Scope of social issue campaigns by Indian english dailies

Presented by: Tanmoy Porel, LIBA

OBJECTIVES

Objectives

• To assess the impact and effect of social issue campaigns by Indian english newspapers

• To find the parameters or attributes for an effective social campaign

• To gauge the scope of a particular campaign in the context of print media

Why?

Why?

Why?

Why?

• Television remains the most popular source of information*• 22 per cent for news and current affairs• 63 per cent read newspapers to gather news and information

on current event

• Highest newspaper circulation• Numerous Social Issue Campaigns

* WALL STREET JOURNAL http://blogs.wsj.com/indiarealtime/2010/11/15/do-young-indians-read-not-as-much-as-they-watch-tv/

The Research

DEMOGRAPHICS

Gender Ratio*

* Age Group :20-29 Years

Female 45 30%

Male 105 70%

OccupationProfessional 57 38%

Student 90 60%

Businessman 2 1%

Housewife/Househusband

1 1%

Newspaper HabitsRegularly (Everyday)

92 61%

Sometimes (Once or twice a week)

49 33%

Occasionally (Once or twice a month)

7 5%

Rarely (newspapers are less visible to me)

1 1%

Seldom 1 1%

Newspaper HabitsI just go through the headlines

19 13%

5-10 minutes 71 47%

About an hour 55 37%

More 5 3%

MediumPrint (nothing beats morning tea/coffee and newspaper)

48 32%

Newspaper websites 51 34%

Apps on my smartphone 34 23%

Facebook Groups/Pages 11 7%

Other 6 4%

Newspaper Preference

Times of India 90 40%

Hindustan Times 11 5%

The Hindu 91 41%

The Deccan Herald 3 1%

Other 28 13%

Newspaper SourceNewsboy 63 42%

Subscription 30 20%

College/Hostel subscription

31 21%

News stand 2 1%

Office 13 9%

Other 10 7%

PurposeTo be up-to-date 114 34%

To talk sense in my social circle

56 17%

Entertainment is all I need

14 4%

Authentic and Unbiased news

29 9%

To know about happenings in and around the city

101 30%

Movie listings and horoscope

15 4%

Other 6 2%

The Analysis

STATISTICAL ANALYSIS

Campaigns

Variable Reliability Test

• Variables• Social Issue Addressed• Innovation• Effectiveness• Relevance• Impact

• Cronbach’s Alpha (α) = 0.662 (Fair to good)• Unidimensionality of the scale

Aman Ki Asha

• Descriptive Statistics• Close Means

• KMO Coefficient• 0.83

• Scree Plot• 59% variance explained by one component

• Component Matrix• Relevance of the topic

Behave Yourself India

• Descriptive Statistics• Social Issue Addressed

• KMO Coefficient• 0.644

• Scree Plot• 62.7 % variance explained by two components

• Component Matrix• Component 1: Social Issue Addressed, Innovation,

Relevance• Component2 : Effectiveness, Impact

It’s My Life

• Descriptive Statistics• Close Means

• KMO Coefficient• 0.894

• Scree Plot• 73% variance is explained by one component

• Component Matrix• All factors are important in the component

Lead India

• Descriptive Statistics• Close Means

• KMO Coefficient• 0.751

• Scree Plot• 55.74% variance explained by one component

• Component Matrix• Impact of the campaign

Mumbai For Women

• Descriptive Statistics• Close Means

• KMO Coefficient• 0.796

• Scree Plot• 64% variance explained by one component

• Component Matrix• Effectiveness

Teach India• Descriptive Statistics• Social Issue Addressed

• KMO Coefficient• 0.644

• Scree Plot• 62.7% variance explained by two components

• Component Matrix• Component 1 : Social Issue Addressed, Innovation,

Relevance• Component 2 : Effectiveness, Impact

Act Against Corruption

• Descriptive Statistics• Social Issue Addressed

• KMO Coefficient• 0.805

• Scree Plot• 59% variance is explained by one component

• Component Matrix• Effectiveness

Success Attributes

Attributes

• Implementation• Importance• Effect• Brand Name• Marketing

Factor Analysis

• Descriptive Statistics• Close Means with Brand Name being the most important

• KMO Coefficient• 0.827

• Scree Plot• 65% variance is explained by one component

• Component Matrix• Implementation

PERCENTAGE ANALYSIS

Attributes

Implementation/Execution

Strongly Agree

73 49%

Agree 32 21%

Neutral 20 13%

Disagree 13 9%

Strongly Disagree

12 8%

Importance of the social issue

Strongly Agree

55 37%

Agree 48 32%

Neutral 18 12%

Disagree 10 7%

Strongly Disagree

19 13%

Results or Effect of the Campaign

Strongly Agree

53 35%

Agree 39 26%

Neutral 27 18%

Disagree 20 13%

Strongly Disagree

11 7%

Brand Name associated with the

campaign

Strongly Agree

17 11%

Agree 42 28%

Neutral 42 28%

Disagree 33 22%

Strongly Disagree

16 11%

Marketing of the campaign

Strongly Agree

52 35%

Agree 44 29%

Neutral 17 11%

Disagree 17 11%

Strongly Disagree

20 13%

Effect

Increase in social awareness

Strongly Agree

31 21%

Agree 78 52%

Neutral 32 21%

Disagree 7 5%

Strongly Disagree

2 1%

Importance of social media presence

Strongly Agree

54 36%

Agree 77 51%

Neutral 12 8%

Disagree 6 4%

Strongly Disagree

1 1%

Actionable Influence

Strongly Agree

18 12%

Agree 45 30%

Neutral 61 41%

Disagree 22 15%

Strongly Disagree

4 3%

Feel good factor

Strongly Agree

8 5%

Agree 49 33%

Neutral 53 35%

Disagree 28 19%

Strongly Disagree

8 5%

Perception

Passive Effect

Exactly like me 7 5%

A lot like me 53 35%

Somewhat like me

52 35%

Not much like me

30 20%

Just my opposite

8 5%

Consciousness

Exactly like me 19 13%

A lot like me 80 53%

Somewhat like me

37 25%

Not much like me

14 9%

Just my opposite

0 0%

Respect for newspaper

Exactly like me 20 13%

A lot like me 43 29%

Somewhat like me

41 27%

Not much like me

44 29%

Just my opposite

2 1%

Futility

Exactly like me 8 5%

A lot like me 15 10%

Somewhat like me

43 29%

Not much like me

63 42%

Just my opposite

21 14%

Active Effect

Exactly like me 16 11%

A lot like me 39 26%

Somewhat like me

64 43%

Not much like me

29 19%

Just my opposite

2 1%

Influence

Exactly like me 7 5%

A lot like me 34 23%

Somewhat like me

57 38%

Not much like me

43 29%

Just my opposite

9 6%

Campaigns considered as

Weapons

Exactly like me 23 15%

A lot like me 64 43%

Somewhat like me

45 30%

Not much like me

16 11%

Just my opposite

2 1%

Awareness

Exactly like me 32 21%

A lot like me 61 41%

Somewhat like me

40 27%

Not much like me

14 9%

Just my opposite

3 2%

Interest in politics

Exactly like me 29 19%

A lot like me 30 20%

Somewhat like me

36 24%

Not much like me

32 21%

Just my opposite

23 15%

Preferences

Newspaper preference

Times of India 96 42%

The Hindu 108

48%

Hindustan Times

15 7%

Deccan Herald

2 1%

Other 5 2%

Social Campaigns

Stray Dogs Adoption 35 4%

Welfare for slum dwellers 40 5%

Child Labour 57 7%

Trafficking of children 59 7%

Primary Education 43 5%

Women Empowerment 37 5%

Save Water 57 7%

Indian Democracy and its problems

38 5%

The Rise of Aam Aadmi 23 3%

Petrol Adulteration 39 5%

Garbage Disposal/Recycling 55 7%

Quit Smoking 45 6%

Casteism 42 5%

Rape Laws 48 6%

Gender Equality 30 4%

Female Genocide 34 4%

Save Petrol 36 4%

Save Paper 39 5%

Public Conveyance 45 6%

Other 12 1%

Social Campaigns

The most number of response came for “NO

SMOKING” Campaign in ‘Other’ category

RESULT

Findings• Previous campaigns succeeded due to the following

factors• Social Issue Addressed• Relevance of the issue• Impact

• Attributes essential for a successful campaign• Implementation• Importance of the issue addressed• Brand Name• Marketing

Findings

• Campaigns to be considered• Child Labour• Trafficking of Children• Save Water• Garbage Disposal/Recycling• No Smoking

SECONDARY RESEARCH

http://mashable.com/2010/09/30/creative-social-good-campaigns/

RECOMMENDATIONS

Social Marketing

“the design, implementation, and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution, and marketing research”

Philip Kotler and Gerald Zaltman

Model*• Selecting Behaviour• Identifying Barriers and Benefits• Developing Strategies• Commitment• Social Norms : Community Support• Social Diffusion• Prompts• Communication• Incentives• Convenience

• Piloting• Broad Scale Implementation and Evaluation

*Fostering Sustainable Behavior – Doug McKenzie – Mohr, New Society Publishers

Diffusion of Ideas*

*Wikipedia

Conclusion