Eradication of poverty

Executive Summary Issue at hand – Poverty The presentation aims to address the following: Issue of poverty in India and its extent; A communication plan has been designed basis the given existing factors, learnings from past programs adopted by various bodies; Through a mass communication and community focused activities, the campaign will aim to stimulate action amongst the target adopters.

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

Background Source : UN Estimates, 2009

Background According to the World Bank estimates on poverty , India has 456 million or 42% of its population living below the new international poverty line of $1.25 a day; 33% of the global poor (1.4billion people) now reside in India; Poverty in India has reduced by 10% over the past 5 years; However, it still is a large population of the country. Source : www.timesofindia.com.indiatimes

Rural/ Urban Poverty Statistics As per the latest National Sample Survey Org. survey reports, there are over 80 million poor people living in the cities and towns of India. The Slum population is also increasing and as per Town & Country Planning Org. estimates 2001, over 61.80 million people were living in slums.

What causes Poverty? High levels of dependency on agriculture which in turn contributes only 22% to India’s GDP; High levels of dependency on primitive methods of agriculture; High level of inequality amongst urban and rural areas; High population growth rate; Unemployment and underemployment; Low levels of literacy Social factors such as caste system, religious bias, etc

Poverty - Critical Issue Poverty is a result of many factors that are social issues by themselves thus making it a complex social issue and the most critical one! It affects not only the economy but the very fabric of any society: Health – children born in poverty are more likely to have lower birth rate and higher infant mortality Debts and trappings of a debt – home loan, education loan, etc Inaccessibility to education Increase in crime & anti-social activities – Terrorism breeds highest in poor areas POVERTY CREATES POVERTY.

Initiatives taken by the Government The Indian govt. has over the years taken umpteen initiatives to alleviate poverty; some of the key ones are: 1960s National Rural Employment Program Rural Landless Employment Guarantee 1980s Food for Work Program Jawahar Rozgar Yojna 1980s Sampoorna Grameen Rozgar Yojna Indira Awaas Yojna 2000s Grameen Vikas Trust Aggressive push to SEZs by Kamal Nath

Providing a Social Safety Net A comprehensive strategy for tackling poverty also requires development of an appropriate social safety net for the poor. There are in fact many programmes and policies at present which constitute elements of a social safety net: The rural employment guarantee, The targeted public distribution system, Provision of homestead sites, Implementation of land reforms The national rural health mission various types of crop and livestock insurance Old age pensions, etc

Opportunities & Threats THREATS Increasing divide between rural & urban incomes - a rural person that works for 10-12 hours day earns about Rs. 2000/- a month whereas, a govt. employee in a city earns Rs. 12,000/- a month! Access to information but no access to livelihood thus increasing anti-social activities – Feb 12, 2010 – A 16 year old boy in Jharkhand kills father as he refused him food till he finished his work! Low media penetration in rural areas – how do we communicate? High levels of corruption and bureaucracy It’s more than one problem!

Opportunities & Threats OPPORTUNITIES Rising GDP and growth rate of the country – opening up avenues of infrastructure , industries, SEZ, etc; Globalisation and international exposure – making it easier for other countries to extend aid to India; Urban India’s increasing awareness – and participation in social issues; Right of Information Act - making the Govt. ensure more transparency; Distinct urban – rural divide – opportunity to segment action programs accordingly; Public Private Partnership (PPP) – a more common phenomenon – The private sector, including farming, small scale enterprises and the corporate sector, accounts for 70% of the total investment in the economy

Millennium Development Goals (MDGs) The Millennium Development Goals (MDGs) are eight international development goals that all 192 United Nations member states and at least 23 international organizations have agreed to achieve by the year 2015. Goal 1: Eradicate extreme poverty and hunger Goal 2: Achieve universal primary education Goal 3: Promote gender equality and empower women Goal 4: Reduce child mortality Goal 5: Improve maternal health Goal 6: Combat HIV/AIDS, malaria, and other diseases Goal 7: Ensure environmental sustainability

Based on this information, the suggested social marketing campaign is:

TFA’a social product is very simply two things: An Idea That majority of India is “poor” and it affects not only them but affects “you” too If 40% of population is poor, India’s growth gets hampered Poverty lead to anti-social activities that can affect your well-being A Stimulus To take action now, to take that one small step, to make a difference Provide an “actionable” plan, not just abstract views Not just emotions, touch the sensibility OBJECTIVE – To motivate and push the common man to ‘do something’ about poverty

Target Adopters RURAL Influencers – Teachers, Corporate employees, Students NGOs URBAN Population aged 20years + Working, educated, independent profile NGOs Corporate Houses

Target Adopters So far, most of the poverty alleviation programmes have failed due to many reasons: Poor implementation Corruption Govt. egos and bureaucracy Lack of private organisation’s involvement Most importantly – lack of common man’s involvement! The last issue is what we would like to primarily address through our campaign- mobilising the resource and the energy of the COMMON MAN along with the right public and private sector support. TARGETING - The Young ‘Do’-ers

Strategy and Action Plan To address four core areas that can help alleviate poverty: Education Employment Health Happiness focusing on the overall feel-good factor Each of the target adopters will be addressed with a particular cause – one that they can do something about; Urban segment – Each one, teach one or adopt one Corporates – employment initiatives for rural migrants & rural areas NGOs – Health The tagline to each of these therefore, will be “ feeling good about doing something good”

Public Private Partnership Common Man Government Private Organisation EXCHANGE OF IDEAS + FUNDS TRANSPARENCY+ EMPOWERMENT POWER + RESOURCES

Marketing Mix Market Research To understand attitudes urban people towards social issues What will influence them to take action? Motivation points to convert passive into active CSR programs of Corporates – what, how, extent, etc Media Channels A mix of media, television being the primary medium Radio & Print follow Focused attention on ‘customised’ media for various adopters Distribution Channels This will be critical for the action to be implemented A comprehensive Online portal Kiosks in Movie theatres & coffee shops NGOs will be used as central points in rural areas – independent or with local partner like teacher, postman, etc

Focused promotions The success of the campaign will lie in its accessibility and in simplicity of execution; Therefore focused promotions such as: Corporate ‘Enlightenment’ Program where activity will be done in select metros and on the spot volunteer registration will be taken to teach – e.g. -tie up with TEACH INDIA Feed One Child – Feed “value” of one popcorn to one poor person – conducted at movie theatres NGOs like Oxfam, IDEI, EndPoverty, Asha – will advocate generating employment opportunities and providing health facilities for the rurla areas through corporates

Focused promotions Further in the rural areas, it is imperative that the poor people feel motivated enough to go that extra mile; Thus, through influencers and NGOs, typical village promotions will emphasize the need to better the standard of living such as: Video Mobiles showing one village boy who studied and is now in a suit! Street plays delivering the message of mother’s health being critical for the child’s growth Demonstration of benefits of being employed and self-dependent Promotional material providing contact details of the organisations that work for the campaign

Timelines Since the campaign is based around immediate action, it will be planned for a period of two years: Year One – Divide into two parts Awareness and intensive “noise” about the campaign” Collating, Organising, Pooling together all the resources for a final implementation and execution Year Two Will be focused only on execution and implementation with the communication tone changing to “See the difference you can make” The campaign will role out in metro cities first and slowly pan out to the rural areas to ensure effective implementation

Budget Item Cost (in Rs) Advertising Campaign 5 crores On ground promotions - Urban 2.5 crores On ground promotions - Rural 4.0 crores Corporate Activation 1.0 crore NGO tie-ups 1.0 crore Market Research – Pre launch 60 lakhs Tracking & Measurement 1.20 crores Admin Expenses 1.0 crore Promotional Material Production 2.0 crores Total 17.80 crores

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

Eradication of poverty

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Eradication of poverty