1. My Vote My Right
Awareness For Youth Presented by
Campaign Voters Nagarajan M, IAS
7/3/2012
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2. Speak their Language: Connect
• Spread a message
• Go where our audience are
• Speak in their language and
• Provide a platform to them.
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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.
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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.
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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.
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7. Components
Online Offline
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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.
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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.
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10. Some examples…..
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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.
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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
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16. 120%
• In Delhi, 96% of
96% 97%
those surveyed had 100%
a Facebook account, 80%
dramatically up
from 24% in 2009; 60%
40%
• In Mumbai, 97% had
2009
40%
2011
a Facebook account, 20%
24%
as compared to 40%
in 2009. 0%
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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
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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
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19. Voting Cycle – Gap Analysis
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20. Attains 18 years
• Does not know anything about voting except what's shown on TV
College enrolls name in EIPC
• Needs to know - why should I vote, where is my name in Voter list, where is my
Polling Station.
EPIC is received
• Are my friends having their EPICs
Poll announced, Watches TV, Reads Newspaper and
discusses with Friends
• Ethical Voting !?!
• Discuss with friends and elders ?
On Voting Day simply votes to some random Symbol.
• Go and vote based some impressions generated accidentally
• No application of thought.....similar to "Share Market Investment"
• Mass Gambling......
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21. Hence this Campaign…….
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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.
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23. Email : mnagarajanias@gmail.com
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