no criminals campaign strategy 18th jan 09

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NoCriminals

Presentation on Integrated Communication Strategy to weed out

politicians who have criminal background

18th Jan ’09

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Criminals = candidates with a criminal background (not just those convicted for some crime)

NoCriminalsHierarchy of Objectives

Not let the criminals come

to power2 3 4

Have a government free

of corruption2 3 4

Have a government which governs well

One of the ways

One of the ways

Etc.

Etc.

Etc.

Etc.

NoCriminalsHierarchy of Objectives

Not let the criminals come

to power2 3 4

Have a government free

of corruption2 3 4

Have a government which governs well

One of the ways

One of the ways

Etc.

Etc.

NoCriminalsWays to not let criminals come to power

Have policies which debar criminals from standing in elections

Influence political parties to stop fielding criminals in elections

Influence people not to vote for criminals in elections

Increase the number of educated-literate voters (assuming they make informed choices)

Etc.

NoCriminalsWays to influence people "not to vote for criminals"

Try to inform people about the candidates'

record

Try to inform people, induce some of them to seek

information about candidates' record and enable them to

spread the word

Induce people to seek

information about the

candidates in their area

One-way communication

Engagement driven communication

Easy execution

Reach in hinterland

Desired action is doubtful

Desired action more likely to take place

Execution & reach at a national level could be

tough

While a large section will be only receivers of

messages, an important section of our target

audience will be receivers + carriers of messages.

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Communication Strategy

NoCriminalsTo achieve the objective, it is necessary that…

People have access to information about candidates

People have the aptitude to judge the rightness of candidates

People are able to judge ‘criminality’

People vote

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People vote

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4

Address reach barriers. How can we make it easy?

Our Tasks

Communication should highlight how easily can information be obtained. Media strategy

should detail how unconventional media can help increase reach in the hinterland.

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People vote

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4


Our Tasks

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People vote

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4


Our Tasks

Address attitudinal barriers. How can we help them use right parameters to make correct judgments?

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NoCriminalsParameters used to vote for a candidate

Following are some of the parameters which play a role (not necessarily in that order):

• Record of the candidate

• Promises of the candidate

• Caste of the candidate

• Connections/affinity with the candidate

• Affinity with the party

• Promises of the party

• Record of the party

• Other candidates in the party

• Family and friends' views

• Etc.





People vote

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3

4


Our Tasks


The focus of communication should be to induce the person to check the candidate’s

record and use that as ‘the sole criterion’ for voting.

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People vote

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4


Our Tasks


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People vote

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Our Tasks


Understand how they perceive criminality. Can we help them understand it better?

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NoCriminalsWhich candidate can be perceived as a criminal?

• One who has been to jail

• One who has a court case against him

• One has had a background of rape, murder

• One who has embezzled money

• One who has connection with goons

• One who takes bribes

• Etc.





People vote

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3

4


Our Tasks



In the communication, aspects of ‘criminality’ should be felt closer home. Better if it is

placed in the context of current dangers like terrorism, recession, political-financial

scams, etc.

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People vote

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Our Tasks



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People vote

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Our Tasks



Address attitudinal barriers. Can we ‘incentivize’ them to vote?

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NoCriminalsWhy people don’t vote?

• “My vote doesn’t matter.”

• “All of them (politicians) are the same. Elections are a sham.”

• “Whoever comes to power, my life won’t change.”

• “Who’s going to stand in a queue.”

• “My family (or friends) don’t vote. Should I waste my time?”

• “I don’t know these candidates, why should I vote?”

• Etc.





People vote

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Our Tasks



Address attitudinal barriers. Can we ‘incentivize’ them to vote?

The communication will implicitly address the barriers to

voting.

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NoCriminalsThe Big Idea

Communication should highlight how easily can information be

obtained.

The focus of communication should be to induce the person to

check the candidate’s record and use that as ‘the sole criterion’

for voting.

In the communication, aspects of ‘criminality’ should be felt

closer home. Better if it is placed in the context of current

dangers like terrorism, recession, political-financial scams, etc.

The communication should indirectly induce the person into

voting.

5mins

NoCriminals

5mins

To get all the information

To know the real record of politicians

To make a wise

judgmentTo clean Indian

politics

To secure 5 years

To ensure safety

To ensure progress

To know the real heroes

To make a small effort

To make a difference

To be a responsible citizen

To choose a great government

To ensure your area develops

To drive away corruption

To ensure your children are safe

To banish inertia

Just

5

mins!

NoCriminalsAction desired as a result of communication

The voter checks the record of candidates

standing in his area.

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MarCom Initiatives

NoCriminalsImportant Points

Desired action in a maximum of 4 steps

360˚

Reaching out to maximum Receivers + Carriers

NoCriminalsThe 360˚

360˚

Website

SMS Ads

Institutions/Retail chains like Post Offices, Café Coffee Day, etc.

Schools

Public Utilities likes Buses, Trains, etc.

TV Ads

Print Ads

Radio Jingle Ads

5-min films on internet & cinema halls

Movie associations

Serials/ Reality Shows

Internet Banner Ads

OOH Ads

Colleges

In-film placements

Music VideoT-shirts & Merchandise

Street playsRoad-show

Viral videosCar Stickers

Celeb Bytes

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Creating Carriers

NoCriminalsImportant audience divisions for maximum reach

Areas with criminal-politicians vs. Areas not with criminal-politicians

Urban vs. Rural

Youth vs. Old

Voters vs. Non-voters

Internet Users vs. Internet Non-users

Mobile Owners vs. Mobile Non-owners

Children vs. Elders

NoCriminalsEnabling the Internet Users


Urban vs. Rural

Youth vs. Old




Children vs. Elders

NoCriminalsEnabling the Internet Users (Case-1)

Website Internet UsersInternet Non-

users

Visits & submits postal address

Dissemination of information/communication through the website to a larger segment

Receives information leaflets/booklets for his area, in the language he wants

Distributes to family, friends, neighbors, household servants

Communication

Sees communication, comes to know about website

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2

3 4

4-step process

NoCriminalsEnabling the Internet Users (Case-2)

Internet User WebsiteOther Internet

Users

Dissemination of information/communication through institutions like post-office, NGO’s associated with NABARD, etc.

Sends messages to those email addresses

Communication

3

3-step process

3

Sees communication, comes to know about website

1

Submits friends’ email addresses

2

Incentive to receive an award if for forwarding getting maximum responses from friends

4

NoCriminalsEngaging the Mobile Owners


Urban vs. Rural

Youth vs. Old




Children vs. Elders

NoCriminalsEngaging the Mobile Owners

Short-code Mobile-owner Others

Requests information

Dissemination of information/communication through the SMS

Receives information Forwards the SMS to others

Communication

Sees communication, comes to know about the short-code

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2

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4-step process

Incentive to receive an award if for forwarding maximum SMSes

NoCriminalsTouching the rural souls through institutions


Urban vs. Rural

Youth vs. Old




Children vs. Elders

NoCriminalsTouching the rural souls through institutions

Post-office Post-menLetter-receiving

individuals/ households

Dissemination of information/communication through institutions like post-office, NGO’s associated with NABARD, etc.

Delivers information leaflets/booklets along with letters

NoCriminals Team

Distributes information leaflets/booklets to post-offices

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2 3Distributes information leaflets/booklets to post-men

3-step process

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2 3

NoCriminalsTouching elders through children


Urban vs. Rural

Youth vs. Old




Children vs. Elders

NoCriminalsTouching elders through children

School ChildrenParents / elders

eligible for voting

Dissemination of information/ communication through schools and children

Deliver information leaflets/booklets

NoCriminals Team

Distributes information leaflets/booklets to schools

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2 3Distributes information leaflets/booklets to children

3-step process

NoCriminalsTouching the youth through colleges


Urban vs. Rural

Youth vs. Old




Children vs. Elders

NoCriminalsTouching the youth through colleges

College Students

Dissemination of information/ communication through colleges

NoCriminals Team

Distributes information leaflets/booklets to under-graduate and graduate colleges

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2Distributes information leaflets/booklets to students

3-step process

NoCriminals Team

Submit perforated cut outs to enter a contest & as proof of reading the leaflet

3

Incentive to receive an award for going through the information

NoCriminalsTouching the middle-class


Urban vs. Rural

Youth vs. Old




Children vs. Elders

NoCriminalsTouching the middle-class

Bus Depot Bus-conductor Passengers

Dissemination of information/ communication through local bus services

Deliver information leaflets/booklets along with tickets

NoCriminals Team

Distributes information leaflets/booklets to local bus depots

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2 3Distributes information leaflets/booklets to conductors

3-step process

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Conveying the message through content

NoCriminalsMessaging through Serials / Reality ShowsScript

Anandi: Dadisa aap kahan ja rahe hain?

Dadisa: Arre aaj election hai. Aapna Vikram Singh ko vote dene jaa rahi hoon.

Bhairav: Maasa, aap kyon us galat aadmi ko vote karte hain baar baar. Aap uske baare kuch jaan toh lo!

Anandi: Bapusa, inke baare kahan se pata chalega?

Bhairav: Beta, apne post-office jaakar pata lo. Keval 5-minute lagenge.

NoCriminalsMessaging through Movies

“logon to www.nocriminals.com before you vote”

Message at the start of the film/credits, during the intervals and at the end.

NoCriminalsMessaging on TV

“Goodnight! Don’t forget to logon to www.nocriminals.com before you

vote.”

Sign-off line by VJ’s/ News Readers/ RJ’s

NoCriminalsTV/Radio Shows

India’s Most Wanted Crime Minister

On the lines of Shoaib Ilayasi’s program ‘India’s Most Wanted’ though in short bursts of 5 minutes

NoCriminalsTV/Radio Shows

Yes, Crime Minister

Humor-driven program on TV/Radio

NoCriminals

NoCriminals

360˚

Website

SMS Ads

Institutions/Retail chains like Post Offices, Café Coffee Day, etc.

Schools

Public Utilities likes Buses, Trains, etc.

TV Ads

Print Ads

Radio Jingle Ads

5-min films on internet & cinema halls

Movie associations

Serials/ Reality Shows

Internet Banner Ads

OOH Ads

Colleges

In-film placements

Music VideoT-shirts & Merchandise

Street playsRoad-show

Viral videosCar Stickers

Celeb Bytes

Max. ReachReaching the opinion makers

Max. Info

Engagement / Movement

Local reach

Local & memorable

Glamour / Attention

Info + leveraging communities

Captive attentive audience

Endorsement in the right context

Capturing TG in idle time

Easy accessibility

Future

Youth Movement

Glamour / AttentionMemorable

Sense of pride & ownership

Attention by surprise

Engagement

MovementSmall Reminder

NoCriminalsTo summarize

Attempt to make easy access to information.

Communication strategy induces audience to seek information about candidates’

record and spread the word.

360˚ because it’s a national cause & pertains to people from all walks of life.

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Let’s clean it up.

no criminals campaign strategy 18th jan 09

Business