Post on 02-Jan-2016
description
A Scientific & Systematic Approach to
SVEEP
Rajasthan Experience
ASHOK KUMAR PAREEK, OFFICE OF CHIEF ELECTORAL OFFICER, RAJASTHAN
SVEEP
Rajasthan Experience
BackdropSVEEP : A Social Agenda of the Election Commission of
India, an initiative for inclusion of all in the democratic processIn Rajasthan, SVEEP was implemented for the first time in
Assembly Elections – 2013 which brought good results.To make the SVEEP Programme more effective and result
oriented, a scientific & systematic approach was adopted in Parliamentary Election-2014.
A SVEEP Brand was Created
Approach to SVEEP ProgrammeConceptualisation
I. Three-Tier Strategy
II. Four-Quadrant Matrix
III. Creating a SVEEP Brand Implementation
I. Uniformity across the state for Brand Building
II. Activity Guidelines from the State Level
III. Innovations at Local Level as per Need Motivation, Guidance , Monitoring(MGM)
SVEEP
Rajasthan Experience
Conceptualisation
I. Three-Tier Strategy
(i) State Level – Environment-Building Strategy (EBS)
(II) District Level – Bridging-the-Gap Strategy (BGS)
(III) Polling Booth Level – Micro-Planning Strategy (MPS)
SVEEP
Rajasthan Experience
Environment-Building Strategy (EBS) To prepare a fertile ground for voter awareness across
state . “SABHI CHUNE, SAHI CHUNE” was the buzzword
To associate various Government Departments, CSOs, NGOs, Corporate & Business Associations etc.
To design and develop SVEEP outreach material targeting all segments.
To harness the potential of media in spreading awareness and dissemination of information
SVEEP
Rajasthan Experience
Bridging-the-Gap Strategy (BGS) To identify the gaps in electoral participationTo conceive specific intervention for filling gapsTo embed the concept of SVEEP in local cultural
settings.To identify appropriate mediums for verbal and non-
verbal communication with voters
SVEEP
Rajasthan Experience
Bridging-the-Gap Strategy (BGS)
Methodology used for identifying appropriate interventions –SVEEP materials were designed according to quadrantsNext steps were -
(i) Preparing draft District SVEEP Plans at CEO Office level
(ii) Sending draft SVEEP Plans to districts for feedbacks
(iii) Analyzing district feedbacks to identify voting gaps
(iv) Suggesting SVEEP initiatives according to socio-economic scenarios of districts
However, every district had enough freedom to chart independent course of action
SVEEP
Rajasthan Experience
Micro-Planning Strategy (MPS)
To collect information on 10 % Polling Stations, recorded lowest voter turnouts in previous elections.
To analyze reasons of low voter turnouts in above identified polling stations
To do detailed planning and pursue intensive & focussed interventions to address deficiencies.
SVEEP
Rajasthan Experience
Four-Quadrant Matrix A big challenge as Rajasthan is large in area and
characterized by scattered population.
The 33 districts of the state were categorized into four quadrants based on literacy level and voter turnout pattern in the past.
SVEEP
Rajasthan Experience
11
LH (Low Literacy Rate, High
Voter Turnout)
HH (High Literacy Rate, High Voter
Turnout)
1. Banswara2. Bhilwara3. Chittorgarh4. Jaisalmer5. Jhalawar6. Pratapgarh
LL(Low Literacy Rate, Low Voter
Turnout)
1. Baran 2. Barmer 3. Bharatpur4. Bikaner 5. Bundi 6. Dausa7. Dungarpur 8. Jalore 9. Jodhpur 10.Karauli 11. Nagaur 12. Pali13.Rajsamand 14. Sawai Madhopur15. Sirohi 16. Tonk 17. Udaipur
HL(High Literacy Rate, Low Voter
Turnout)
1. Ajmer2. Jaipur3. Jhunjhunu4. Kota5. Sikar
1. Hanumangarh2. Ganganagar3. Alwar
CATEGORY DISTRICTS ANALYSIS INTERVENTIONS SUGGESTED
A – (LH)
Low Literacy Rate, High Voter Turnout
BANSWARA, BHILWARA,CHITTORGARH,JAISALMER,JHALAWAR,PRATAPGARH
Chances of irrational voting as well as voting in the name of Caste, Religion, Community etc.
1. Encourage ethical voting
2. Intensive use of Audio-Visuals
3. Lesser use of print media (except in Urban Areas)
B – (LL)
Low Literacy Rate, Low Voter Turnout
BARAN, BARMER, BHARATPUR,BIKANER, BUNDI, DAUSA,DUNGARPUR, JALORE,JODHPUR,KARAULI, NAGAUR, PALI,RAJSAMAND,SAWAI MADHOPUR, SIROHI ,TONK, UDAIPUR
Indicates towards Lack of Awareness and existence of Cultural Barriers
1. Carry out Awareness Campaigns.
2. Constant social interventions using social, cultural and local media
3. Intensive use of Audio-Visuals
4. Lesser use of Print Media (except Urban Area)
CATEGORY DISTRICTS ANALYSIS INTERVENTIONS SUGGESTED
C - (HL)
High Literacy Rate, Low Voter
Turnout
AJMER, JAIPURJHUNJHUNU, KOTA,
SIKAR
Clear-cut case of Voter Apathy
1. Undertake Motivational Campaigns.
2. Intensive use of Print alongwith Audio-Visual Media.
3. CSOs and Women Wings of various Community Organizations should be partnered.
D - (HH)
High Literacy Rate, High
Voter Turnout
HANUMANGARH,GANGANAGAR, ALWAR
Clear-cut case of Voter Apathy
1. “Including Excluded Voter in the Mainstream” Policy.
2. Motivational Campaigns.
Creating a SVEEP BrandAs branding is a most effective marketing strategy
(i) Connects given target group emotionally
(ii) Creates Brand Loyalty, if brand is good
(iii) Achieves mass mobilisation of thought & act
Therefore , A SVEEP Brand was created
(i) “Colours of Democracy”- State-wide 7-day activity chart
(“R A I N B O W WEEK”), encompassing slogan and colour themes, was created
SVEEP
Rajasthan Experience
Implementation – Some glimpses Through a 40 –Point Activity Guidelines and 10 – Point Action PlanThrough association of grassroots women functionaries -
Aanganwadi Workers ASHA Sahyoginis, ANMs, Mahila Preraks etc. designated as “Matdata Sakhis” for Door-to-Door motivation of females
Through Invitation to voters by distributing Peela Chawals (a traditional way of invitation during marriage), Voter Paati (Invitation Letter) etc.
Through partnership with corporates and corporate associations Through active participation of Civil Society Associations
particularly their female wings
SVEEP
Rajasthan Experience
Through support of media houses Through confidence building measures with the help of
police department. Through local innovation as per the quadrants. Through constant meeting with community leaders.Through SVEEP brand “R A I N B O W WEEK” that
commanded tremendous response of the public and the media as well
SVEEP
Rajasthan Experience
Colours of DemocracyDAY EVENT/ ACTIVITY THEME SLOGAN COLOUR THEME MESSAGE
Day I Cycle Rally "Chalo Chalein Vote Daalein"
Violet Motivation
Day II Rangoli "Rangoli Lokatantra Ki"
Indigo Ethical Voting
Day II Women March "Mahilayein Badhengi, Vote
Karengi"
Blue Royal Gender
Day IV Candle March "Ujiyaara Loktantra Ka"
Green Go for Enlightened Vote
Day V Vote Marathon "Run for Democracy"
Yellow Spreading Awareness
Day VI Human Chain "Hum aur Hamaraa
Lokatantra"
Orange Forming Bridges
Day VII Voting Pledge "Matdaan Sankalp Samaroha"
Red Determination
Implementation - SVEEP in Media
Day 1:Cycle Rally Day 2:Rangoli
Day 3:Women March Day 4:Candle March
Implementation - SVEEP in Media
Day 5:Vote Marathon
Day 5:Vote Marathon
Day 6:Human Chain
Day 7:Voting Pledge
Motivation, Guidance , Monitoring(MGM)Regular interaction with district level officers.Cash Award Scheme for district level officers for
outstanding performance. Creation of SVEEP Portal on CEO website for sharing of
information and experiences of field level officers.Regular updation on social media such as facebook
page, WhatsApp for SVEEP activities being undertaken at State as well as district level.
SVEEP
Rajasthan Experience
2. Enhancement in Females RegistrationGENDER RATIO(Census-2011)
GENDER RATIO(Electoral Roll as on
01.01.2013)
GENDER RATIO(Electoral Roll as on
01.01.2014)
928 874 899
18+ Population(Census-2011)
EP RATIO(Electoral Roll
as on 01.01.2013)
EP RATIO(Electoral Roll
as on 01.01.2014)
58.56 54.80 55.94
1. Improvement in EP Ratio
Cont…
Contd…
21
Outcomes
SVEEP
Rajasthan Experience
18-19 Years Population
(Census-2011)
18-19 Years registered voters
(Electoral Roll as on 01.01.2013)
18-19 Years registered voters
(Electoral Roll as on 01.01.2014)
29,02,665 10,88,906 20,02,489
3. Increase in registration of youth (18-19 years)
Cont…
Contd…
22
SVEEP
Rajasthan Experience
23
Substantial Increase in Voter Turnout in Assembly Elections Elections
Historic Increase in Voter Turnouts in Parliamentary Elections Elections
Year Total Male Female Gap
2008 66.41 67.56 65.31 -2.25
2013 75.67 74.92 75.56 0.64
Year Total Male Female Gap
2009 48.46 51.68 44.77 -06.91
2014 63.02 64.63 61.23 - 3.4
SVEEP
Rajasthan Experience
Highlights9% increase in Vidhansabha Elections over Past Election
2008. 68 lakh more voters were mobilized compared to previous elections in Vidhan Sabha Elections – 2008 (2.40 crore to 3.08 crore)
15 % increase in Lok Sabha Elections over Past Elections in 2009. 91 lakh more voters were mobilized compared to previous elections (2.07 crore voters compared to 1.79 crore voters in Lok Sabha Elections – 2009)
Thus, SVEEP has been yielding consistently higher voter mobilizations.
SVEEP
Rajasthan Experience
Highlights• 17 Districts out of 33 Districts in the State, recorded
more than 10% increase in female voter turn-out.• 15 Districts recorded more than 5% increase in female
voter turnout over Assembly Elections - 2008.
SVEEP
Rajasthan Experience
Looking Forward100% electoral participation in the future elections To Formulate a Roll Clean Index (RCI) to provide a
yet more logical basis for identifying appropriate & specific SVEEP interventions.
To Formulate an Electoral Behaviour Index (EBI) on the lines of Human Development Index(HDI). This will incorporate, Indicator of Economic well-being, Rural Population Ratio and Literacy Rate of the particular district.
SVEEP
Rajasthan Experience
LimitationsFollowing limitations of this approach may help chalk out future road-maps …..
Sudden Fury of Nature – Storms, Winds, Heat, Loos in Rajasthan deserts, Cold etc.
Exams – College Exams, University Exams, Competitive Exams
Social Occasions – Saawas (auspicious days for solemnizing marriages), Fairs, Festivals etc.
Spate of Holidays – Successive Government Holidays Economic Factors – Days crucial in terms of Crop Cycle
SVEEP
Rajasthan Experience
THANKS