GUIDELINES ON INFORMATION EDUCATION COMMUNICATION (IEC) UNDER UID(AADHAAR) PROJECT FOR DISTRICT REGISTRARS
Information Education Communication (IEC) campaign is key to educate residents to make them aware of importance & benefit from theUIDthat will play a vital role in success ofUIDenrolment process. Operationalizing IEC is a multi-pronged approach for which focused co-ordination between Enrolment Agency, District Registrar, State Registrar and UIDAI is required. Objective of IEC activities at respective levels will be as below:
At State Level: Awareness
At District Level: Information and on-ground presence
At Tehsil/Village Level: Mobilization
At Enrolment Center Level: Information
State Registrar in coordination with UIDAI has developed IEC material to generate overall awareness on UID project among the masses whereas District Registrar has to undertake a more focussed IEC to inform and mobilise the local residents for enrolment. The District Administration would ensure implementation of IEC plan at Enrolment Center, Tehsil/Block and District level. IEC related responsibility at different levels would be as below:
Responsibilities of District AdministrationAt each Enrolment Center (EC) / · Ensure EA has collected the EC Aadhaar branding kits and put up branding as required at each EC level.
· Distribution of pamphlets in the catchment area of EC.
At the Tehsil level / · Sensitize 200-300 Tehsil level influencers like PoIs, Doctors, School teachers, AWW, ASHA etc.
· Wall paintings at prominent places.
· Auto/Jeep loudspeakers containing mobilization messages.
· Nukkad Nataks/ Songs and Dramas related activities.
· School assemblies to announce Aadhaar messages on need of Aadhaar, benefits and process to enrol.
At the District level / · Media workshops in district.
· Publish press release on Aadhaar in local newspapers at repeated intervals.
· Sensitize 200-300 district level influencers like PRIs, SHG, Local leaders, Government officials, Doctors, Policemen etc.
· Put up hoardings at prominent public gathering places in District and Tehsil.
· Ads in local newspapers.
· Cable channel tickers.
· Cinema halls pre-movie video.
· Publicity at local gatherings like fairs, festivals, sporting events etc..
Detailed suggestions/guidelines in this regard are as follows -
1. District registrar would have to prepare an action plan to initiate appropriate awareness activities on UID at the enrolment centre, tehsil and district level within the district to sensitize the residents for successful enrolments.
2. District registrar would be provided the following material for IEC campaign by the State Registrar:
o Templates /Creative designs of Newspaper Ads, standees, hoardings in districts
o Formats for wall paintings at the village level
o Mobilization messages for Auto/Jeep loudspeaker equipments
o Pre movie videos for cinema halls and ticker messages for Cable TVs
o Suggestive scripts for nukkad nataks, songs, dramas etc.
3. An IEC Kit for enrolment centre comprising of flex calendars and banners for centre level IEC will be provided by state registrar to the districts which needs to be further passed on to enrolment agency by the District Registrar. Agency will put these flexes on display at all the Enrolment Centres.
4. Following activities at the District level, using the templates / creative has to be undertaken by District Registrar:
o Wall writing may be undertaken at prominent locations in the villages/localities. The locations may be Gram Panchayat, government offices, market places, ration shops, school buildings and other public places where large number of people gather for various purposes.
o Hoardings and standees may be printed and put up at bus stops and prime locations in towns and cities for the duration of enrolment.
o Press release for Aadhaar may be published in local newspapers in the districts during the enrolment process.
o Advertisements in local cable networks through ticker messages, cinema halls pre movie videos and mobile vans mobilization messages for the duration of the enrolment period in that district may also be used for educating the people about UIDAI processes and Aadhaar benefits.
5. Message from District Collector may go to all the departments/ offices/organisations in their district on salient features of Aadhaar, its enrolment process and significance with a request to disseminate it in their internal meetings and further trickle down for subordinate offices.
6. School / college authorities may be instructed for dissemination of information on Aadhaar enrolment process and its importance through assemblies, quizzes, debates, extempores, speech competitions etc.
7. District Collectors may also hold press conference at appropriate occasions on launching the project and at regular intervals to inform the general public and the press in particular about the project, benefits of the UID number, enrolment plan, etc.
8. District/Tehsil level committees should organize:
o Workshops for volunteers, NGOs, SHGs, school teachers, Aanganwadi workers, Government officials for information, dissemination and material distribution among the public.
o Meetings /workshops for resident sensitization at panchayat headquarters before enrolments in that area.
o Miking by Loudspeakers for announcements regarding Aadhaar enrolment details viz date, venue etc 1-2 days before the actual enrolment date in the identified locality.
9. Enrolment at each temporary centre may continue for 5-10 days or even more depending upon the number of enrolment stations set up in each location. Proper strategy should be adopted so that number of people likely to be enrolled in a day be informed/invited for enrolment to avoid crowding and inconvenience to the public.
10. IEC for the UID project will be carried out through different means of communication. Branding through TV, Radio, and Newspapers will be carried out by the State Registrar. Printing of different IEC material like banners, Standee, Hoardings, wall paintings, need based miking etc will be done by the District Registrar/Tehsil level committes.
10.1 Categories of IEC Messages of UID Project:
Following categories have been identified on which IEC may focus.
Salient Features and benefits of UID
1. Aadhaar number valid throughout the nation
2. One Aadhaar one resident
3. Lifelong and Enroll once
4. Financial Inclusion ( Banking)
5. Enrolment is free
6. Aadhaar is for everyone
7. Easier access to services
UID Enrolment process related
1. Enrolment process chart
2. Instructions for operator
3. Instructions for resident
4. List of documents required
5. Date,time & venue
6. Grievance redressal mechanism
7. Correction in demographic details within 92 hours
10.2 Creative/Samples developed by State Registrar:
Creatives/ samples of different types of IEC material like hoarding, poster, banners have been developed by state registrar to facilitate district administration and maintaining uniformity in IEC activities. These creatives/ samples may be downloaded from UID portal (www.aadhaartest.rajasthan.gov.in). Number of variants of different types of IEC material hosted at portals is as below:
1. Creative of Launch Advertisement/Poster-2 no
2. Folder/Leaflet/Brochure- 1 No
3. Creative of Posters-7 nos
4. Creative of Standee-7 nos
5. Creative of Banners-8 nos
6. Creative of Hoarding-8 nos
7. Creative of Backdrop-1 no
8. Creative of Grievance Redressal mechanism-1 no (help line number should be given)
9. Creative of Correction in demographic details Within 92 hours-1 no
10. Creative of Date Time venue-1 no
11. Creative of Instructions for operator-1 no
12. Creative of Instructions for resident -1 no
11 Miscellaneous instructions for District IEC plan:
I. Creative of Posters, Banners, Hoardings, Standees and script of Nukkad Nataks has been provided by State Registrar. District specific information and need based modification/alteration in IEC materials may be carried out by the District Registrar. It may be ensured that message conveyed through the content/basic format supplied by DoIT&C/UIDAI remained after alteration/modification.
II. There should be no change in Logo, Brand name, its tagline (Aama Aadmai ka Adhiqakar) of Aadhaar.
III. District/Tehsil level committee and Enrolment Agency should ensure that IEC activities are implemented at least five day prior to enrolment in order to mobilize the residents of the region. This will enable timely education of residents regarding requirements, process, venue and date of enrolment and minimize crowd management issue during enrolment.
IV. Enrolment Agency will collect the IEC material like Banner, Standee, Poster etc and will use for publicity at the EC. EA should work together with local administration/identified authorities to make IEC activity a success for maximum turnaround of the enrollee from the catchments area.
V. District Registrar has to ensure a dedicated helpline for UID and its number should be given on all IEC material to be used under UID.
VI. Some good photographs/video pertaining to IEC may be shared with State Registrar.
VII. Funds for IEC activities are received from UIDAI in installments. Further release of funds will depend on submission of UCs and allotments from the UIDAI.
VIII. As per UIDAI guideline IEC expenditure should be commensurate with number of successful enrolments, therefore, due diligence be given for IEC related expenses.