As per the cabinet approval of NeGP in May 2006, Awareness & Communication (A&C) is a key component of NeGP. The goal of this component The NeGP is a multi-stakeholder programme which primarily focuses on making critical public services available. Today, nearly 1crore transactions per day spanning over 2700 services are taking place across the length and breadth of the country.
These services have been enabled by the Line Departments under the various Mission Mode Projects of NeGP as well as by State Governments that have chosen to leverage the digital service delivery infrastructure created under NeGP. Of the 31 Mission Mode Projects under NeGP, 20 MMPs are live and are delivering services to the citizens.
Objectives of the Scheme as Related to Plan and Government Policy:
Against the multifarious challenges that characterise NeGP and keeping in view the learning from earlier campaigns, objectives for NeGP A&C activities 2014-17 have been identified as follows:
Reinforcing Umbrella Brand:
For NeGP to have significant recall value and establish itself as a flagship initiative, it is important that the umbrella brand is established firmly and unequivocally. Towards this end, the following is proposed to be done:
- Declare NeGP as a Flagship programme.
- Declare an eGovernance Day.
- Mandate use of NeGP brand – Logo and tagline – by all Central Ministries and Departments and States in all their MMP related communication.
- Incorporate the NeGP Logo and tagline in all GoI letterheads on the lines of Sarva Shiksha Abhiyaan.
Awareness in Middle and Lower Levels of Government
At the State level, A&C and Capacity Building and change management activities are closely intertwined and therefore, should be conducted together. It is therefore proposed that District and Division level workshops cutting across departments, as well as State MMP specific workshops with clear messaging about NeGP and placement of that MMP within NeGP, be held. While the MMP specific workshops will function as change management workshops, for cross cutting audience, the Divisional and District level workshops will effectively work as awareness workshops. These are by no means a replacement for specific skill or project specific workshops being held under the CB initiative.
Awareness at Grassroots
Awareness at grassroots about NeGP is closely linked to awareness about CSCs, availability of different G2C services through CSCs and clear linkage of CSC to NeGP. In order to achieve this threefold objective, the following is proposed:
- Similar Branding across States – Although each State has its own CSC branding that enhances the ownership of CSCs within the State, it is essential that there should be similarity in branding by ensuring similarity in display of branding on CSC boards. It is also essential that presence of the NeGP logo and tagline and GoI logo should be mandatory on such boards.
- Enhanced Outreach activities – In the previous A&C project of 2012-2014, outreach activities were conducted in 2625 CSCs. It is essential that such an activity is up scaled to ensure greater visibility of CSCs as well as to ensure demand generation for services. It is therefore suggested that another 10,000 CSCs may be covered under the outreach plan, in a phased manner in the next 3 years.
- CSC Diwas – Every year, CSC Diwas is celebrated on 16th July. It is necessary to enhance the visibility of this day. Some of the ways in which this can be achieved is by celebrating the diwas not just in one location but in every State. If all departments that are providing services through CSCs can participate on this day on the same platform, it would also give impetus to availability of services through CSCs. To enable this, financial support may be extended to District e-Governance Societies to ensure seamless implementation of the event.
- VLE recognition – VLEs for all practical purposes are the face of NeGP in large parts of the country. In order to motivate them, it is essential that their performance and commitment is recognised and exemplary work is felicitated. Towards this end, it is proposed that on CSC Diwas, select VLEs are felicitated and a VLE success story book is published every quarter and circulated to all stakeholders within the NeGP ecosystem.
Mass Media Campaign
Mass media campaign is an essential element to reinforce recall about various e-services being enabled across the country. It also helps build the umbrella brand that can be leveraged across by MMPs. It is also essential to weave the mass media campaign with the existing on ground activity i.e. outreach campaign and CSC diwas. The other important element is to use mass media on a continuous basis rather than as a short term or ad hoc measure. Keeping this in view, the following is proposed for mass media.
- Quarterly mass media burst using electronic media specifically TV – both Doordarshan and private channels with priority given to regional channels and main news channels.
- A TV series like a soap may be run on TV to generate awareness about e Governance
- On similar lines, a Radio sponsored programme on primary channels of AIR, private FM channels and Community radio may be built to raise the level of awareness about availability of services.
- A series of sponsored talk shows that include videos of successful projects may be run on multiple channels including regional channels. This would ensure a fact based approach to awareness generation and give an opportunity to different stakeholders to air their views thereby building credibility.
- A set of audio visual repository be built continuously as is being done now to keep the information and AV content updated.
- Currently, involvement of public at large is limited in NeGP. In order to encourage citizen engagement, an annual national contest on service experience may be run where users may submit their stories/experiences in video format and select videos may be used for publicity.
While the existing collaterals are generic in nature, given the different set of stakeholders, it is proposed that different categories of collaterals be designed and distributed. Some of the common collaterals may be calendar, pen, penholder, notepad, and brochure. However, bag, mug, memento, NeGP branded towel etc. may be designed differently for different set of audience.
Synergies with other Projects and Schemes
Under NeGP and within MeitY, there are several projects and schemes with which synergy needs to be created. Main amongst these includes the CSC and e-District project, CB Scheme and CeG Project. In addition, it is important that synergies with MMPs of NeGP that are not being implemented by MeitY, should also be developed. It is proposed that...
- Under the expanded university outreach project, select students and teachers may be invited to CeG for a visit. In addition, visit to other e-Governance projects and limited internship may also be sponsored in different domain such as technology, CB, project management, citizen engagement etc.
- An awareness campaign may be conducted intra-state, wherein successful VLEs may be positioned as mentors and their stories may be communicated to other VLEs using AV as well as in workshop format.
- Officers coming for eGLC training and/or other specific training programmes, may be made brand ambassadors/change agents for e-Governance in their departments and interwoven with CB scheme.
- A similar set up like CeG may be created in every State to spread awareness about various e-Services and applications; it could also become a showcase for cutting edge technology and interaction point with CSOs. To initiate interlinks with CSOs, the CSOs currently registered/partnering with INDG may be reached. This may later be expanded as a hub and spoke model for wider outreach.
- Public Information Campaigns (PICs) may be leveraged to reinforce branding of NeGP as a flagship initiative and deepen its outreach in deep rural pockets of the country.