 Fluency of local lingua, Bhojpuri &
Vanvasi-Bhojpuri
 Awareness of existing Financial
Literacy behaviors and their
implications
High motivation levels to local
communicators to achieve behavior
change in Financial Literacy

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TEAM MOVEMENTTEAM MOVEMENT
• Format of the Teams:
Every day seven teams move on given spot
with Communicators(C), Volunteer(V),
Operator(O) with LCD Projector, Sound
System, Mike and Power backup by
Marshall Jeep & Ambassador Cars
C+V+O
C+V+O Team – I
C+V+O
Covering
21 Shows
per
Day
METHODOLOGY

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• Format of the Teams:
METHODOLOGY

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Route Planning : Events were
planned on specific routes
Distances between two events were
kept <four Kms.
Accessibility to the village and
uninterrupted routes were the key to run
ten programmes every day
Routes were such planned so that the
next days sites were selected and
people informed about the programme
the previous day
Logistical backups of the next day were
also identified along with identification of
village volunteers to facilitate the
programme next day

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The EventThe Event
• Some Visuals:

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The EventThe Event
• Some Visuals:

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PRE EVENT TEAMPRE EVENT TEAM
MEETINGMEETING
A daily meeting was organized
to :
Discuss route plan
Attendance
Vehicle – team formation
Infrastructure and logistical
checks and backups

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TEAM PERFORMANCETEAM PERFORMANCE
APPRAISALAPPRAISAL
Teams were appraised on the
following :
Site selection
Pre event activity
Mobilization
Crowd management
Communication
Post event activity

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TEAM PERFORMANCETEAM PERFORMANCE
APPRAISALAPPRAISAL
Teams were appraised on the
following :
Individual team member response
Drivers’ response
Team leaders’ response
Feed back form comments
Certifications and recommendations
of influencers

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BCC INTERVENTIONBCC INTERVENTION
APPRAISALAPPRAISAL
Before & after AV shows
villagers were quizzed on
Financial Literacy & Pre & Post
KA forms were filled by the
teams
Villages were graded on the KA
level
Pre & post KA level graph was
drawn

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Pre & Post ShowPre & Post Show Financial Literacy
Attitude(A) & Knowledge(K) Analysis
A 67 – 100%
B 34 – 66%
C 0 – 33%
RESULTS

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VILLAGERS RESPONSEVILLAGERS RESPONSE
Highlights:
Usually the villagers were
apprehensive regarding the show
objective but the sound & visual
display with power back-ups was
quite a draw
The pradhans & influencers were
quite supportive, the team being
primarily local

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Highlights:
The youth & women participation
was high & that added to the appeal
The invitation & successive presence
of influencers was the most
important interaction
The villagers insisted on repetition
of such events as that gave a lot of
opportunity to them to speak out
and to be heard
The majority of villagers without
bank accounts insisted on early
organization of A/C opening camps
by Banks

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Lowlights: the absence of
Infrastructure & amenities like
power, roads, water & schools
in certain areas was the most
discouraging factor at most of
the places as that negated the
communication

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LESSONS LEARNT
No. of Communication Events
should not be designed as no.
of villages
There should have been a
follow-up activity after the
event to measure recall &
enforce behavior
Presence of Female
Communicators/Volunteers
should be increased

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GRADING OF VILLAGES
FOR FUTURE PLANNING
The mean percentage of grades was
influenced by the following criteria:
One show was designated for an
average of 500 audiences.
Village population > 1000 means
more shows required.
The knowledge level if initially too
low would also mean more such
events.
An in-house appraisal of event
teams’ performance if found
wanting, a repeat show has been
identified.

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GRADING OF VILLAGES
FOR FUTURE PLANNING
The geographical area of the village
if too large the people from allover
the village were found absent at
event location hence, low levels
have been indicated.
Critically backward or extremely
remote villages have also been given
a low grade.
Taking the entire criterion above
along with rejection or opposition to
change of behaviors was the final
grading tool.

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Basis of future
intervention
Grade A: Least no. of follow-
up/new interventions
required-27
Grade B: Some more
interventions required-45
Grade C: Maximum interventions
required-33

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Thanks !!
Regional Office:
SIMCO Foundation
A-709, ‘Shubham’, Sector-C,
Mahanagar, Lucknow-226006
M.B. Dhole Ajay Pandey
Secretary Project Director
Mob.: : 09326846317 Mob.: 09335229410

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