Teleserials may be used to popularize UID project……..Himanshi Dhawan
NEW DELHI: Soaps may be melodramatic and over-the-top but there is no denying their ardent following. Faced with the task of selling the concept of a `number’ under the unique identity project, the government is considering the idea of using soaps. This will be part of a multi-pronged communication strategy to build the `Aadhar’ brand.
There have been instances of programmes designed around specific themes that have proved successful. For instance, a fairly popular soap `Kyonki jeena issi ka naam hai’ promoted the health ministry’s flagship programme — the National Rural Health Mission — while telefilms have been made on social issues like AIDS and female foeticide.
According to sources, an amount of Rs 50 crore has been earmarked for the information campaign this year that will be carried out in a phased manner. With the UID enrolment rolling out in August, the national campaign is expected to begin in June. This will be followed by regional campaigns. Karnataka, Andhra Pradesh and Bihar are expected to be the first states where the UID project will be initiated.
UID authority officials held a meeting with I&B ministry officials last week to explore communication strategies with media units like the Press Information Bureau, Doordarshan, AIR and song and drama division and field publicity.
“The biggest challenge is to explain this concept which is only a number. People have to understand that getting this number will empower them,” an official said.
So far people are accustomed to a mobile number but this number, as has been often said by UIDAI head Nandan Nilekani, will “open doors”. It is expected that UID will assist government in designing welfare programmes and allocation of funds. For instance, Tamil Nadu spends Rs 5,000 crore on welfare schemes but there are leakages to the tune of Rs 800 crore. “The state hopes that UID will help plug these leakages,” the official said.
The plan is to launch a national campaign that will include outreach through government and private agencies before enrolment begins. Regional campaigns that are more local will begin during and post enrolment.