My Vote My Right Campaign

1. My Vote My Right
Awareness
Campaign
For Youth
Voters
Presented by
Nagarajan M, IAS
7/3/2012
1

2. Speak their Language: Connect
•Spread a message
•Go where our audience are
•Speak in their language and
•Provide a platform to them.

7/3/2012 2

3. Objectives of the Campaign

•Awareness creation and education
•Community Building – Develop thought
leaders and champions who will evangelize
Voting
•Create a buzz about participating in Elections.
•Change perception of Voting as a duty to
Voting as cool.

7/3/2012 3

4. 7/3/2012 4

5. Why Youth Voters?

•Youth Voters are those voters in the age group
of 18 to 25 years. Most of the Voters in this
age group are first time voters.
•There is no formal or informal mechanism to
prepare the Voters to perform their
Democratic duties.

7/3/2012 5

6. Why this campaign

•Instill a sense of belongingness
•Make aware of rights and duties
•Realize the importance of Ethical Voting
•Enable conversation among Youth on their
Democratic rights and duties.

7/3/2012 6

7. Components
Online Offline
7/3/2012 7

8. Online strategy
•Creation of the Team
•Development of Portal – MyVoteMyRight.com
•Yes – its available
•Design of creatives, developing portal content
viz. forms, FAQs, Audio, Videos, infographics
•Creating Social Media accounts
•Creating process for engagement online – viz
comments, replies.
7/3/2012 8

9. Engagement
•Reply to User Comments – on website,
facebook page, twitter
•User submitted articles, videos, photos –
evaluated and uploaded.
•Articles by eminent persons on Electoral
issues – viz Journalists, thought Leaders and
Youth themselves.
•Experience sharing among the youth via
discussion forum.

7/3/2012 9

10. Some examples…..
7/3/2012 10

11. 7/3/2012 11

12. 7/3/2012 12

13. 7/3/2012 13

14. Why Online
•Primarily its an online initiative to harness the power of
Social Media Networks like Facebook, Twitter and LinkedIn.
•Majority of College Students and youth in the category
access these Social Networks with Facebook being the
leading network.
•Facebook : 900 million registered users
• more than the population of USA (313mn as on 06-03-
2012) and slightly less than the population of India
(1,210mn – Census, 2011) .
•The maximum no. of users of Facebook are from US. India
ranks 2nd with close to 46 million users. Brazil and
Indonesia are at the 3rd and 4th spot.
7/3/2012 14

15. Tata Consultancy Survey - findings
•85% teenagers have a Facebook account,
•43% are on Orkut,
•30% are on Twitter, and
•27% have an account on other social
networking websites.

•The key insight is……….that
7/3/2012 15

16. •In Delhi, 96% of
those surveyed had
a Facebook account,
dramatically up
from 24% in 2009;
•In Mumbai, 97% had
a Facebook account,
as compared to 40%
in 2009.

24%
40%
96% 97%
0%
20%
40%
60%
80%
100%
120%
2009
2011
7/3/2012 16

17. Content Generation
•Content will be generated in the form of Posters,
Wallpapers, Audio jingles, Video clips which have
high virality.
•PDF forms - download
•Online query service (integrated with
ceogujarat.gov.in website)
•FAQs
•Online Voting – awareness videos
•Course modules on Ethical Voting aspects
7/3/2012 17

18. Offline Activities

•Once the attention is mobilized in online
networks it will be supplemented with offline
activities like Workshops and competitions
and fests in Colleges.
•Poster Design Contest
•Slogan Contest
•Quiz – online and offline
•Essay Contest
7/3/2012 18

19. Voting Cycle – Gap Analysis

7/3/2012 19

20. 7/3/2012 20
•Does not know anything about voting except what's shown on TV
Attains 18 years
•Needs to know - why should I vote, where is my name in Voter list, where is my
Polling Station.
College enrolls name in EIPC
•Are my friends having their EPICs
EPIC is received
•Ethical Voting !?!
•Discuss with friends and elders ?
Poll announced, Watches TV, Reads Newspaper and
discusses with Friends
•Go and vote based some impressions generated accidentally
•No application of thought.....similar to "Share Market Investment"
•Mass Gambling......
On Voting Day simply votes to some random Symbol.

21. Hence this Campaign…….
7/3/2012 21

22. Future Plans
•This portal will be handed over to ECI for
continual update and maintenance.
•Evolve as an Online resource and reference
portal for all matters relating to Elections – in
Common Man’s language.
•Crowdsource expenditure monitoring –
mobile apps which will help people report
irregularities by posting pictures, videos or
email.
7/3/2012 22

23. Email : [email protected]
7/3/2012 23