A Scientific & Systematic Approach to SVEEP Rajasthan Experience

1. A Scientific & Systematic Approach to SVEEPRajasthan Experience ASHOK KUMAR PAREEK, OFFICE OF CHIEF ELECTORAL OFFICER, RAJASTHAN

2. SVEEPRajasthan Experience Backdrop • SVEEP : A Social Agenda of the Election Commission of India, an initiative for inclusion of all in the democratic process • In 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.

3. A SVEEP Brand was Created

4. SVEEPRajasthan Experience Approach to SVEEP Programme • Conceptualisation 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)

5. SVEEPRajasthan 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)

6. SVEEPRajasthan 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

7. SVEEPRajasthan Experience Bridging-the-Gap Strategy (BGS) • To identify the gaps in electoral participation • To conceive specific intervention for filling gaps • To embed the concept of SVEEP in local cultural settings. • To identify appropriate mediums for verbal and non-verbal communication with voters

8. SVEEP Rajasthan Experience Bridging-the-Gap Strategy (BGS) Methodology used for identifying appropriate interventions – • SVEEP materials were designed according to quadrants • Next 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

9. SVEEPRajasthan 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.

10. SVEEPRajasthan 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.

11. LH (Low Literacy Rate, High Voter Turnout) LL (Low Literacy Rate, Low Voter Turnout) 1. Banswara Bhilwara Chittorgarh Jaisalmer Jhalawar 6. Pratapgarh 1. Baran 2. Barmer 3. Bharatpur Bikaner 5. Bundi 6. Dausa Dungarpur 8. Jalore 9. Jodhpur Karauli 11. Nagaur 12. Pali Rajsamand 14. SawaiMadhopur 15. Sirohi 16. Tonk 17. Udaipur HL (High Literacy Rate, Low Voter Turnout) HH (High Literacy Rate, High Voter Turnout) 1. Ajmer Jaipur Jhunjhunu Kota 5. Sikar 1. Hanumangarh Ganganagar 3. Alwar

14. SVEEPRajasthan Experience Creating a SVEEP Brand • As 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) “Coloursof Democracy”- State-wide 7-day activity chart (“R A I N B O WWEEK”), encompassing slogan and colour themes, was created

15. SVEEPRajasthan Experience Implementation – Some glimpses • Through a 40 –Point Activity Guidelines and 10 – Point Action Plan • Through association of grassroots women functionaries - Aanganwadi Workers ASHA Sahyoginis, ANMs, MahilaPreraks etc. designated as “MatdataSakhis” for Door-to-Door motivation of females • Through Invitation to voters by distributing PeelaChawals (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

16. SVEEPRajasthan 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

17. Coloursof Democracy

18. Implementation - SVEEP in Media Day 1:Cycle Rally Day 2:Rangoli Day 4:Candle March Day 3:Women March

19. Implementation - SVEEP in Media Day 5:Vote Marathon Day 6:Human Chain Day 5:Vote Marathon Day 7:Voting Pledge

20. SVEEPRajasthan Experience 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.

21. Contd… SVEEPRajasthan Experience 2. Enhancement in Females Registration Outcomes • 1. Improvement in EP Ratio Cont…

22. Contd… SVEEPRajasthan Experience 3. Increase in registration of youth (18-19 years) Cont…

23. SVEEPRajasthan Experience • Substantial Increase in Voter Turnout in Assembly Elections Elections • Historic Increase in Voter Turnouts in Parliamentary Elections Elections

24. SVEEPRajasthan Experience Highlights • 9% increase in Vidhansabha Elections over Past Election 2008. 68 lakh more voters were mobilized compared to previous elections in VidhanSabha Elections – 2008 (2.40 crore to 3.08 crore) • 15 % increase in LokSabha 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 LokSabha Elections – 2009) Thus, SVEEP has been yielding consistently higher voter mobilizations.

25. SVEEPRajasthan 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.

26. SVEEPRajasthan Experience Looking Forward • 100% 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 anElectoral 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.

27. SVEEPRajasthan Experience Limitations Following 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

28. THANKS