Bharat Nirman Public Information Campaign, A Multi-Media Event - Backgrounder

Introduction:The Press Information Bureau, Ministry of Information and Broadcasting, Government of India has developed the concept of Bharat Nirman Public Information Campaign, a media outreach strategy to disseminate information to the targeted beneficiaries focusing on the flagship programmes of the Govt. of India. This strategy combines information dissemination and demonstration of the benefits at the doorstep of the beneficiaries, particularly in the rural areas. Bharat Nirman Public Information Campaign is designed as a more inclusive tool of information dissemination and envisages direct contact with the Aam Aadmi. The campaign seeks to empower ordinary citizen particularly from the rural areas with knowledge of the flagship programmes so that they can avail the advantages of these programmes to improve the quality of their life. The Multi-Media Event also includes media sensitisation about development programmes, media involvement in the grass root level development projects and motivation and participation of the people in the development process. The campaigns also provide opportunity to collect useful feedback from the people regarding implementation of flagship programmes and other schemes of the Govt. of India. Salient features of Bharat Nirman Public Information Campaign It is a 3 day campaign (Information Mela/Camp) organized at a rural venue particularly in a Minority Dominated Area/ Naxalite affected Area/Border Area/SC-ST Dominated Area or other backward areas. Communication strategy combines information dissemination with the delivery of services at the doorsteps of the beneficiaries. Exhibition showcasing Govt. of Indias flagship/welfare programmes. Stalls of various Central/State Government Departments, PSUs, Nationalised Banks, Insurance Companies, NGOs and Self help groups etc. 1

 Information laced entertainment programmes.

Coordination with local banks for distribution of loan etc. Participation of school children to create Bharat Nirman Brand awareness in Gen.Next. Feedback in the form of Logon ki Vaani/Rai for policy formulators. Exit poll and feedback on the impact of the PIC.

Content Management Dissemination of information is the core activity of PIC. The basic objective of the PIC is to empower ordinary persons (Aam Aadmi) by informing them about various developmental schemes launched by the Govt. of India The centre of focus should always remain the empowerment of Aam Aadmi. The 3 day PIC should have minimum 6 sessions (including inaugural and valedictory) Participation of popular public personalities, local MP/MLA/MLCs, Panches and Sarpanches etc. which helps in making the event more acceptable.
FLAGSHIP PROGRAMMES OF THE GOVT. OF INDIA HIGHLIGHTED DURING PICs

I. Bharat Nirman package for development of Rural Infrastructure:1. 2. 3. 4. 5. 6. II Rural Housing Rural Road connectivity Rural Drinking Water Supply Rural Electrification Rural Telephone Connectivity Rural Irrigation

Mahatma Gandhi National Rural Employment Guarantee Act (MGNREGA) 2

III IV V VI VII VIII

National Rural Health Mission (NRHM) Sarv Shiksha Abhiyan (SSA) Mid Day Meal Programme Jawahar Lal Nehru National Urban Renewal Mission (JNNURM) Right to Information Act (RTI)

Prime Ministers New 15-Point Programme for the welfare of Minorities Integrated Child Development Services (ICDS) Scheme Tribal Welfare specially the benefits of Scheduled Tribes and other Traditional Forest Dwellers (Recognition of Forest Rights) Act, 2006 Programme for workers in unorganized sector Rehabilitation and Resettlement Policy & Law Backward Region Grant Fund (Ministry of Panchayati Raj and Planning Commission)

IX X. XI. XII XIII

XIV Misc. Campaign like Total Sanitation Campaign, SGSY, Women Empowerment, Agriculture, Social Security Measures (old age pension etc.) etc.

Segments of PIC
Event Management: Identification of the site, necessary clearances to organise the PIC at the identified site from local authorities/security agencies etc. Putting up tents/Shamianas as per requirement or booking of halls having sufficient space to hold the PICs, decorated front gate, setting up of exhibition stalls, erection of dais and platform with appropriate flower decoration for performing artistes and other uses, green room facility for artistes, Seminar/meeting place, installation of effective Public Address System and Lighting system, creation of public utility facilities like toilets etc. Planning and setting up of exhibition/stalls of various PSUs / Government agencies identifying space for each exhibit in coordination 3

with PIB/DAVP/PSUs for information dissemination and benefit demonstration. Holding of media workshops/seminars on the flagship programmes of the Government and other important topical issues of local importance. Preparation and Distribution of Media Kits. Creation of Media Centre at the venue with facilities for data entry/internet/fax/telephone for use by the media and officials Hiring of transport, Boarding and Lodging arrangements for the visiting resource persons/key officials, suitable hospitality arrangements for VVIPs/Special Invitees. Catering including tea/soft drinks and snacks/refreshments for special invitees/media persons/duty officials/working meals for duty staff/important functionaries. Printing and Distribution of publicity material/invitation cards, matter for which will be approved by PIB. Invitation letters will be issue by PIB officers. Pre-publicity in coordination with Media units of the Min. of I&B, insertion of pamphlets in local Dailies, preparation and display of bill boards/banners/stickers, undertaking other modes of outdoor publicity, including new media e.g. SMS etc. Labour and security guard arrangements. Hiring of generators. Bouquets/mementos etc. to special Invitees/VVIPs. First Aid medical arrangements. Hiring of stall attendants, data entry operators, translators, messengers. Coordination with district/State authorities, local leaders/PSUs/PRI functionaries, NGOs/SHGs/NYKS etc. for enlisting their participation. Identification of Chief Guest/speakers/resource persons in close coordination with PIB and other media units of the Min. of I&B and inviting them to the event and ensuring their participation. 4

Execution of multi-media publicity plan (pre, during the event and post event) in coordination with PIB and other media units of Min. of I&B.

Pre-Publicity Pre-Publicity about the Campaign about its venue and dates through handbills/banners and local newspapers/announcement through loudspeakers, dhondi, personalised interaction, SMS wherever/whichever mode is possible for at least 5 days in advance of the actual date of the campaign.

Exit poll and Feedback Feedback/writing of a comprehensive Report on completion of the event (Hard and soft copy). A shorter version (synopsis) of the report on the multi-media event to be submitted within one week of the completion of the event (in hard and soft copy) giving details of the publicity activity, photographs and press clippings. The agency/NGO would also be required to undertake an exit poll in the specified feedback form to assess peoples instant reaction. A detailed performa for submission of EOI is appended herewith. Based on the professional expertise and the experience in multi-media campaign/event management in rural areas, the agencies will be shortlisted and called for an interaction at their own cost before issuing them Technical and Financial bids documents which should contain the outline plan of the PICs including details of pre-publicity modes.

Proforma for submission of EOI

Name of the Agency/NGO

Contact persons with Tele. Nos.

Postal Address

Email address

State/States /Regions where the agency/ NGO has its presence or branches

Experience of organizing Media Campaign/event in Rural areas during the last 3 years, with proof Name of Venue/Di Duratio the stt./State n of the event event with dates

Experience of working with PRIs/Opinion makers/cultural organizations during the last 3 years, with proof

Experience of holding seminars/cultural events/meetings during the last 3 years, with proof

No. of experts/ translators on the panel

Minimum turn over during each of the last 3 years with CA certificate

Any other relevant information