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‘Awareness & Communication’Importance and Strategies

“Without communication there is no relationship, without relationship there is not trust and without trust there is no reason to continue” – Anonymous

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Technology is Changing Everything

• Economy• Social Patterns• Organizations

and Information Systems

• Political Systems and Power Patterns

• Technology

Defining Awareness & Communication1. COMMUNICATION is the process of imparting or exchanging

information by speaking, writing, or using some other medium.

2. All successful communication results from one person understanding the meaning and intention of what another person has said.

3. AWARENESS is the ability to perceive a certain notion or idea.

4. Communication plays an important role in creating and spreading awareness

5. Therefore “Awareness and Communication” is about designing and implementing the plans and strategies of Communication so to reach out to citizens and stakeholders

• Identify stakeholders for various services and projects

• Understand and define the requirements of various stakeholders

• Inform citizens about various e services

• Increase the demand for various e services

• Receive information from citizens to identify scope of improvement

Need for A&C Strategy

Principles of Effective Communication• Be Simple and Precise

• Choose the right communication channel

• Be at the right time

• Communicate in local languages

• Complete the loop

• Stay connected.

Content strategy

• Know yourself• Know your users• Know your content –less jargons• Be innovative and unexpected

EntertainingEducativeInformativeEngaging

• Listen well

Objectives of A&C for e Governance• To build distinctive brand of NeGP • To motivate stakeholders as well as beneficiaries to participate and

benefit from the various services being offered by the government under NeGP

• To make the citizen aware that the government is sensitive to his/her requirements and is working towards making services available in his/her locality.

• To emphasise and drive home the point that NeGP is not alone about computerisation or technology but making interaction with government easier, transparent and efficient.

• To create a demand driven atmosphere this would ensure an effective and efficient reengineering of the processes of government actively involving the government functionaries.

A&C 2.0Awareness, Communication

& “Collaboration”

Overview• Total Expenditure is Rs 98.15 crore to be spend from 2014-17 • Mass Media – Commercials, Ads, Panel Discussions TV Soap

etc, dedicated PR Agency• Outreach – Rural Outreach• Workshops –Annual MMP Leader Retreat, University

Workshops, National and International events participation• Collaterals – New Logo, iconic collateral• Strong focus on New Media• Others - e Governance Day, Republic Day Tableau, Impact

Assessment, e-Governance Impact Index. • NeGD is the implementing agency

A &C 2.0 – New Approach

• Integration– all components of A&C to work with each other• Proactive – understand the value to target user• Extensive focus on new Media – Social Media and Web 2.0• Work with experts – knowledge partners• Close the loop – feedback is essential• Continuous and purposeful engagement with stakeholders

and resource persons• Youth Connect – NSS,NYK, Youth Ki Awaj, Teach Me etc

NeGD A&C Activities – Social Media • A dedicated team of 5 members manages social media at

NeGD since July, 2014• Various services, schemes, policies and news related to Digital

India are updated regularly• Various online competitions like “Caption The Image”,

“Crossword” and online quizzes etc. were organised on NeGP social media to engage citizens.

• Citizens were also invited to submit “Innovative Proposals” which garnered a massive response

• These activities helped in the growth of NeGP social media and also in engaging users

NeGD Social Media At A Glance• On July 31st, 2014, NeGP’s social media presence was limited

to Facebook (5,371) & LinkedIn (111 connections)• On August 15th, 2014, NeGP Twitter handle was launched • By 30th November, 2014, NeGP had 1,00,000 followers on

Facebook• As on 7th May, 2015 the status of NeGP Social Media channels

is as follows– Facebook: 2,28,007 likes– Twitter: 12,580 followers– LinkedIn: 1,294 connections– YouTube: 592 subscribers

NeGD A&C Activities – GG Day• NeGD A&C team was entrusted with the duty of organising the Good Governance

Day on 25th December, 2014• The event was held at Manekshaw Auditorium and it was OPEN to general public• Citizens were allowed to register for the event through NeGP website. The same

was promoted through social media• To reach more audience, the event was webcast “live”• To engage youth and to encourage talent, a logo competition was organized on

MyGov• All the posters designed for the event were made “in-house”

Digital India Week

Rationale behind Digital India Week

• Digital India is a massive attempt by government to transform the society and economy and to empower citizens through Digital Infrastructure as a Utility to Every Citizen, Governance & Services on Demand, Digital Empowerment of Citizens

• Digital India is a transformative program and its success requires– Supply side - Government at all levels is fully aware and equipped to

understand and implement the program– Demand Side- Citizens are aware of its services and benefits– All stakeholders including industry, academia and media work together

for the success of the program

• Digital India to be kick started though a large scale Awareness and Communication event like Digital India Week (DIW)

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Objectives of DIW-“ Inform, Educate & Engage”

• Inform citizens about the vision, services and benefits of Digital India

• Organize events at large number of Digital Point of Presence ( CSCs, Post Office, Schools, GPs etc)

• Connect netizens through Social Media campaigns and events• Popularize and expanding the reach of existing e services• Plan and launch new services for citizens during the week• Educate citizens on functional digital literacy, cyber security, cyber

hygiene • Incentivize, motivate and connect citizens with Digital India program• Communication in vernacular languages as far as possible

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Summary of Schedule of Events

• Pre-event Media Launch- social media, TV, radio etc.• Mailers and Broadcast of PM’s message to eService users across

various Digital platforms• Launch of DIW with Mann ki Baat by Hon’ble PM• Organizing events at village level- Citizen Service Centres (CSCs),

Post Offices etc.• Organizing events at all District HQs• Organizing event at all State HQs• Organizing National Event

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Other initiatives

• Rapid Assessment System

• Citizen Engagement Project

• Volunteer Management System

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Thank You

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