A Scientific & Systematic Approach to SVEEP Rajasthan Experience

A Scientific & Systematic Approach to

SVEEP

Rajasthan Experience

ASHOK KUMAR PAREEK, OFFICE OF CHIEF ELECTORAL OFFICER, RAJASTHAN

SVEEP


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


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


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


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


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


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


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


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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


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


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


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


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


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


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


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


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


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


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


THANKS

A Scientific & Systematic Approach to SVEEP Rajasthan Experience

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