Digital Program For Voter Engagement

With the 2014 general elections approaching, the Election Commission of India envisaged planning an awareness campaign to inform and educate present and potential voters. The idea was to create awareness about the role of voters in shaping good governance, their rights and duties, and basic information related to the elections in their states.

With the aim to generate & increase awareness about elections and encourage the youth to vote, digital media was introduced. For the campaign spanning 8 days, we collected basic information of the participants, including their names, contact numbers, etc.

The challenge facing us was to onboard the maximum number of voters and make them a part of the electoral process in a fun and engaging manner. Since for a large part of the audience, this was a first-time experience, it was important to develop innovative ways to increase participation and engagement in this activity.

As part of the solution, we conceptualised a quiz that could be accessed by providing personal details. A time duration of 10 seconds was given to select one among the four objectives. Depending on the performances, the highest individual scores were displayed and prizes were distributed. The participants could also share their scores on their Facebook page through the kiosks placed at different parts of the city.

  • Modernization of quiz led to engagement with around 3000+ people.
  • Due to an in-depth analysis of the reports, we found some rather interesting facts:
    • Out of the respondents, 93.2% were male and only 6.3% were females
    • Maximum turnaround of 59.2% came from malls followed by 26.7% from public transport stations and 14.1% from local public markets
    • 40% were high scorers, 19% gave an outstanding performance, 20% participants had average voter quotient while 21% obtained low scores.

 

In the digital era, this kind of campaign proved its worth very well. There was a great turnaround in the campaign with major participation from the youth. The strategy worked well in engaging the participants and attracting them to the kiosks. However for many, this was the first experience on digital media, still, the idea was accepted enthusiastically by people.

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