Social Campaign Rural
Mazhar Bagasrawala UG-8 GD MIT Institute of Design
Field Research Theur Theur is a large village located in Haveli of Pune district, Maharashtra with total 2018 families residing. The Theur village has population of 9674 of which 5003 are males while 4671 are females as per Population Census 2011. In Theur village population of children with age 0-6 is 1368 which makes up 14.14 % of total population of village. Average Sex Ratio of Theur village is 934 which is higher than Maharashtra state average of 929. Child Sex Ratio for the Theur as per census is 919, higher than Maharashtra average of 894. Theur village has lower literacy rate compared to Maharashtra. In 2011, literacy rate of Theur village was 77.45 % compared to 82.34 % of Maharashtra. In Theur Male literacy stands at 85.24 % while female literacy rate was 69.12 %. As per constitution of India and Panchyati Raaj Act, Theur village is administrated by Sarpanch (Head of Village) who is elected representative of village.
Field Research Theur
Gram Pachayat/ Sarpanch Theur
In & Around Theur
Zila-parishad Primary School (LKG-4th) The village of Theur has 2 formal schools: One primary & one secondary. We visited both during our multiple visits. Both happen to be co-ed. The primary school had an energetic vibe, where the faculty were very helpful and the students livened the atmosphere. The education offered here was of a very high standard, with many interactive learning methods & extra-curricular activities too!
The Space Primary School
Enthusiastic bunch Primary School
Creative side Primary School
Personnel Primary School
Mr. Gaurav Patil
Principal
Faculty
She still manages to smile... Primary School
Chintamani Vidyamandir Secondary School (5th-12th) The village of Theur has 2 formal schools: One primary & one secondary. We visited both during our multiple visits. Both happen to be co-ed. The secondary school has a large campus, truly sufficient for the students it houses. It is well-maintained and the students wear a uniform. Some aspects of this school truly surprised us... From their talented and enterprising art teacher, to the amazing facilities such as a well-stacked library and a sumptuos laboratory. These kids have the means to achieve!
Open Spaces Secondary School
Administration/Facilities Secondary School
Science Laboratory Secondary School
Science Laboratory Secondary School
People Secondary School
“The greater danger for most of us lies not in setting our aim too high and falling short; but in setting our aim too low, and achieving our mark.�
-Michelangelo
Insight Problem Area Students from middle grades and onwards in the secondary school have uncertainties about their future (for a multitude of reasons). This shakes their resolve and doesn’t allow them to freely aspire towards their goals in life. A majority of students quit their studies after the 12th & take up relatively humble career options.
Aspiration? Problem Area Ability to dream & set goals for the future while being inspired in the present to reach those dreams.
Inspiration + Willingness
Objective Problem Area 1. Support the children mentally to pursue their goals. 2. Open up new avenues. 3. Provide reason to aspire & Raise morale. 4. Reassure parents about the value of higher education.
Demographic Target Audience A) Students (9th-12th) Age: 14-18 B) Languages: Marathi(100%), Hindi(75%), English(30%) C) Low Income Group D) Parents mostly literate in Marathi only. E) “ are occupied primarily in Agriculture.
Psycho-analysis Target Audience Rebellious/Stubborn Curious Innocent/Unaware Playful Need a strong incentive to change
Broad Aim Strategy
1 2
EMOTION (Dreams)
PRACTICAL (Real solutions)
Hurdles to Cross Strategy
Awareness
Finance Incentives
Content
Guidance
Plan Strategy
Rural
Urban
1. Find an appropriate organiser for the campaign.
1. Design a website where every student who takes part is a member.
2. Plan an event where stories of successful Indians from humble backgrounds are shared with the students above age 12.
2. Members share their stories/goals on the website for all to see.
3. Get students on board with the organisation and then begin guidance in careers & personal development. 4. Help them earn funding for their higher education/ventures.
3. The well-to-do can fund the students whose dreams they wish to support.
Organiser Akanksha
Organiser Akanksha
Organiser Akanksha
Organiser Akanksha
The Identity? Akanksha Akanksha literally means ‘Aspiration’. The goals of my campaign align with their cause perfectly. With this insight, I decided not to create another entity for the campaign and allow Akanksha to work autonomously.
Success Stories Solutions After some heavy research, I drew up and narrowed down to a list of 5 successful personalities.(with humble backgounds) They are: 1. 2. 3. 4. 5.
APJ Adbdul Kalam: Scientist Dhirubhai Ambani: Businessman Asha Bhosle: Singer Kalpana Chawla: Astronaut Varghese Kurien: Social Entrepreneur
Caricatures Solutions Children have no interest in looking at photo-realistic images of the aged. Hence, a talented friend- Raunak Jangid made caricatures for me in a way that would create more intrigue among the students.
Caricatures Solutions by Raunak Jangid
Posters Solutions
School Billboard Solutions
Event Standees Solutions
Take away T-shirt Solutions
Faculty Guide: Ranjana Dani, Rajendra Thakre
Thank You!