Iaago ke Imp|ementat|on Strategy

1aLa 1ea launched Lhelr !aago 8e meanlng 'Wake up' 1v campalgn ln an efforL Lo wake up an
apaLheLlc naLlon Lo Lhe lssues LhaL affecL lL llLerally sLlrrlng up a sLorm ln a Leacup AfLer successfully
drawlng aLLenLlon Lo lmporLanL lssues lL was Llme Lo empower lndla by slmpllfylng soclally
responslble acLlon
1he challenge ln lmplemenLlng Lhe '!aago 8e' campalgn was Lo smooLhly LranslLlon from belng an
'awareness' lnlLlaLlve Lo an 'acLlon orlenLed' Lool LhaL lndlans could use Lo make a real change ln Lhe
counLry lor Lhls Lhey parLnered wlLh acLlvlsLs organlsaLlons who had Lhe means Lo make lL
happen
Iocus on outh
!aago 8e as a campalgn was predomlnanLly LargeLed Lhe youLh of Lhe naLlon urglng Lhem Lo Lake a
sLand on varlous lssues such as voLlng and corrupLlon and do Lhelr blL Lhereby encouraglng Lhem Lo
be Lhe 'change Lhey wanL Lo see'
1he maln ldea was LhaL many lndlvlduals especlally Lhe youLh have Lhe deslre and Lhe resources Lo
conLrlbuLe meanlngfully Lowards Lhe soclal causes Lhey belleve ln and Lhe reforms LhaL Lhey wanL Lo
see 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.
Hence the objective was to empower the inspired youth by providing a platform to channel their
resources in the right direction.
#Iaagorecom' A Commun|ty |atform
!aago8ecom Lhe webslLe launched as parL of Lhe !aago 8e campalgn was now Lransformed lnLo a
communlLy plaLform where lndlvlduals could parLner wlLh govL approved nCCs by easlly
volunLeerlng for Lhelr servlces aL Lhe cllck of a buLLon
1hus from a slmple webslLe !aago 8e became a 'soclal change neLwork' where people could plck a
cause close Lo Lhelr hearL flnd llke mlnded people form groups parLlclpaLe ln dlscusslons wrlLe
arLlcles and mosL lmporLanLly acLually 'uC' someLhlng by volunLeerlng for a llve soclal pro[ecL 8y
provldlng a plaLform for noL for proflL organlsaLlons Lo puL up soclal pro[ecLs and allowlng slLe
members Lo apply or [oln Lhese pro[ecLs !aago 8e! now provlded a slmple easy way Lo Lake
acLlon
'!aago' and '!agaao'
1he webslLe ls slmple wlLh Lwo key secLlons !aago and !agaao
'!aago' ls Lhe lnformaLlon secLlon a place where people can read up on varlous soclal lssues Lhelr
causes effecLs soluLlons and how each lndlvldual can conLrlbuLe Lo addresslng Lhe lssue eople can
posL arLlcles and documenLs relaLed Lo any soclal lssue Lhus maklng Lhls secLlon of Lhe webslLe lnLo
an lnformaLlon and knowledge bank
'!agaao' ls Lhe dlrecL engagemenL secLlon of Lhe webslLe a place where lndlvlduals and
organlzaLlons (nCCs) reglsLer and creaLe a proflle lL ls Lhe soclal exchange whereln nCCs can posL
varlous requlremenLs ln Lhe form of pro[ecLs requlrlng manhours or speclflc skllls eLc Slmllarly
lndlvlduals can posL Lhelr lnLeresL areas and avallablllLy
Soclal lssues supporLed Lhrough neLworklng
1he webslLe as of Loday supporLs 10 key lssues CorrupLlon LducaLlon Chlld 8lghLs Clobal
Warmlng voLlng Puman 8lghLs Women's rlghLs PealLh Clvlc lssues ulfferenLly Abled users can
creaLe Lhelr own proflles (elLher as lndlvldual or as nCC) by assoclaLlng wlLh one or more lssues 1he
slLe Lhen offers lmporLanL feaLures of a soclal neLwork such as creaLlng proflles neLworklng creaLlng
groups and evenLs and conLrlbuLlng conLenL such as arLlcles documenLs relaLed Lo Lhe lssue LhaL
Lhe user supporLs
'Soclal Lxchange'
1he mosL lmporLanL aspecL of Lhe webslLe ls Lhe 'Soclal Lxchange' a 'llsLlngs' of soclal pro[ecLs puL
up by Lhe nCCS on Lhe webslLe Cn Lhe Soclal Lxchange organlsaLlons can puL up all klnds of pro[ecLs
where people can volunLeer Lo work from home such as documenLaLlon work for Lhe nCC or work
onslLe llke Leachlng sLreeL chlldren
volunLeerlng
1hls webslLe also acLs as a convenlenL lnLerface for lndlvlduals wllllng Lo volunLeer Lhelr servlces for
Lhe socleLy Lhrough nCCs 1he users slmply need Lo cllck Lhe 'volunLeer' buLLon whlch Lrlggers an
emall Lo Lhe nCC wlLh deLalls of Lhe lnLeresLed user Slnce all nCCs on !aago 8e! are governmenL
cerLlfled Lhe whole process of volunLeerlng becomes LransparenL slmple and effecLlve

Iaago ke! Cne 8||||on Votes
'!aago 8e! Cne 8llllon voLes' an exLenslon of 1aLa 1eas lconlc !aago 8e! campalgn was a non
parLlsan naLlonwlde movemenL launched ln 2008 LhaL almed aL awakenlng and enabllng Lhe clLlzens
of lndla especlally Lhe youLh Lo reglsLer Lo voLe
lor Lhls purpose 1aLa 1ea [olned hands wlLh !anaagraha a noL for proflL organlzaLlon wlLh Lhe
mlsslon Lo reglsLer Lhe enLlre of lndla for voLlng ln Lhe nexL 3 years ln order Lo beLLer Lhe lndlan
democracy ln Lhe launch year (200809) Lhe campalgn LargeLed Lhe Lop 33 clLles of lndla and
almed aL reglsLerlng mllllons of youLh before Lhe 2009 general elecLlons
CuLreach of Lhe Campalgn
voLer reglsLraLlon efforLs are planned and execuLed by a group of passlonaLe young volunLeers
ClLles covered for ouLreach acLlvlLles under !aago 8e! Cne 8llllon voLes lnclude uelhl !alpur
Lucknow kolkaLa Pyderabad Chennal 8angalore une Mumbal SuraL and Ahmedabad
8eglnnlng 1 november 2008 Lalks were organlzed ln more Lhan 200 of lndlas largesL colleges and
companles Lo spread Lhe message of Lhe movemenL and Lo organlze Cn 1PL SC1 voLer reglsLraLlon
drlves uslng lnnovaLlve Lechnology 1he ouLreach programme of Lhe '!aago 8e Cne 8llllon voLes'
campalgn encouraged youLh parLlclpaLlon by one or more of Lhe followlng ways
O Spendlng one worklng day per week ln ouLreach acLlvlLles
O Approachlng Colleges and Companles Lo brlng Lhem on board as PosL lnsLlLuLes
O ConducLlng creaLlve ouLreach evenLs Lo geL youLh enrolled
O 8elng Lalk faclllLaLors Lo address audlences durlng ouLreach drlves

AdverLlslng for Lhe Campalgn
1he !aago 8e! Cne 8llllon voLes campalgn was popularlzed vla Lwo 1v commerclals Lhe lead fllm
LhaL Lalked abouL Lhe need for Lhe youLh Lo awaken and a followup fllm whlch Lalked abouL whaL
Lhe webslLe has Lo offer
Several vlral markeLlng ldeas were also creaLed and hosLed on a separaLe webslLe and also
developed was a 360degree lnLegraLed communlcaLlon coverlng lnLerneL adverLlslng radlo mall
and mulLlplex ldeas eLc
Medla arLners
'!aago re! Cne 8llllon voLes' campalgn was supporLed by mulLlple parLners and sponsors who
belleved ln Lhe cause of voLlng 1helr message was a sLrong one bullL aL Lhe very rooL of
parLlclpaLory democracy 1he ouLreach parLners of !aago 8e! Cne 8llllon voLes lncluded Lhe llkes of
Lok SaLLa Andolan (WesL lndla) 8lA (norLh lndla) ?ahoo! lndla 8adlo Cne lM 943 and Mldday

Iaago ke Campa|gn Aga|nst Corrupt|on
8uouyed by Lhe success of '!aago 8e' lLs earller campalgn whlch exhorLed people Lo wake up and
voLe 1aLa 1ea launched anoLher campalgn LlLled 'Aa[ Se khllana 8andh llana Shuru' 1hls verslon
Lakes Lhe lssue of corrupLlon and urges clLlzens Lo awaken and flghL agalnsL lL
CorrupLlon ls someLhlng LhaL ls eaLlng lndla from wlLhln from years 1hls campalgn hlLs Lhe problem
of corrupLlon rlghL on Lhe head
1he new campalgn ls a 360 degree lnLegraLed markeLlng campalgn" whlch wlll connecL equally
wlLh consumers across Lhe reLall neLwork of 1aLa 1ea as also Lhrough onllne and moblle Louch
polnLs varlous onLheground lnlLlaLlves wlll Lake Lhe message closer