Jaago Re! One Billion Votes
Encyclopedia
Jaago Re! One Billion Votes is a non-partisan nationwide movement that aims to awaken and enable the citizens of India
, especially the youth, to register to vote. It was launched by Tata Tea
and Janaagraha
(a non-profit organization.) The communication was created by Lowe, Mumbai.
Jaago Re! One Billion Votes is an extension of Tata Tea's iconic Jaago Re! campaign, which focuses on social issues. In 2008, Tata Tea decided to take up youth voting as an issue, and created the One Billion Votes property in association with Janaagraha.
The mission is to register the entire of India for voting in the next 5 years, in order to better Indian democracy. In the launch year (2008–09), the campaign targets the top 35 cities of India, and aims to register millions of youth before the 2009 general elections.
The website is designed to be a portal which facilitates the flow of information and resources between individuals, groups, and organizations by bringing together, onto a common platform, those who possess information and resources and those who need them. The understanding behind the website is that people have the desire and the resources to contribute meaningfully to social causes that they believe in. However, often they are unable to channelize this desire into actual contributions due to lack of information about whom to contact or where to go. Similarly, NGOs have specific requirements for time, effort or special skills, but are at a loss to rope in the much-needed resources. This portal hopes to provide a platform for these two sets of people to interact and exchange information, time, effort, skills etc.
The website is simple with two key sections – Jaago and Jagaao. Jaago is the information section – a place where people can read up on various social issues – their causes, effects, solutions and how each individual can contribute to addressing the issue. People can post articles and documents related to any social issue, thus making this section of the website into an information and knowledge bank.
Jagaao is the direct engagement section of the website – a place where individuals and organizations (NGOs) register and create a profile. It is the social exchange wherein NGOs can post various requirements – in the form of projects requiring man-hours or specific skills etc. Similarly, individuals can post their interest areas and availability. Individuals can search for projects by location, dates, causes etc. NGOs can also actively search for people using the filters provided.
Speaking about the portal, Ms. Sangeeta Talwar, Executive Director, Tata Tea Limited, said, “At its best, jaagore.com hopes to facilitate social awakening among the youth by providing them the platform and opportunities to channel their efforts and skills. With this initiative Tata Tea hopes to take its flagship campaign - Jaago Re! - beyond the rhetoric, from a level of creating awareness to a level where it actively facilitates action – another call to action.”
Voter registration efforts are planned and executed by a group of passionate young volunteers. Cities covered for outreach activities under Jaago Re! One Billion Votes include Delhi, Jaipur, Lucknow, Kolkata, Hyderabad, Chennai, Bangalore, Pune, Mumbai, Surat and Ahmedabad.
Beginning 1 November 2008, talks are organized in more than 200 of India's largest colleges and companies to spread the message of the movement, and to organize ON THE SPOT voter registration drives using innovative technology. The City team is the backbone of the outreach programme of Jaago Re! One Billion Votes and encourages youth participation, either by -
Several viral marketing
ideas were also created and hosted on a separate website. Lowe developed 360-degree communication covering Internet advertising, radio, mall and multiplex ideas, etc.
In addition to this, Lowe created the communication for all the Outreach events planned by Janaagraha. This included activities at companies like Infosys
and Wipro
.
(Chief Mentor, Infosys), Mr T S Krishnamurthy
(Ex Chief Election Commissioner), Tariq Ansari (Midday Group) and Rakeysh Omprakash Mehra
(Filmmaker and Director, Rang De Basanti)
India
India , officially the Republic of India , is a country in South Asia. It is the seventh-largest country by geographical area, the second-most populous country with over 1.2 billion people, and the most populous democracy in the world...
, especially the youth, to register to vote. It was launched by Tata Tea
Tata Tea
Tata Tea Limited, also known as Tata-Tetley, is the world's second largest manufacturer and distributor of tea. Owned by India's Tata Group, the Tata Tea Limited markets tea under the major brands Tata Tea, Tetley, Good Earth Teas and JEMČA...
and Janaagraha
Janaagraha
Janaagraha is a not-for-profit organization that aims to strengthen democracy in India by working for citizen participation in urban local government...
(a non-profit organization.) The communication was created by Lowe, Mumbai.
Jaago Re! One Billion Votes is an extension of Tata Tea's iconic Jaago Re! campaign, which focuses on social issues. In 2008, Tata Tea decided to take up youth voting as an issue, and created the One Billion Votes property in association with Janaagraha.
The mission is to register the entire of India for voting in the next 5 years, in order to better Indian democracy. In the launch year (2008–09), the campaign targets the top 35 cities of India, and aims to register millions of youth before the 2009 general elections.
Background
Tata Tea recently re-launched its flagship website. The portal which was, for the last one year, an online hot spot for aspiring voters to register and obtain all information related to Voter Registration, will now stand for social awakening in a broader sense. Jaago Re as a campaign has targeted the youth of the nation, urging them to take a stand on various issues such as voting and corruption and do their bit – thereby encouraging them to be the ‘change they want to see’.The website is designed to be a portal which facilitates the flow of information and resources between individuals, groups, and organizations by bringing together, onto a common platform, those who possess information and resources and those who need them. The understanding behind the website is that people have the desire and the resources to contribute meaningfully to social causes that they believe in. However, often they are unable to channelize this desire into actual contributions due to lack of information about whom to contact or where to go. Similarly, NGOs have specific requirements for time, effort or special skills, but are at a loss to rope in the much-needed resources. This portal hopes to provide a platform for these two sets of people to interact and exchange information, time, effort, skills etc.
The website is simple with two key sections – Jaago and Jagaao. Jaago is the information section – a place where people can read up on various social issues – their causes, effects, solutions and how each individual can contribute to addressing the issue. People can post articles and documents related to any social issue, thus making this section of the website into an information and knowledge bank.
Jagaao is the direct engagement section of the website – a place where individuals and organizations (NGOs) register and create a profile. It is the social exchange wherein NGOs can post various requirements – in the form of projects requiring man-hours or specific skills etc. Similarly, individuals can post their interest areas and availability. Individuals can search for projects by location, dates, causes etc. NGOs can also actively search for people using the filters provided.
Speaking about the portal, Ms. Sangeeta Talwar, Executive Director, Tata Tea Limited, said, “At its best, jaagore.com hopes to facilitate social awakening among the youth by providing them the platform and opportunities to channel their efforts and skills. With this initiative Tata Tea hopes to take its flagship campaign - Jaago Re! - beyond the rhetoric, from a level of creating awareness to a level where it actively facilitates action – another call to action.”
Outreach
- BLV
- City Team
Voter registration efforts are planned and executed by a group of passionate young volunteers. Cities covered for outreach activities under Jaago Re! One Billion Votes include Delhi, Jaipur, Lucknow, Kolkata, Hyderabad, Chennai, Bangalore, Pune, Mumbai, Surat and Ahmedabad.
Beginning 1 November 2008, talks are organized in more than 200 of India's largest colleges and companies to spread the message of the movement, and to organize ON THE SPOT voter registration drives using innovative technology. The City team is the backbone of the outreach programme of Jaago Re! One Billion Votes and encourages youth participation, either by -
- Spending one working day per week in outreach activities
- Approaching Colleges and Companies to bring them on board as Host Institutes
- Conducting creative outreach events to get youth enrolled
- Being talk facilitators, to address audiences during outreach drives
Advertising
The Jaago Re! One Billion Votes campaign was conceptualised and executed by Lowe, Mumbai. Lowe created two commercials: the lead film that talked about the need for the youth to awaken, and a follow-up film which talked about what the website has to offer.Several viral marketing
Viral marketing
Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives through self-replicating viral processes, analogous to the spread of viruses...
ideas were also created and hosted on a separate website. Lowe developed 360-degree communication covering Internet advertising, radio, mall and multiplex ideas, etc.
In addition to this, Lowe created the communication for all the Outreach events planned by Janaagraha. This included activities at companies like Infosys
Infosys
Infosys Limited, formerly Infosys Technologies Limited is a global technology services company headquartered in Bangalore, India. It is the second largest IT exporter in India with 133,560 employees as of March 2011. It has offices in 33 countries and development centers in India, China,...
and Wipro
Wipro
Wipro Limited formally Western India Products Limited is a global IT services and consulting company headquartered in Bangalore, India. As of 2011, Wipro is the second largest IT services company by turnover in India and employs more than 120,000 people worldwide as of March 2011...
.
Advisory Group
The Jaago Re! One Billion Votes movement is led by an eminent Advisory Group comprising Mr N. R. Narayana MurthyN. R. Narayana Murthy
Nagavara Ramarao Narayana Murthy , better known as N. R. Narayana Murthy, is an Indian industrialist and software engineer. He and six other engineers founded Infosys in 1981. Mr. Murthy served as CEO from 1981 to 2002. From 2002 to 2011, he served as Chairman...
(Chief Mentor, Infosys), Mr T S Krishnamurthy
T S Krishnamurthy
Taruvai Subayya Krishnamurthy was the Chief Election Commissioner of India . His main assignment as C.E.C was to oversee the 2004 elections to the Lok Sabha...
(Ex Chief Election Commissioner), Tariq Ansari (Midday Group) and Rakeysh Omprakash Mehra
Rakeysh Omprakash Mehra
Rakeysh Omprakash Mehra is an Indian filmmaker and screenwriter. He is best known for writing and directing Rang De Basanti , for which he won Best Director awards at the 2006 Filmfare Awards and National Film Awards and received a BAFTA Award nomination for Best Foreign Language Film...
(Filmmaker and Director, Rang De Basanti)