The Awareness and Communications Strategy Advisory Council
The UIDAI recognising the importance of an awareness and communications strategy for the success of the UID project appointed an Awareness and Communications Strategy Advisory Council (ACSAC), with a mandate to recommend the awareness and communications strategy required to achieve the purposes of the UIDAI. The order constituting the Council as well as its mandate can be found here:
Awareness and Communications Strategy Advisory Council order.
Information, Education and Communication Strategy
Information, Education and Communication (IEC) is an important process in the enrolment strategy. The basic objective of IEC is to educate all the partners and residents so as to make them aware of the various usages and benefits which can be derived from Aadhaar. The Registrar, along with the UIDAI will strive to disseminate information regarding the applications of Aadhaar so that benefits of governmental and other schemes reach the intended beneficiaries.
To ensure comprehensive coverage across all the residents, the message of Aadhaar shall be spread through the following communication channels:
Broadcast & Telecast: TV, radio, print, Internet
Information: News and publications
Outdoors: Posters, handouts, wall paintings, banners, hoarding
Entertainment: Cinema, sports, endorsements
Inter-personal: Audio, video, telecom
Support infrastructure: Registrar and Enrolment Agency infrastructure
UIDAI will provide the funding where required at the production and execution stage, for all material directly related to the Aadhaar brand. Funding for communication material associated with the Registrar that includes the Aadhaar brand will also be provided by UIDAI. However, any additional requirements by the Registrar for dissemination of information pertaining to their specific needs shall be borne by the Registrar.
A dedicated team from UIDAI, along with the relevant agencies such as Advertising & Public Relations will work closely with the Registrar in executing the IEC strategy.
Presentation of the Awareness and Communication Strategy Advisory Council Report
On 15th June 2010, the Awareness and Communication Strategy Advisory Council (ACSAC) report, 'Aadhaar – Communicating to a Billion' was presented to Mr. Nandan Nilekani, Chairman UIDAI and Mr. Ram Sevak Sharma, D.G., UIDAI. The ACSAC was appointed to formulate an awareness and communication strategy for UIDAI.
Mr. Nilekani, thanked the committee for the comprehensive report, emphasising on the point that this is just the beginning of the journey and a lot of work still needs to be done in future to effectively communicate Aadhaar to the nation. He remarked on how Aadhaar is truly revolutionary as it confers mobility to the holder. He also reiterated the UIDAI's guarantee of enabling universal recognition of identification.
Mr. Kiran Khalap, the Chairman of the ACSAC, spoke about the need to route communications through the right channels and not relying too heavily on conventional media, especially in a county like India with a rich oral tradition. He added that interpersonal communication and the 'Word of Mouth' are strong means of communicating information in India. ACSAC member, Mr. D K Bose said that satellite television has brought huge behavioural changes and there has been a shift in how people receive and process information.
Mr. R S Sharma commended the committee for delivering their report within 90 days deadline and discussed about the need to not over-promise the delivery of benefits or give out misleading information. He also pointed out that for the weaker sections of society, a means to prove one's identity will be an invaluable service.
Please click "Aadhaar - Communicating to a Billion" for the ACSAC report.
|For any information, comments or suggestions on the UIDAI's IEC Strategy write to email@example.com or contact:
Mr. Awadhesh Kumar Pandey
Assistant Director General (Media & Printing)
Unique Identification Authority of India
3rd floor, Tower II, Jeevan Bharati Building,
Connaught Circus, New Delhi 110001