No
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NoCriminals
Presentation on Integrated Communication Strategy to weed out
politicians who have criminal background
18th Jan ’09
No
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Criminals = candidates with a criminal background (not just those convicted for some crime)
NoCriminalsHierarchy of Objectives
Not let the criminals come
to power2 3 4
Have a government free
of corruption2 3 4
Have a government which governs well
One of the ways
One of the ways
Etc.
Etc.
Etc.
Etc.
NoCriminalsHierarchy of Objectives
Not let the criminals come
to power2 3 4
Have a government free
of corruption2 3 4
Have a government which governs well
One of the ways
One of the ways
Etc.
Etc.
NoCriminalsWays to not let criminals come to power
Have policies which debar criminals from standing in elections
Influence political parties to stop fielding criminals in elections
Influence people not to vote for criminals in elections
Increase the number of educated-literate voters (assuming they make informed choices)
Etc.
NoCriminalsWays to not let criminals come to power
Have policies which debar criminals from standing in elections
Influence political parties to stop fielding criminals in elections
Influence people not to vote for criminals in elections
Increase the number of educated-literate voters (assuming they make informed choices)
Etc.
NoCriminalsWays to influence people "not to vote for criminals"
Try to inform people about the candidates'
record
Try to inform people, induce some of them to seek
information about candidates' record and enable them to
spread the word
Induce people to seek
information about the
candidates in their area
One-way communication
Engagement driven communication
Easy execution
Reach in hinterland
Desired action is doubtful
Desired action more likely to take place
Execution & reach at a national level could be
tough
While a large section will be only receivers of
messages, an important section of our target
audience will be receivers + carriers of messages.
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Communication Strategy
NoCriminalsTo achieve the objective, it is necessary that…
People have access to information about candidates
People have the aptitude to judge the rightness of candidates
People are able to judge ‘criminality’
People vote
1
2
3
4
NoCriminalsTo achieve the objective, it is necessary that…
People have access to information about candidates
People have the aptitude to judge the rightness of candidates
People are able to judge ‘criminality’
People vote
1
2
3
4
NoCriminalsTo achieve the objective, it is necessary that…
People have access to information about candidates
People have the aptitude to judge the rightness of candidates
People are able to judge ‘criminality’
People vote
1
2
3
4
Address reach barriers. How can we make it easy?
Our Tasks
Communication should highlight how easily can information be obtained. Media strategy
should detail how unconventional media can help increase reach in the hinterland.
1
NoCriminalsTo achieve the objective, it is necessary that…
People have access to information about candidates
People have the aptitude to judge the rightness of candidates
People are able to judge ‘criminality’
People vote
1
2
3
4
Address reach barriers. How can we make it easy?
Our Tasks
1
NoCriminalsTo achieve the objective, it is necessary that…
People have access to information about candidates
People have the aptitude to judge the rightness of candidates
People are able to judge ‘criminality’
People vote
1
2
3
4
Address reach barriers. How can we make it easy?
Our Tasks
Address attitudinal barriers. How can we help them use right parameters to make correct judgments?
1
2
NoCriminalsParameters used to vote for a candidate
Following are some of the parameters which play a role (not necessarily in that order):
• Record of the candidate
• Promises of the candidate
• Caste of the candidate
• Connections/affinity with the candidate
• Affinity with the party
• Promises of the party
• Record of the party
• Other candidates in the party
• Family and friends' views
• Etc.
NoCriminalsParameters used to vote for a candidate
Following are some of the parameters which play a role (not necessarily in that order):
• Record of the candidate
• Promises of the candidate
• Caste of the candidate
• Connections/affinity with the candidate
• Affinity with the party
• Promises of the party
• Record of the party
• Other candidates in the party
• Family and friends' views
• Etc.
NoCriminalsTo achieve the objective, it is necessary that…
People have access to information about candidates
People have the aptitude to judge the rightness of candidates
People are able to judge ‘criminality’
People vote
1
2
3
4
Address reach barriers. How can we make it easy?
Our Tasks
Address attitudinal barriers. How can we help them use right parameters to make correct judgments?
The focus of communication should be to induce the person to check the candidate’s
record and use that as ‘the sole criterion’ for voting.
1
2
NoCriminalsTo achieve the objective, it is necessary that…
People have access to information about candidates
People have the aptitude to judge the rightness of candidates
People are able to judge ‘criminality’
People vote
1
2
3
4
Address reach barriers. How can we make it easy?
Our Tasks
Address attitudinal barriers. How can we help them use right parameters to make correct judgments?
1
2
NoCriminalsTo achieve the objective, it is necessary that…
People have access to information about candidates
People have the aptitude to judge the rightness of candidates
People are able to judge ‘criminality’
People vote
1
2
3
4
Address reach barriers. How can we make it easy?
Our Tasks
Address attitudinal barriers. How can we help them use right parameters to make correct judgments?
Understand how they perceive criminality. Can we help them understand it better?
1
2
3
NoCriminalsWhich candidate can be perceived as a criminal?
• One who has been to jail
• One who has a court case against him
• One has had a background of rape, murder
• One who has embezzled money
• One who has connection with goons
• One who takes bribes
• Etc.
NoCriminalsTo achieve the objective, it is necessary that…
People have access to information about candidates
People have the aptitude to judge the rightness of candidates
People are able to judge ‘criminality’
People vote
1
2
3
4
Address reach barriers. How can we make it easy?
Our Tasks
Address attitudinal barriers. How can we help them use right parameters to make correct judgments?
Understand how they perceive criminality. Can we help them understand it better?
In the communication, aspects of ‘criminality’ should be felt closer home. Better if it is
placed in the context of current dangers like terrorism, recession, political-financial
scams, etc.
1
2
3
NoCriminalsTo achieve the objective, it is necessary that…
People have access to information about candidates
People have the aptitude to judge the rightness of candidates
People are able to judge ‘criminality’
People vote
1
2
3
4
Address reach barriers. How can we make it easy?
Our Tasks
Address attitudinal barriers. How can we help them use right parameters to make correct judgments?
Understand how they perceive criminality. Can we help them understand it better?
1
2
3
NoCriminalsTo achieve the objective, it is necessary that…
People have access to information about candidates
People have the aptitude to judge the rightness of candidates
People are able to judge ‘criminality’
People vote
1
2
3
4
Address reach barriers. How can we make it easy?
Our Tasks
Address attitudinal barriers. How can we help them use right parameters to make correct judgments?
Understand how they perceive criminality. Can we help them understand it better?
Address attitudinal barriers. Can we ‘incentivize’ them to vote?
1
2
3
4
NoCriminalsWhy people don’t vote?
• “My vote doesn’t matter.”
• “All of them (politicians) are the same. Elections are a sham.”
• “Whoever comes to power, my life won’t change.”
• “Who’s going to stand in a queue.”
• “My family (or friends) don’t vote. Should I waste my time?”
• “I don’t know these candidates, why should I vote?”
• Etc.
NoCriminalsTo achieve the objective, it is necessary that…
People have access to information about candidates
People have the aptitude to judge the rightness of candidates
People are able to judge ‘criminality’
People vote
1
2
3
4
Address reach barriers. How can we make it easy?
Our Tasks
Address attitudinal barriers. How can we help them use right parameters to make correct judgments?
Understand how they perceive criminality. Can we help them understand it better?
Address attitudinal barriers. Can we ‘incentivize’ them to vote?
The communication will implicitly address the barriers to
voting.
1
2
3
4
NoCriminalsThe Big Idea
Communication should highlight how easily can information be
obtained.
The focus of communication should be to induce the person to
check the candidate’s record and use that as ‘the sole criterion’
for voting.
In the communication, aspects of ‘criminality’ should be felt
closer home. Better if it is placed in the context of current
dangers like terrorism, recession, political-financial scams, etc.
The communication should indirectly induce the person into
voting.
5mins
NoCriminals
5mins
To get all the information
To know the real record of politicians
To make a wise
judgmentTo clean Indian
politics
To secure 5 years
To ensure safety
To ensure progress
To know the real heroes
To make a small effort
To make a difference
To be a responsible citizen
To choose a great government
To ensure your area develops
To drive away corruption
To ensure your children are safe
To banish inertia
Just
5
mins!
NoCriminalsAction desired as a result of communication
The voter checks the record of candidates
standing in his area.
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MarCom Initiatives
NoCriminalsImportant Points
Desired action in a maximum of 4 steps
360˚
Reaching out to maximum Receivers + Carriers
NoCriminalsThe 360˚
360˚
Website
SMS Ads
Institutions/Retail chains like Post Offices, Café Coffee Day, etc.
Schools
Public Utilities likes Buses, Trains, etc.
TV Ads
Print Ads
Radio Jingle Ads
5-min films on internet & cinema halls
Movie associations
Serials/ Reality Shows
Internet Banner Ads
OOH Ads
Colleges
In-film placements
Music VideoT-shirts & Merchandise
Street playsRoad-show
Viral videosCar Stickers
Celeb Bytes
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Creating Carriers
NoCriminalsImportant audience divisions for maximum reach
Areas with criminal-politicians vs. Areas not with criminal-politicians
Urban vs. Rural
Youth vs. Old
Voters vs. Non-voters
Internet Users vs. Internet Non-users
Mobile Owners vs. Mobile Non-owners
Children vs. Elders
NoCriminalsEnabling the Internet Users
Areas with criminal-politicians vs. Areas not with criminal-politicians
Urban vs. Rural
Youth vs. Old
Voters vs. Non-voters
Internet Users vs. Internet Non-users
Mobile Owners vs. Mobile Non-owners
Children vs. Elders
NoCriminalsEnabling the Internet Users (Case-1)
Website Internet UsersInternet Non-
users
Visits & submits postal address
Dissemination of information/communication through the website to a larger segment
Receives information leaflets/booklets for his area, in the language he wants
Distributes to family, friends, neighbors, household servants
Communication
Sees communication, comes to know about website
1
2
3 4
4-step process
NoCriminalsEnabling the Internet Users (Case-2)
Internet User WebsiteOther Internet
Users
Dissemination of information/communication through institutions like post-office, NGO’s associated with NABARD, etc.
Sends messages to those email addresses
Communication
3
3-step process
3
Sees communication, comes to know about website
1
Submits friends’ email addresses
2
Incentive to receive an award if for forwarding getting maximum responses from friends
4
NoCriminalsEngaging the Mobile Owners
Areas with criminal-politicians vs. Areas not with criminal-politicians
Urban vs. Rural
Youth vs. Old
Voters vs. Non-voters
Internet Users vs. Internet Non-users
Mobile Owners vs. Mobile Non-owners
Children vs. Elders
NoCriminalsEngaging the Mobile Owners
Short-code Mobile-owner Others
Requests information
Dissemination of information/communication through the SMS
Receives information Forwards the SMS to others
Communication
Sees communication, comes to know about the short-code
1
2
34
4-step process
Incentive to receive an award if for forwarding maximum SMSes
NoCriminalsTouching the rural souls through institutions
Areas with criminal-politicians vs. Areas not with criminal-politicians
Urban vs. Rural
Youth vs. Old
Voters vs. Non-voters
Internet Users vs. Internet Non-users
Mobile Owners vs. Mobile Non-owners
Children vs. Elders
NoCriminalsTouching the rural souls through institutions
Post-office Post-menLetter-receiving
individuals/ households
Dissemination of information/communication through institutions like post-office, NGO’s associated with NABARD, etc.
Delivers information leaflets/booklets along with letters
NoCriminals Team
Distributes information leaflets/booklets to post-offices
1
2 3Distributes information leaflets/booklets to post-men
3-step process
1
2 3
NoCriminalsTouching elders through children
Areas with criminal-politicians vs. Areas not with criminal-politicians
Urban vs. Rural
Youth vs. Old
Voters vs. Non-voters
Internet Users vs. Internet Non-users
Mobile Owners vs. Mobile Non-owners
Children vs. Elders
NoCriminalsTouching elders through children
School ChildrenParents / elders
eligible for voting
Dissemination of information/ communication through schools and children
Deliver information leaflets/booklets
NoCriminals Team
Distributes information leaflets/booklets to schools
1
2 3Distributes information leaflets/booklets to children
3-step process
NoCriminalsTouching the youth through colleges
Areas with criminal-politicians vs. Areas not with criminal-politicians
Urban vs. Rural
Youth vs. Old
Voters vs. Non-voters
Internet Users vs. Internet Non-users
Mobile Owners vs. Mobile Non-owners
Children vs. Elders
NoCriminalsTouching the youth through colleges
College Students
Dissemination of information/ communication through colleges
NoCriminals Team
Distributes information leaflets/booklets to under-graduate and graduate colleges
1
2Distributes information leaflets/booklets to students
3-step process
NoCriminals Team
Submit perforated cut outs to enter a contest & as proof of reading the leaflet
3
Incentive to receive an award for going through the information
NoCriminalsTouching the middle-class
Areas with criminal-politicians vs. Areas not with criminal-politicians
Urban vs. Rural
Youth vs. Old
Voters vs. Non-voters
Internet Users vs. Internet Non-users
Mobile Owners vs. Mobile Non-owners
Children vs. Elders
NoCriminalsTouching the middle-class
Bus Depot Bus-conductor Passengers
Dissemination of information/ communication through local bus services
Deliver information leaflets/booklets along with tickets
NoCriminals Team
Distributes information leaflets/booklets to local bus depots
1
2 3Distributes information leaflets/booklets to conductors
3-step process
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Conveying the message through content
NoCriminalsMessaging through Serials / Reality ShowsScript
Anandi: Dadisa aap kahan ja rahe hain?
Dadisa: Arre aaj election hai. Aapna Vikram Singh ko vote dene jaa rahi hoon.
Bhairav: Maasa, aap kyon us galat aadmi ko vote karte hain baar baar. Aap uske baare kuch jaan toh lo!
Anandi: Bapusa, inke baare kahan se pata chalega?
Bhairav: Beta, apne post-office jaakar pata lo. Keval 5-minute lagenge.
NoCriminalsMessaging through Movies
“logon to www.nocriminals.com before you vote”
Message at the start of the film/credits, during the intervals and at the end.
NoCriminalsMessaging on TV
“Goodnight! Don’t forget to logon to www.nocriminals.com before you
vote.”
Sign-off line by VJ’s/ News Readers/ RJ’s
NoCriminalsTV/Radio Shows
India’s Most Wanted Crime Minister
On the lines of Shoaib Ilayasi’s program ‘India’s Most Wanted’ though in short bursts of 5 minutes
NoCriminalsTV/Radio Shows
Yes, Crime Minister
Humor-driven program on TV/Radio
NoCriminals
NoCriminals
360˚
Website
SMS Ads
Institutions/Retail chains like Post Offices, Café Coffee Day, etc.
Schools
Public Utilities likes Buses, Trains, etc.
TV Ads
Print Ads
Radio Jingle Ads
5-min films on internet & cinema halls
Movie associations
Serials/ Reality Shows
Internet Banner Ads
OOH Ads
Colleges
In-film placements
Music VideoT-shirts & Merchandise
Street playsRoad-show
Viral videosCar Stickers
Celeb Bytes
Max. ReachReaching the opinion makers
Max. Info
Engagement / Movement
Local reach
Local & memorable
Glamour / Attention
Info + leveraging communities
Captive attentive audience
Endorsement in the right context
Capturing TG in idle time
Easy accessibility
Future
Youth Movement
Glamour / AttentionMemorable
Sense of pride & ownership
Attention by surprise
Engagement
MovementSmall Reminder
NoCriminalsTo summarize
Attempt to make easy access to information.
Communication strategy induces audience to seek information about candidates’
record and spread the word.
360˚ because it’s a national cause & pertains to people from all walks of life.
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Let’s clean it up.