This document outlines a plan for a campaign called "Time For Action" aimed at reducing poverty in India. The campaign will target urban youth and influencers to take small, actionable steps to help alleviate poverty through education, employment, health, and community initiatives. It proposes a public-private partnership approach and focuses promotions through corporations, non-profits, and village-level activities over two years. Progress will be monitored through research and the goal is to motivate sustained individual action against poverty in India.

1. - PRIYANKA SAKTHIVEL (21P117)
- ARUNKOUSHIK R (21P118)
- RAJAMNAICKAM (21P119)
- RASHMI SREE R (21P120)
- SARAN V (21P121)
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S.NO TABLE OF CONTENTS
01 Introduction
02 Rural and urban poverty statistics
03 What causes poverty?
04 Poverty – Critical issues
05 Initiatives taken by the government
06 Providing a social safety set
07 Threats and Opportunities
08 Millennium Development Goals
09 TFA – The product
10 Target adopters and Strategy and action plan
11 Public Private Partnership
12 Focussed promotions
13 Timelines
14 Budget
15 Controls to ensure success

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“Sensex crossed 20,000 points !!!”
And simultaneously, India ranked 94th in
118 countries in the global Hunger Index –
behind Ethopia!

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o INDIA – 456 million or 42% population living
below poverty line.
o 33% (1.4 billion) of the global poor now reside in
India.
o Poverty has reduced by 10% over the past 5
years.

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o As per latest national sample survey,
80 million poor people living in India
o Slum population also increasing
estimates 2020 over 60 billion
peoples were living in slums.

6. o High levels of dependency on agriculture, which in turn contributes only 22% to
India’s GDP.
o High levels of dependency on primitive methods of agriculture.
o High level of inequality among urban and rural areas.
o High population growth rate.
o Unemployment and under employment.
o Low level of literacy.
o Social factors such as caste system, religious bias, etc.
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7. It affects not only the economy, but the very fabric of any society.
o Health - Children born in poverty or more likely to have lower birth rate and
higher infant mortality.
o Debts and trappings of dept - home loan, educational loan, etc.
o Inaccessibility to education.
o Increase in crime and anti social activities - Terrorism breeds highest in poor
areas.
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POVERTY CREATES POVERTY

8. 1980s
Food for work program
Jawahar Rozgar Yojna
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1960s
National rural employment program
Rural landless employment
guarantee
2000s
Sampoorna Grameen Rozgar Yojna
Indira Awaas Yojna
2022s
Pradhan Mantri Awaas Yojna
Housing for all

9. o Rural employment guarantee,
o The targeted public distribution system,
o Provision of homestead sites,
o Implementation of land reforms,
o The National Rural Health mission,
o Various types of crop and livestock insurance,
o Old age pensions, etc.
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10. o Increasing divide between rural and urban incomes,
o Access to information but not access to livelihood thus increasing anti-social
activities,
o Low media penetration in rural areas,
o High levels of corruption,
o High levels of bureaucracy.
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11. o Rising GDP and growth rate of the country,
o Globalization and international exposure,
o Urban India’s increasing awareness,
o Right of Information Act,
o Distant urban-rural divide,
o Public private partnership (PPP).
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12. MDGs - eight international development goals – 192 United Nations member states
– 23 international organizations.
o Goal 1- eradicate extreme poverty and hunger.
o Goal 2 - achieve universal primary education.
o Goal 3 - promote gender equality and empower women.
o Goal 4 - reduce child mortality.
o Goal 5 - Improve maternal health.
o Goal 6 - combat HIV, AIDS, malaria and other diseases.
o Goal 7 - ensure environmental sustainability.
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OBJECTIVE – To motivate and push the
common man to ‘do something’ about poverty
TFA – Time For Action

14. Two things:
o An idea:
1. Majority of India is “poor” and it affects not only them but also “you” too
2. 40% of population is poor, India’s growth gets hampered.
3. Poverty leads to anti social activities that can affect your well being.
o A stimulus:
1. To take action now, to take that one small step, to make a difference.
2. Provide an “actionable” plan, not just abstract views.
3. Not just emotion, touch the sensibility.
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15. RURAL
Influencers – Teachers, Corporate employees, Students.
NGOs
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URBAN
Population aged 20+ years
Working, educated, independent profile
NGOs
Corporate houses

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Most of the poverty alleviation programmes have failed due to many reasons:
1. Poor implementation,
2. Corruption,
3. Government egos and bureaucracy,
4. Lack of private organization involvement,
5. Most importantly, lack of common man’s involvement!
TARGETING – The young ‘Do-ers’

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Four core areas:
1. Education,
2. Employment,
3. Health and
4. Happiness focusing on the overall feel-good factor.
Three segments:
1. Urban segment - each one, teach one, or adopt me
2. Corporates - employment initiatives
3. NGOs - health

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PUBLIC PRIVATE
PARTNERSHIP:

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The success of the campaign will lie in its accessibility and in simplicity of execution.
Focussed promotions such as:
o Corporate ‘Enlightenment’ program – select metros and the spot volunteer
registration
Example: tie up with TEACH INDIA
o Feed One Child – Feed ‘value’ of one popcorn to one poor person conducted at movie
theatres
o NGOs like Oxfam, IDEI, End poverty, Asha – employment opportunities and
providing health facilities

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o It is imperative that the poor people feel motivated enough to go that extra mile.
o Village promotions:
1. Video mobiles showing one village boy who studied and is now in a suit!
2. Street plays delivering the message of mother’s health being critical for the children’s
growth.
3. Demonstration of benefits of being employed and self-dependent
4. Promotional material providing contact details of the organizations that work for the
campaign.

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Since the campaign is based around immediate action, it will be planned for period of 2
years.:
o Year one - Divide into 2 parts
1. Awareness and intensive “noise” about the campaign.
2. Collating, organising, pooling together all the resources for a final implementation
and execution.
o Year two
Will be focused only on execution and implementation with the communication tone
changing to “see the difference you can make”.

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BUDGET:

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o Constant monitoring of the initiatives at the implementation through third party
will be done from the start.
o Quantitative and qualitative research will help to edit, delete, add and improvise
the steps in the program.
o The PPP will also ensure transparency as each party will want to maximise its
ROI.
o Continuous consumer research will enable the acting was to understand their
attitude and response towards the campaign and its effectiveness.

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o Issue at hand - poverty
o Issue of poverty in India and its extent
o A communication plan has been designed basis they give an existing factors,
learnings from the past programmes adopted by various bodies.
o Through a mass communication and community focused activities, the campaign
will aim to stimulate action among the target adapters.

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1. https://borgenproject.org/poverty-reduction-initiatives-in-india/
2. https://www.vedantu.com/commerce/poverty-alleviation-policies-and-programs
3. https://www.slideshare.net/sk_prince/eradication-of-poverty

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THANK
YOU