Research Report. Case: MasterPeace India/Pakistan

Research report Case: Masterpeace India/Pakistan

Table of content

2

1. Introduction to the case

4

1.1. Debriefing

4

1.2. Connection to current trends

4

1.3. Restrictions

4

2. Background

4

2.1. BMC

5

2.2. SWOT

5

2.3. MasterPeace India

5

2.4. MasterPeace Pakistan

5

3. Regional context

6

3.1. History

6

3.1.1. Conflicts

6

3.2. Current Issues

6

4. Target group

6

4.1. Quantitative research

6

4.1.1. Demographics

6

4.1.2. Socio-economics

7

4.1.3. Internet

8

4.1.3. Culture

8

4.2. Qualitative research

9

4.2.1. In-depth Interviews

9

4.2.2. Interview findings

9

4.2.3. Behaviour

10

4.2.4. Personas

11

5. Conclusion

13

5.1. Insights

13

6. Sources

14

7. Appendix

17

7.1. Debriefing

17

7.2. Trend Canvas

19

7.3. Business Model Canvas

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7.4. SWOT-analysis

21

7.5. Interviews

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7.5.1. Interview Anubhav Khandpal + Debbie van Wijchen

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7.5.2. Interview Kelash Kumar (MasterPeace Pakistan)

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7.5.3. Interview Renuka Kharagram

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Abstract The report contains the research made by Bureau Unity for a case regarding the local charity organizations of MasterPeace in India and Pakistan. The research contains insights about MasterPeace as an organization, the regional context and the target group and its behaviour.

Based on the research, conclusions are made about how the insights could be converted into a base for the conceptualization process of the case, and how they best could be implemented. There are several insights regarding the target group, the cultural context and the conflict itself that are identified and valued.

The importance of each insight is analyzed and taken into account for the future conceptualizing process. Finally, the insights are summarized to serve as a base on how to best capitalize on them.

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1. Introduction to the case 1.1. Debriefing The debriefing (see appendix, 7.1.) was compiled partly after the client meeting at MasterPeace’s Utrecht office, and further developed following the communication with Kelash Kumar, the leader of MasterPeace Karachi. The debriefing showed how the main goal of this MasterPeace campaign, on a global level, was to increase the awareness of the MasterPeacers themselves. The local initiatives taken should be shown to the rest of the world.

The task at hand is to create a campaign that focuses on the local peacebuilding process of MasterPeace clubs in India and Pakistan. The campaign should showcase what a MasterPeacer does, and inspire others to join.

The complete debriefing can be seen in the appendix, but one majorly important note regarding the project is, since MasterPeace is a non-profit organization, the budget is non-existent in the traditional term. The way MasterPeace works is by attracting contributors who use their talents rather than their money to support the cause. Therefore, the campaign must be applicable to a process where people are getting involved rather than offering financial support, and a list of potential contributors must be created.

1.2. Connection to current trends As with every communication project, it is of vital importance to realize which current trends are affecting the project and the target group. There are many things affecting how communication is perceived by the target audience, and how best to adjust the concept. We have identified a few component that affect how the trend of philanthropy and charity will connect to the project.

The world is getting larger; populations are growing and innovations are expanding every industry imaginable. However, with the aid of the ever on-going trend of technical growth, the population of planet earth are also getting closer together. This globalization opens up for quite a few phenomena, one of them being a change in how we as a people relate to each other, feel empathy and identify ourselves.

Without globalization, there would be no global charity organizations. In our current society, it is getting more and more common to feel a sense of solidarity towards all humans, as opposed to only feeling empathy for a specific, personally relatable group. As it relates to a customer’s need of self-improvement and inner goodwill, global philanthropy is to be considered a macro trend (TrendSetGo, 2014). The trend imbues a certain, larger sense of community and togetherness and supports the growth of a socio-political climate where acts of kindness can inspire others to follow.

Our trend canvas (see appendix, 7.2.) presents an overview of MasterPeace Pakistan and India’s relation to the global philanthropy trend it takes in account the context of the two countries, the target group and how this could be capitalized on.

1.3. Restrictions In the plan of action we mentioned that we would make a Scenario Business Case as one of our professional products. It turns out that a Scenario Business Case isn’t as helpful for our campaign as we would have thought in the beginning of the process. This is why we decided that we should spent our time on more urgent matters.

2. Background MasterPeace is a non-profit organization founded in the Netherlands in 2009. The MasterPeace-concept is based on involving the population in constructive, creative activities rather than giving purely financial- or humanitarian support. They help socially aware, ambitious locals to create a thing they call MasterPeace clubs. These clubs act independently and work to help their respective local communities 4

and work towards peace in areas of conflict. Since the start-up, MasterPeace has spread to 42 countries, with 55 individual clubs operating.

2.1. BMC To get the essential overview of the organization, we have compiled a Business Model Canvas (see appendix, 7.3.). The canvas is a summary of MasterPeace as an organization, with details on how they work, what they do and what their target group looks like.

Master Peace initiates and organizes local and international peace campaigns and events that inspire as many people and businesses to join in and help build. They do this in co-creation with musicians, artists, journalists, cities, companies. The target group is quite specific about their values. Currently it is focused on people from India/Pakistan, Mexico and Latin America and Eastern Europe that are interested in visiting events focusing on music, art, dialogue and sports. MasterPeace aims on inspiring young leaders who are tech savvy with a feeling for new media or a wish to create such a feeling.

2.2. SWOT We are using a SWOT-analysis (see appendix, 7.4.) to identify MasterPeace’ organizational strengths and weaknesses. We want to know which gaps we can fill by opportunities and trends that are currently happening in the industry and of course, we have to take account of the threats that can interfere in this process.

MasterPeace is unique in its concept. The founders describe it as the ‘first marketplace’ that offers initiatives for cultural world peace. It is seen as an exciting community of social entrepreneurs, volunteers, bloggers, musicians, businesses and other active citizens who connect and work together to fuel peacebuilding and intercultural understanding. They combine global thinking with local acting and local leadership, to obtain the best possible impact for communities.

If we’re looking at threats, there are currently a couple ones we have to take into account, such as linguistic- or religious barriers, but also the fact that Internet access is still limited.

When it comes to opportunities, on the other hand, the city where the local MasterPeace India club is located was named the best city to do business in India by the World Bank (Raa Properties, 2014). This tells us that Bhubaneswar is a city that is developing at a high rate and thrives on entrepreneurship, a perfect opportunity to raise donations. That is, of course if we make people aware of what MasterPeace can mean to them by creating high brand awareness. When it comes to Karachi, the city being the largest in Pakistan surely creates an opportunity for MasterPeace to show off itself. This combined with the fact that both Pakistan and India are two up-and-coming nations when it comes to technical growth creates a strong basis of which to develop MasterPeace’s presence in the region in the future.

2.3. MasterPeace India The MasterPeace India-club is based in the city of Bhubaneswar in Odisha. They have been active throughout the entire country, arranging events on the International Day of Peace and hosting mediating programs in different regions.

2.4. MasterPeace Pakistan There are two MasterPeace clubs in Pakistan - one in Islamabad and one in Karachi. Because of MasterPeace Karachi, 15.000 schools have celebrated the International Day of Peace and 58 schools have been trained to incorporate a Peace Curriculum in their education.

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3. Regional context 3.1. History Back in the first half of the 20th century, India and Pakistan were still colonies of the British Empire.

With the partition of the British Indian Empire in 1947, the countries of India, Pakistan and current-day Bangladesh (formerly known as “East Pakistan”) were formed. (Kahn, 2007) The reasoning behind the split was that the religious differences in the region would cause a lot of issues if bundled together in the same nation. However, as often is the case when colonial powers take upon themselves to divide nations, conflicts followed.

3.1.1. Conflicts Since the declaration of independence of the two countries, there have been a number of wars and conflicts. Most notable are the conflicts regarding the Kashmir region, of which parts are administered by India, Pakistan and China. There have since been three Indo-Pakistani wars in the region, with thousands of casualties. (“A brief history of”, 2001) There has since been a lot of bad blood between Pakistan and India, with both sides accusing the other of

3.2. Current Issues Both countries are having internal issues of their own. Human Rights Watch (2015a, 2015,b) report on how both countries are having problems with women’s rights, oppression of religious minorities, violence and restrictions of free speech. Additionally, Pakistan was hit by a devastating earthquake this year, which they are still recovering from (BBC News, 2015).

4. Target group Since both Pakistan and India have an enormous number of inhabitants, the target group of this campaign is hard to define. Throughout the research, a conclusion has been made that the primary target group is composed of young, educated people with high empathic ability and social awareness. To reinforce this reasoning above, both quantitative and qualitative research has been conducted. The quantitative research takes the form of desk research while the qualitative research contains in-depth interviews, personas and the usage of theoretical behaviour models.

4.1. Quantitative research 4.1.1. Demographics 28% of India’s population is comprised by youths.

This makes it the biggest youth population in the world at a number of 356 million people (“India has world’s largest”, 2014). Statistic shows that India could very well become the youngest country in the world by 2020, with 64% of its population in the working age group (Girija Shivakumar, 2013).

In the city of Bhubaneswar, where the local MasterPeace India club is located, over 885.000 people are currently living (Census 2011, 2011). The city was named the best city to do business in India by the World Bank (Raa Properties, 2014). This tells us that Bhubaneswar is a city that is developing at a high rate and thrives on entrepreneurship.

While English spoken by approximately 125 million 6

Population pyramid of India (Populationpyramid, 2010a)

people and is considered to be an official language in India, less than 230.000 people speak it as their native tongue (“Indiaspeak”, 2010). Even though Hindi is the most prominent language, India is one of the most linguistically diverse nations in the world, with over 122 languages spoken by at least 10.000 people (Census of India, 2001). In the region of Odisha, where Bhubaneswar is the regional capital, the Odia language is the most dominant, with 80% of the population using it as their first language (Census of India, 2002).

Like India, Pakistan has large youth population, with 43% of the population being aged 15 or less (Pakistan Bureau of Statistics, 2015a). There are currently two MasterPeace clubs in the country. One in the largest city Karachi with its 9,3 million inhabitants, the other one is situated in the capital Islamabad, home to 559.000 people. Noteworthy is the fact that Islamabad is the fastest growing major city in Pakistan, with an annual population growth rate of 5,76% (Pakistan Bureau of Statistics, 2015b).

There are five major languages in Pakistan, with Punjabi being the most common one, spoken by 44% of the Pakistani population.

There are, however, huge regional differences.

In the Islamabad region, the amount of native Punjabi speakers is as high as 77%, but in the Sindh region, where Karachi is located, Punjabi Population pyramid of Pakistan fluency is down to 7%. The mother tongue of (Populationpyramid, 2010b) Sindh is the Sindhi language, spoken by approximately 60% of the population. Furthermore, there is a notable difference in what kind of areas the respective languages are spoken in the Sindh region. In rural areas, Sindhi is spoken by 92% of the population, but only by 11% in the urban areas. In the urban areas of Sindh, such as Karachi, the language Urdu is actually the most prominent, being held as the mother tongue of 48% of the local population (Pakistan Bureau of Statistics, 2015c). It is well worth to note that English is the main language used for business in Pakistan, and that approximately 50% of the population have moderate knowledge of the language. However, the language is mostly preserved for the higher social classes, with English-speaking Pakistanis having almost a 6 times higher average starting salary than those who don’t speak it (Euromonitor, 2010).

4.1.2. Socio-economics India as a country is in the lower middle-income group with a GNI per capita PPP of $ 5.640 (World Bank1, 2015). Pakistan is also in the lower middle-income group with a GNI per capita PPP of $ 5.110 (World Bank1, 2015). For comparison: The Dutch GNI per capita PPP is $ 43.210 (World Bank1, 2015).

This means that India and Pakistan both struggle with poverty. The last statistics posted about India’s poverty rate says that India has a poverty rate of 21.9% (World Bank2, 2012). While the richest 10% of India cover 30% of the national income share, showing there’s a major division in income (World Bank3, 2012). Where in Pakistan this number is slightly lower on 25,6% (World Bank3, 2012). The richest 10% still hold on to one fourth of the national income share; which means there is still a major division in income. Rich people are really rich and poor people are really poor.

India has the third largest higher education system of the world, counting over eleven thousand higher education institutions (Government of India, 2014). In 2014 India had a higher education count of almost 30 million people, counting more than 16 million men and over 13 million women (Government of India, 2014). Popular degrees for 2014 in India are the Bachelor of Arts (32.55% of total degrees given), Bachelor of Commerce (11,42%) and the Bachelor of Science (11,17%). These three cover more than 7

half of all degrees in India for 2014.

Meanwhile, only 15,3% of the Pakistan government has a higher education, while 53,3 % is an illiterate who has never attended school (Government of Pakistan, 2015). More than half of the population never attended school and therefore can’t read. It’s safe to say that studying is for the lucky few in Pakistan.

4.1.3. Internet As far as Internet access goes, it is clear that both countries are in the development stage. Of the 1.285 billion inhabitants in 2015, 350 million have access to the internet in India. That is 27% of the population. The number of users is growing every year. The first six month of 2015 the internet had 52 million users more than 2014 (‘’Internet user base,’’ 2015). Of all of the 350 Internet users, 159 million people uses mobile devices. That is 45% of the users (Kemp, S, 2015). Despite its relatively low percentage of users, India is number three worldwide when it comes to numbers, with the largest Internet user base.

(Harshith, M, 2015).

When it comes to Pakistan, the Internet penetration is lower - a mere 16%. However, it is one of the largest growing industries in the country. The statistics are abit outdated, and one can presume that the numbers have risen quite a lot, seeing as the the number of Internet users doubled in the year 20112013. (“30m Internet users…”, 2013) A study conducted in the Indian state of Maharashtra (Acharya et al., 2010) surveyed the youth in the area about their pro-social ideals, which showed that these youths had next to no issues with socially mixing with persons of another social caste or religion. A majority of the participants portrayed a large dose of social awareness, and notably, most of them were feeling dissatisfied with the current political situation of India.

In Pakistan, a study was conducted with participants from Lahore University, aged 18-26. The study shows how the educated youth of Pakistan feel regarding the socio-political situation of their country.

Over 78% of the participants defined their level of satisfaction with the current government as “not satisfied at all”, and the same percentage of the participants explained how they felt the solution to the problems of Pakistan should be solved in a democratic, non-violent manner. (Ahmad & Sheikh, 2013) A majority of the Pakistani students confirmed that they had access to the Internet from their personal laptops, and the survey showed how the political participation of the participators was mainly conducted via social media. Likewise, the educated youth of India make up the majority of social media users in the country. (Ahmad & Sheikh, 2013; Kemp, 2015) This shows that the younger generation is, apart from being reachable through our primary mean of media (being the MasterPeace website), also receptive of our message of togetherness and change.

4.1.3. Culture The main cultural difference between India and Pakistan is their religious beliefs. In India the biggest part of the population is 80,5% is Hindu whereas in Pakistan almost all the residents (96%) are Muslim.

(NationMaster, 2014) Both religions have different beliefs and this creates tension within the population.

It becomes clear, however, that the similarities overshadow the differences.

Family is one of the most important things in life for Indian people. Respect to their parents is taken seriously and is different from the western world. Maintaining a strong bond with family and relatives is an important value. Being hospitable to everyone who visits your home. It’s normal in this culture to take advice from elders when an important decision has to be made. (Iloveindia, 2015) Similar to India, family is very important and goes beyond work and social lives. They believe family is the basis of social structure. A result Is that people are respected by their position. Older people are seen as wise and younger people have to respect them. They will always have priority, this can be in regards to food, introductions etc. (Kwintessential, N.D.) 8

Pakistan has a proud history of charity and philanthropy. Despite its relatively low GDP per capita, the Pakistani people are very prone to helping out people in need, whether it is through financial means or other. The country is ranked the 8th most philanthropic country in the world when it comes to number of people helping a stranger, and 6th country in number of people donating money (Charities Aid Foundation, 2014). Throughout Pakistan, there are also 45.000 non-profit organisations operating, employing over 300.000 people (Pickering, 2014).

Pakistani public listed companies donated an equivalent of 41,7 million Euros in 2013 to different charity causes (Pakistan Center for Philanthropy, 2013). There is no publicly available number of total money donated by the Pakistani people, but the executive director of the Pakistan Center for Philanthropy, Anjum R. Haque, stated in 2010 that the estimated annual number was 140 billion Pakistani Rupees, an equivalent of over 1.2 billion Euros (“Philanthropy doubles”, 2010).

Helping others seems to be deeply rooted in the Pakistani cultural identity, and Pakistanis seem to take great pride in this. (Najeeb, 2011; “13 NGOs”, 2015) These types of insights regarding lifestyles and identity could be implemented into the concepts and work as a foundation for the regional communication guide.

4.2. Qualitative research 4.2.1. In-depth Interviews Several in-depth interviews were conducted, using different means. The geographical distance between the project team and the people affected results in the interviews being conducted through digital ways and not, as would be desirable, face-to-face. Some interviews were conducted via Skype-calls, others through mail. The interviewees were selected based on their personal experiences with Indian and Pakistani culture. When it comes to Pakistan, a interview with MasterPeace Karachi leader Kelash Kumar was conducted, seeing as we could think of no one with better insights on the conflict that someone who actually works with it. To compensate, the Indian interviewees were larger in number, and were mostly asked about the cultural aspects of India. The questionnaires used for the interviews can be found in the appendix (see 7.5.).

4.2.2. Interview findings The most important things that we’ve learned from the interviews are stated below.

The people of India and Pakistan actually don’t hold any grudges or prejudices against each other. They actually like that they share some sort of history with each other. One of the other main reasons for this is that the younger generations of Pakistan and India are more open minded. They don’t always follow a religion and when they do they don’t feel like their religion is better than another one. People have respect for the choices that other people make regarding religion and they think that everyone should be able to belief in what they want to belief in. The interviewees believe that there are no more religion based conflicts in any of the countries.

What is also very important is that these people all feel like the current political and governmental situation is something that has to be changed. The two countries have a lot in common: There is a lot of corruption, a failing legal system and all bureaucratic issues take forever to resolve (getting a new driver’s licence could take up to 4 days). But most of all the interviewees feel like the conflict between India and Pakistan is one of their governments, not the people. One of the interviewees even claims that: “The conflict is an agenda of super powers. They want to market their weapons and India and Pakistan are one of the best buyers. If the problem were solved their weapon industries would go bankrupt and they can’t let that happen.” That’s a huge claim but it shows that the people really are sick and tired of the behaviour of the governments and the conflict. That is also why all interviewees stated that it would never work to involve the government if you want to build peace.

But the government is not the only thing they don’t trust. Because of the high dividation of wealth in 9

both India and Pakistan you can find a lot of charities in both countries. But most of these charities get questioned by the population because even in these organizations you’ll still find a lot of corruption. So in order to get people involved, MasterPeace will have to show that it’s a genuine organization.

4.2.3. Behaviour To be able to effectively activate the target group, there needs to exist an extensive understanding on the group’s behavioural context. As the goal is to engage people in the peacebuilding activity, the potential behavioural barriers must be identified as to be overcome.

The perceived behaviour of India to Pakistanis (and vice versa) is negative, on a basic level, with large groups of the population believing that each other’s countries to be the biggest threat to their own.

(Pew Research Center, 2011) However, there seems to be a strong will, especially amongst young people, to be more open-minded towards each other and highlighting the positives over the negatives. People perceive the conflict as something governmental, not individual. Online, large discussion groups discuss their positive experience with people of Pakistan and India respectively. (Quora, n.d.1; Quora, n.d.2) Using the Fogg Behaviour Model (Fogg, 2015), the primary factors that hinder MasterPeace India & MasterPeace Pakistan from successfully engaging people in their region at the wanted rate.

The model uses two factors to identify the behavioural barrier of a certain group: Motivation and ability. To trigger the target group to do the desired action, in this case contributing to MasterPeace’s peacebuilding process, both factors must be present.

We have identified two different behavioural schemes connected to the target group, as shown in the figure by Target group1 and Target group2.

Note that the two schemes are not actually two different groups, but rather represent the different views the target group might have towards the conflict and their own capabilities. While the underlying problem basically is the same, the two schemes show two separate perspectives and possible solutions. The dotted lines and arrows represent the action needed to put the target group across the action line, into a position where they both have motivation and ability.

Target group1 have grown sick of the conflict between Pakistan and India, and want to see a change. This is proven by the fact that studies show a majority in both countries wanting to resolve the conflict by negotiation and put high emphasis on resolving the Kashmir dispute (Pew Research Center, 2011). They are determined to do something about it, hence the high motivation. However, “making peace” is such a huge task, and these people believe they don’t have the ability to do anything about it. By making the goal concrete and showing how small actions can build peace, the group will gain the ability to actually do something specific with th­eir motivation.

Target gro­­up2, on the other hand, feel powerless in the presence of the conflict. They have the view that, since peace is such an abstract and massive goal, there is nothing they can do to reach it. When a goal seems insurmountable, there is no motivation to try it. However, seeing as the actual individual actions one has to take in order to help in the peacebuilding process are really small, the group has every capability to do so, hence the high ability. They just might not know it yet. If the target group can be shown that they are indeed capable, their motivation will rise.

The schemes are, as shown, addressing the same issue, but in a simplified model like this, they both 10

provide different perspectives on how the problem can be solved, which comes down to one thing: Showing the target group, by making the objectives tangible, clear and realistic, that they indeed are capable of doing something concrete to help the peacebuilding process.

We have chosen to focus on Target group1, seeing as the objective is far clearer. When it comes down to it, people who are highly motivated are already receptive to communication that speaks to their will to take action. Because we already know that the target group has the ability to act, even though they might not know it themselves, all we need to do is show them.

4.2.4. Personas Rahul (m)

IT Bhubaneswar, India 26 years old Rahul works as an IT guy in Bhubaneswar, creating websites for big companies from all over the world.

Before he got this job he studied at the Indian Institute of Science in Bangalore.

Rahul is an open-minded person and an atheist. He doesn’t really need religion because he holds on to the values he got from the Indian culture and his parents. It’s because of these values that Rahul feels things like philanthropy are very important and why he cares very much for his family. While Rahul himself is not a religious person he doesn’t mind others practising their religious beliefs, he beliefs that everyone is free to do and practice what he or she wants.

Rahul thinks it’s more important that you share your ideas and learn from the ideas of others. That’s one of the reasons Rahul is disappointed in the current government and the political situation in India. They won’t listen to the people and they don’t want to solve anything. Rahul feels that the conflict between Pakistan and India is a conflict of governments not of people; he doesn’t feel any resentment towards Pakistanis.

Because of that Rahul wants to show the government and the people around him that there are other better ways to solve conflicts. Peaceful ways. That’s why Rahul wants to spread the word that there is no conflict among the people of both countries, there’s only one problem. He doesn’t know how his single voice is going to change the whole world around him. How will he make the government listen on his own?

Noor (f)

Student Karachi, Pakistan 24 years old Noor is a journalist student from Karachi, she started studying journalism because she wants to tell the stories of people being disadvantaged by the government. She feels this happens a lot, due to corruption and bad leadership. “I’m quite negative towards the government. Recently, a girl was raped in the bus, and the government doesn’t interfere or do anything about it. Many human rights are violated and the government is corrupt. Even the police gets bribed.”

Noor’s family teached her that people should value philanthropy above anything else. That’s why she wants to help these people. She feels like she has to, but sometimes wonders how she can help. Writing stories only gets you so far. She wants the people around her and maybe even the government to see that there are good peaceful ways to solve conflicts. Because of her study she has to interview a lot of people, the one thing she learned from all these interviews is that sharing and learning from other people’s ideas is the most important thing you can do. It can enlighten you.

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The main problem that Noor wants to highlight in her stories lately is the misbeliefs around the conflict between India and Pakistan. Noor always felt like it was a conflict between the government of both countries; not the people. But lately she found at through some of her interviews that a lot of people share this idea. Noor never felt any hatred or grudges against Indian people, hindu’s or whatever other groups people get divided into. Now that she knows that a lot of people share these thoughts, Noor wants a change. But how is she going to solve this enormous problem on her own?

We could write twenty personas more as is shown above to really show the diversity of the target group. People from different age groups, socio-economic backgrounds, environments and education backgrounds all share the values that Noor and Rahul have.

Values they share: • Philanthropy • Highly motivated to help people around them and solve conflicts • Dissatisfied with current political and governmental situation • Respectful • Family is important • Generous • Modest What other persona’s could look like (sharing the same values as Noor and Rahul): Aarav Lawyer New Dehli, India Vihaan Transgender activist Islamabad, Pakistan Mohammed Maderessah student Hyderabad, Pakistan Aditya Theatre actor Mumbai, India Sai NGO-worker Pesjawar, Pakistan Lakshmi CBO Rawalpindi, India Aaradhya Scout Quetta, Pakistan Riya Disability support worker Calcutta, India Prisha 12

Philosopher Madras, India Vanya Artist Multan, Pakistan Ishaan University Teacher Lahore, Pakistan Avi Religious Scholar Haiderabad, Pakistan

5. Conclusion To summarize the research report, a list of major insights has been put together. These insights will be the primary starting points on which the conceptualizing is based. To sum it up, an advice report will be presented to cover the revised problem definition and potential solutions.

5.1. Insights Throughout the report, several interesting conclusion regarding the conflict and the target group can be made. Firstly, the insight that the conflict is perceived as a governmental issue rather than a conflict between the people of the two countries is essential. This shows that the problem to be solved is not based on the population’s awareness of their neighbouring country, but rather on showing constructive, creative ways to connect the populations. While there still seems to be some resentment between the nations, the Pakistani and Indian people are sick and tired of the conflict of their governments.

The insight about the conflict is further emphasized by the fact of how the youth of the two countries are open-minded and willing to make a change. The large, young population of both countries makes for a good basis of a target group. The motivation for change is high, which leads to the conclusion that the target group needs to be shown how they can help rather than motivating them.

We found out that language can be a big problem for our campaign. There are five major languages in Pakistan, with Punjabi being the most common one, spoken by 44% of the Pakistani population. India is one of the most linguistically diverse nations of the world. English and Hindi are one of the more prominent languages. Using english subtitles is one the most common things to solve the language issue in both countries.

Lastly, the research shows the importance and impact of culture in Pakistan and India. Both countries have strong bonds to their history, and show a large amount of pride towards it. Values like family, community and philanthropy are deeply rooted into their culture, and could therefore be used with great effect in the concepts.

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6. Sources 13 NGOs and Charity Trusts that Have Made Pakistanis Proud Worldwide. (2015). Shughal. Retrieved 2015-10-26, from http://www.shughal.com/13-ngos-charity-trusts-made-pakistan-proud-worldwide/ 30m internet users in Pakistan, half on mobile: Report. (2013). The Express Tribune. Retrieved 2015-1028, from http://tribune.com.pk/story/567649/30m-internet-users-in-pakistan-half-on-mobile-report/ A Brief History of the Kashmir Conflict. (2001). The Telegraph. Retrieved 2015-10-29, from http://www.telegraph.co.uk/news/1399992/A-brief-history-of-the-Kashmir-conflict.html BBC News. (2015). Afghanistan-Pakistan earthquake leaves hundreds dead. Retrieved 2015-10-28, from http://www.bbc.com/news/world-asia-34636269 Census 2011. (2011) Bhubaneswar (Bhubaneswar Town) City Census 2011 data. Retrieved 2015-10-21, from http://www.census2011.co.in/census/city/270-bhubaneswar.html Census of India. (2001). Census data 2001. Retrieved 2015-10-21, from http://www.censusindia.gov.in/Census_Data_2001/Census_Data_Online/Language/gen_note.html Census of India. (2002). Linguistic Survey of India Orissa. Retrieved 2015-10-21, from http://www.censusindia.gov.in/2011-documents/lsi/ling_Orissa.html Charities Aid Foundation. (2014). World Giving Index 2014. Retrieved 2015-10-26, from https://www.cafonline.org/docs/default-source/about-us-publications/caf_wgi2014_report_1555awebfinal.pdf Euromonitor. (2010). The Benefits of the English Language for Individuals and Societies: Quantitative Indicators from Cameroon, Nigeria, Rwanda, Bangladesh and Pakistan. Retrieved 2015-10-21, from http://www.teachingenglish.org.uk/sites/teacheng/files/Euromonitor%20Report%20A4.pdf Fogg, B.J. (2015). BJ Fogg’s Behaviour Model. Retrieved 2015-10-23, from http://www.behaviormodel.org/ Girija Shivakumar. (2013). India is set to become the youngest country by 2020. The Hindu.

Retrieved 2015-10-21, from http://www.thehindu.com/news/national/india-is-set-to-become-the-youngest-country-by-2020/article4624347.ece Government of India (2014). Educational Statistics at a glance.. Retrieved 2015-10-21, from http://mhrd. gov.in/sites/upload_files/mhrd/files/statistics/EAG2014.pdf Government of Pakistan (2015). PERCENTAGE DISTRIBUTION OF POPULATION BY AGE, SEX, LITERACY AND LEVEL OF EDUCATION 2013-14. Retrieved 2015-10-21, from http://www.pbs.gov.pk/sites/default/files// pslm/publications/pslm2013_14/A%20report%2013-14%28%2012-05-15%29_FInal_0.pdf Harshith, M. (2015). With 3rd largest smartphone market in the world, India to reach 314 million mobile internet users by 2017. Retrieved 2015-10-25, from http://yourstory.com/2015/07/mobile-internet-report-2015/ Human Rights Watch. (2015a). World Report 2015: India. Retrieved 2015-10-28, from https://www.hrw.org/world-report/2015/country-chapters/india 14

Human Rights Watch. (2015b). World Report 2015: Pakistan. Retrieved 2015-10-28, from https://www.hrw.org/world-report/2015/country-chapters/pakistan India has world’s largest youth population: UN Report. (2014). The Economic Times. Retrieved 2015-1021, from http://articles.economictimes.indiatimes.com/2014-11-18/news/56221890_1_demographic-dividend-youth-population-osotimehin Indiaspeak: English is our 2nd language. (2010). The Times of India. Retrieved 2015-10-21, from http://timesofindia.indiatimes.com/india/Indiaspeak-English-is-our-2nd-language/articleshow/5680962.cms?referral=PM Internet user base crosses 350 million. (2015). Times of India. Retrieved 2015-10-25, from http://timesofindia.indiatimes.com/tech/tech-news/Indias-internet-user-base-crosses-350-million-IAMAI/articleshow/48773098.cms Kahn, Y. (2007). The Great Partition: The Making of India and Pakistan. New Haven, CT: Yale University Press.

Kemp, S. (2015). Digital, Social & Mobile in India 2015. Retrieved 2015-10-25, from http://wearesocial. net/blog/2015/08/digital-social-mobile-india-2015/ Najeed, F. (2011). A charitable nation we are. The Express Tribune. Retrieved 2015-20-25, from http://blogs.tribune.com.pk/story/6317/a-charitable-nation-we-are/ Pakistan Bureau of Statistics. (2015a). Population by selective age groups. Retrieved 2015-10-21, from http://www.pbs.gov.pk/sites/default/files//tables/POPULATION%20BY%20SELECTIVE%20AGE%20 GROUPS.pdf Pakistan Bureau of Statistics. (2015b). Population size and growth of major cities. Retrieved 2015-10-21, from http://www.pbs.gov.pk/sites/default/files//tables/POPULATION%20SIZE%20AND%20GROWTH%20 OF%20MAJOR%20CITIES.pdf Pakistan Bureau of Statistics. (2015c). Population by mother tongue. Retrieved 2015-10-21, from http://www.pbs.gov.pk/sites/default/files//tables/POPULATION%20BY%20MOTHER%20TONGUE.pdf Pakistan Center for Philanthropy. (2013). Corporate Philanthropy in Pakistan. Retrieved 2015-10-26, from http://www.pcp.org.pk/webadmin/assets/publications/1433405508.pdf Pew Research Center. (2011). How Pakistanis and Indians View each Other. In U.S. Image in Pakistan Falls No Further Following bin Laden Killing. Retrieved 2015-10-23, from http://www.pewglobal.org/2011/06/21/chapter-6-how-pakistanis-and-indians-view-each-other Philanthropy doubles to RS140b. (2010). The Express Tribune. Retrieved 2015-10-26, from http://tribune.com.pk/story/18318/philanthropy-doubles-to-rs140b/ Pickering, A. (2014). Pakistanis should be proud of their charitable culture, but not complacent. Future World Giving. Retrieved 2015-10-26, from http://futureworldgiving.org/2014/02/19/pakistanis-should-be-proud-of-their-charitable-culture-but-not-complacent-2/ Populationpyramid. (2010a). Population pyramid of India. Retrieved 2015-10-21, from http://populationpyramid.net/india/ Populationpyramid. (2010b). Population pyramid of Pakistan. Retrieved 2015-10-21, from http://populationpyramid.net/pakistan/ 15

Raa Properties. (2014). World Bank report ranks Odisha’s Bhubaneswar as best place to do business in India.

Retrieved 2015-10-21, from http://raaproperties.in/world-bank-report-ranks-odishas-bhubaneswar-as-best-place-to-do-businessin-india/ TrendSetGo. (2014). Trend Pyramids. Retrieved 2015-10-28, from http://trendsetgo.bekijknu.nl/p/trend-pyramids-55193 World Bank1 (2015). GNP per capita PPP (current international $). Retrieved on 21 October 2015, from http:// databank.worldbank.org/data/reports.aspx?source=2&type=metadata&series=NY.GNP.PCAP.PP.CD# World Bank2 (2012). Poverty headcount ratio at national poverty lines (% of population). Retrieved on 21 October 2015, from http://data.worldbank.org/indicator/SI.POV.NAHC/countries/IN-PK?display=graph World Bank3 (2012). Income share held by highest 10%. Retrieved on 21 October 2015, from http://data. worldbank.org/indicator/SI.DST.10TH.10/countries/IN-PK?display=graph Quora. (n.d.1). What do Pakistanis think of Indians? Retrieved 2015-10-23, from https://www.quora.com/What-do-Pakistanis-think-of-Indians-4/ Quora. (n.d.2). What do young Indians think of Pakistanis? Retrieved 2015-10-23, from https://www.quora.com/What-do-young-Indians-think-of-Pakistanis/

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7. Appendix 7.1. Debriefing Motivation MasterPeace is a rapidly growing community spread across the world. Their main goal is peace-building and growing intercultural understanding. To do so they make use of an impartial and open organization structure, combining global thinking with local acting. On local level MasterPeace has different clubs, whose members (peace activists) work everyday to to connect people. The efforts and activities of these peace activists deserve it to be seen by everyone.

Problem MasterPeace has a communication problem. MasterPeace wants their target group to know that they have local initiatives who organize activities who connect and work together to fuel peace-building and intercultural understanding.

Task Masterpeace wants a new communication campaign to raise awareness and trigger involvement. Awareness of what Masterpeace is and that the Masterpeace clubs exist, as well as awareness of what they both do. After seeing the campaign the target group should want to participate in building peace and growing intercultural understanding, the campaign needs to trigger involvement (call to action).

Brand platform MasterPeace wants to inspire everyone to use his or her talent and energy for building peace and togetherness. This will lead to a more sustainable world with less armed conflict. A long term vision is to let MasterPeace become a real, independent movement, where the MasterPeacers work together independently.

Communication goal Give the MasterPeace clubs a way to inspire the local target group to use their talent and energy for building peace and togetherness, engaging people to join their local MasterPeace clubs.

Target group People in India and Pakistan with interests in social activism and a strong sense of community. They are young activists with internet access, and want to help create a better situation for their local communities.

Barriers Previous campaign has been seen as a bit vague by a lot of people. As has the entire concept of MasterPeace. The concept must be made accessible enough for the target group. There’s a distinct cultural barrier for our project group to overcome. We need to dive into the societal-, cultural and political climate of India and Pakistan to be able to create a campaign that we with confidence can say will work.

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Message/proposition The campaign should continue on the same path as the ”Be a Nelson”-campaign, and show people that by starting out small, everyone can help to make the world a better place.

Supporting evidence MasterPeace has shown an ability to engage a large number of people, as with the MasterPeace playlist campaign for the International Day of Peace, which directly involved 200.000 people and had an estimated reach of millions. This shows that the concept is something that moves and inspires many.

Tone of voice The tone of voice should go along with the MasterPeace passion statement, be inspiring, including and hopeful. Soft power is something they use for all their campaigns, and it should be something that comes back in this communication campaign.

Media mix The main media used to communicate to the public is the MasterPeace website, and therefore the campaign should be made in a format that suits it.

Budget As MasterPeace is a non-profit organisation, the project will have to deal with the fact that the ”budget”, in traditional terms, is non-existent. We must cope with the idea that all resources must be donated by or provided by external actors without economic compensation.

Parameters The communication campaign should be, in some way, accessible through the internet.

It’s preferred for the campaign to have a programming/IT-angle, but other than that, MasterPeace gives total freedom, limited only by our creativity.

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7.2. Trend Canvas

-

Company:

-

Drivers of change - The government is holding back information from the citizenry - Higher percentage of Internet access - The growth of social media

Non-profit companies Unicef Amnesty International Peace Child International

Inspiration

- History of oppression and war in the region.

- Conflicts between the Pakistani and Indian government.

Masterpeace

Basic Needs Self-inprovement Connection Identity Fairness Peace Social interaction

Emerging consumer expectations - New innovative ways to help - Do great things with little

- More connections with persons that share the same ideals - Building peace

Other non-profit companies that will use their power to help other people and countries.

They want to create peace for everyone and make a better place for the citizens.

Trend:

Philanthropy

Visualizing how little effort it takes to help

Innovation(s)

Innovation potential

- Arrange new events

- Promote the funding

- Create campaign for peace.

- Make it easy for people to help.

Who

- Men and Women who like to do something about the problems in the world in stead of only donating money.

- Help people who do not know how to create peace on their own.

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7.3. Business Model Canvas

Organising concert

Key activities

War Child

Key partners

business model canvas Master Peace initiates and organizes local and

IDNT

international peace campaigns and

Developing annual campaign

Tribe of noise Mayor of Peace CMJ NCDO Movies that matter Samhout We want Peace PCDN Lloydhotel Dawn elder management Cartoonmovement Internationaal radio festival Soldaat van Oranje Sunset Marquis Ministery of foreign affairs of

Value proposition

Co-creation Clubs

Customer relations

culture events such as young entrepeneurs and

Intercultural people that are interested in art and

Customer segments Creating a peaceful world by channeling events

Ticketsystem Donations/support

Artists Socially aware companies

activists.

organised by intercultural people

Co-creation Togetherness

Volunteers that value world peace

Creating communities

Making the world a better place

Ticketsale (sponsor)

Triodos Foundation (sponsor) Pax Nationale postcode loterij (sponsor)

companies.

Musicians, artists, journalists, cities,

Channels

Social involvement Creating grass-root creativity Helping people in need Talent and energy Positivity Autonomy Walk your talk

V Fonds that invest in peace (sponsor) Corio (sponsor)

Website Facebook Youtube Clubs Events International Peace day

Cordaid (sponsor)

Yearly campaign International peace day Headquarters Volunteers Board of executives Locations for events

Key recources

Merchandising development

Supporting clubs

website

Developing and maintaining

Marketing and sales

Organising national peace day

-events that inspire as many people and businesses to join in and help build. They do this in co-creation with musicians, artists, journalists, cities, companies.

The target group is quite specific about their values. Currently it is focussed on people from India/Pakistan, Mexico and Latin America and

the Netherlands Radropmusic.com

KPMG Wefilm

Eastern Europe that are interested in visiting

Sales and marketing Branding

Revenues Rent officies Rent locations

Managing bootcamp Supporting clubs Equipment

Salary staff Maintain website

Costs

events focusing on music, art, dialogue and sports.

MasterPeace aims on inspiring young leaders who are tech savvy with a feeling for new media or a wish to create such a feeling.

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7.4. SWOT-analysis

swot analysis strengths international organisation with big reach worldwide 47 countries

• •

weaknesses

only communication worldwide via

website

target group has little money or only

for limited purposes

target audience might not know

brand awareness is low

First ‘marketplace’ for cultural •

•

worldpeace initiatives

•

•

new leaders

new funders

diverse fundraising base

•

clubs have too many goals that are

members of club don’t get along

unrealistic

hard to reach everyone because of

distance

heavily weighted information,

people have to be interested in

society and conflicts around the

language- or religion barriers

world

internet access is not always matter

threats

poverty in India/Pakistan

no sponsors in country because of

of course in several countries

•

•

•

•

•

•

to create that ‘worldpeace’

how to become a member and how

•

SW OT

creative community embracing every kind of talent combining global thinking with local acting and leadership peacebuilding and intercultural

•

make new partners

understanding

•

opportunities

‘Best city to do business’ the technical growth has created the ability to connect with people across borders more easily. globalization brings people closer together, which leads to people around the world feeling empathy towards each other.

young professionals and start ups.

residents in city consists of a lot of

•

•

•

•

•

•

•

•

strengths, weaknesses, opportunities and threats We are using a swot-analysis to identify MasterPeace’ organizational strengths and weaknesses. We want to know which gaps we can fill by opportunities and trends that are currently happening in the industry and ofcourse we have to take account of the threats that can interfere in this process.

MasterPeace is unique in it’s concept. The founders describe it as the ‘first marketplace’ that offers initiatives for cultural worldpeace. It is seen as an exciting community of social entrepreneurs, volunteers, bloggers, musicians, businesses and other active citizens who connect and work together to fuel peace-building and intercultural understanding. They combine global thinking with local acting and local leadership, to obtain the best possible impact for communities.

The city where the local MasterPeace India club is located, was named the best city to do business in India by the World Bank (Raa Properties, 2014). This tells us that Bhubaneswar is a city that is developing at a high rate and thrives on entrepreneurship, a perfect opportunity to raise donations. That is, of course if we make people aware of what MasterPeace can mean to them by creating a high brand awareness.

If we’re looking at threats, there are currently a couple we have to take account of such as language - or religionbarriers, but also the people that don’t have acces to the internet.

internal external

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7.5. Interviews 7.5.1. Interview Anubhav Khandpal + Debbie van Wijchen Questionnaire in-depth interview Who? Residents in India (young creatives) How? Skype/ What? Lifestyle, awareness of conflict, attitude towards government, influence conflict, relation towards pakistani’s Introduction We’re starting on a school project for MasterPeace. MasterPeace is seen as an exciting community of social entrepreneurs, volunteers, bloggers, musicians, businesses and other active citizens who connect and work together to fuel peace-building and intercultural understanding. Our project focuses on India and Pakistan, but we’ve never been there and have no idea what’s going on down there. To help MasterPeace we need some insights in the behaviour of the people in India.

My Questions: Lifestyle What do you see as the biggest differences between the western world and the life in India?

Western civilization is a single taste, people are more or less the same. Indian/Pakistan has lots of different tastes. (they used chocolate boxes to express this, western civilization is milk chocolate. Indian civilization is milk, white, pure, with nuts, with other fillings etc.)

Western culture vs. Persian culture Persian culture is more Humantarian Western lifestyle has a lot of order, india and pakistan has more chaos you actually can feel it. People are actually tended to help each other in India and Pakistan. People want to help out the needy and there is a lot of activism. All indians are your brothers and sisters when you’re younger, you have to look out for them. Thats how you get raised.

Is there a clear difference between different social groups or subcultures?

Subcultures don’t matter, there are people that will never go to school, people that aren’t even registered as a person by the government. The ranges in how you can live your live in India are way bigger.

Subcultures are actually pretty western as they are for rich people, if you’re rich you have more ways of expressing yourself.

How would you describe the different subcultures and regions in India?

There’s no basis, because it differs in which regions you come, live in cities is so different from rural parts. The perspective on live is wider in India, people from different backgrounds can feel the same amount of richness. People are happy with just a roof above their heads and don’t want more than that.

But there are also people who focus on a more western lifestyle they are more materialistic.

Je hebt daar een wijder perspectief op het leven, subculturen zijn voor rijkere mensen die zich ergens druk over kunnen maken.

How does (your) religion influence your life on a daily basis?

Younger generations are more religion free, older generations are still intensely religious. Spritual is everyone. Indians are more religious than spiritual, so religion will always influence a indians life. But because of these religions there are still a lot of rituals intertwined in Indian lifestyle. In some groups the religion is more important and this creates a social group of fanatics. These fanatics can sometimes crash with eachother in India. But that is not an Indian thing because it happens all over the world.

Kashmir is one of those regions where it crashes but thats because Kashmir region very rich and beautiful. Kashmir is originally an Indian region, china and pakistan shouldnt be there.

There aren’t a lot of religious fights, but there still are some. But Indian and Pakistan people do not hate 22

eachother. Especially the forward thinking people are tolerant to each other.

Can you describe a day in your life, what whould be different there then here in Europe?

Food is different, for 50 cents you got a whole meal in India. If you have to do some government stuff like renew your passport, in India it might take you 3-4 days.

Does the caste system still apply in your country, and how would it affect the lives around you?

It’s gone but you can still see it in the lower regions of the society. On some level its still there but its influence is really minimal. The restrictions are more gone.

Awareness of conflict How aware are you of the conflict between India and Pakistan?

Well people know there was, because they get reminded now and then like with the bombings in Mumbai in 2008 but it doesn’t live amongst the people, its more of a government thing. D Does this influence your life, and how?

No it doesnt’ only of you want te conflict in your life it was, the conflict is slowy dieing out because of that.

How do you feel about the government?

The governemnt is Lazy slow stubborn, stupid.

Do you have prejudices towards Pakistanis? (Negative/positive) no, not at all.

How do you feel about the conflict?

Do you feel like you can do something about it?

Attitude What’s the attitude towards Charities in India or around you?

There are a lot of charities, because there are a lot of people to take care for. There are always people doing stuff for others but its never enough. There is a lot of corruption so people always question how good a charity. If its genuine people help you.

What’s the attitude towards communities in India or around you?

Family is pretty important, you would stick to the same state because the states differ pretty much from eachother. Some of these states are very tight and others are not. It differs per regions India has the biggest persian group. In the region I am from, Punjab, its important to help family out.

7.5.2. Interview Kelash Kumar (MasterPeace Pakistan) Q. Tell us a little bit about yourselves.

A. I am a Compassionate Peace Activist, certified IELTS Trainer, Consultant, motivational speaker, social innovator and trainer of world fame “30 Peace points” for generation “Z”. I have been engaged in peace activities since more than a decade, playing a role of change catalyst in the society for making life more peaceful and proposers for the development of an inclusive global human society. I teach & train groups and individuals how to understand and practice inclusivity – the connection with all beings. I am the Founder and President of Society of Human Development & Resources, currently serving as a Director Program for Interfaith Commission for Peace & Harmony and Peace Ambassador of MasterPeace in Pakistan. As well as, set up schools for garbage picker and underprivileged children with the help of family and friends.

Q. Who are the people behind the local MasterPeace clubs?

A. We have people from all walk of life such as: 1. Lawyers 23

2. Transgender (Most neglected community in Pakistan) 3. Schools 4. Colleges 5. Maderessahs (Religious Semnaries) 6.Theatre 7. Ngo’s 8. CBo’s 9. Scout 10. Handicap 11. Intellectuals 12. Slum Artists (Pakistan Peace Music Band) 13. Schools/College/Universities Teachers 14. Religious Scholars Q. What made you become MasterPeacers in the first place?

Q. What have you done so far? Are there any events that you feel really proud of? Events or projects that you really liked?

A. I started the Pakistan Peace partners Campaign on June 1, 2015, and generated 2.5 million peace volunteers. Because of the MasterPeace Club of Karachi, Pakistan; for the first time in the history of Pakistan, 15.000 schools celebrated International Day of Peace on September 21, 2015. I already trained 58 schools teachers how to implement Peace Curriculum in their institutions.

Q. What do you think is the hardest thing about connecting people in India and Pakistan? Why? A. Both countries people like each other and want to visit each other countries freely because their roots are same, the hardest thing are the governments of both sides they do not want to solve the issue for their on sake.

Q. What do you think the people in your region feel about the problems in India and Pakistan?

A. Now, both sides population understood that Governments of both sides are not serious to solve the problem.

Q. What are people saying about the conflicts between the two countries?

A. As mentioned above people of Pakistan and India aware of everything and there is no conflict same types of religions are living in both countries. It’s an agenda of Super Powers to market their weapons and Pakistan and India are the best buyers for them. If problem solved, who will buy the latest weapons.

If there are no conflicts among the countries, there are so many layoffs in the weapon industries. Say there is ”No Conflict Among the People of Both Countries”. It is only the matter of interest among the governments and super powers. ” Try To Understand ” Q. How do you work with solving the issues in the region? How do you think the problems will be solved?

A. The best solutions are : Civil Society, NGOs, Peace Clubs etc try to realize the Governments of both countries to think like a human.

Q. What do you want to do with the clubs in the future? What are your goals?

A. I prefer to share my ideas and learn from other people’s ideas about all the peace initiatives they implemented. My goals are to try to make people aware of the importance of World International Day of Peace, which is celebrated every year on September 21. To try and turn it into a common festival for every person of the world. I also want to create Peace Centres in every city and town of the world.

7.5.3. Interview Renuka Kharagram Questionnaire in-depth interview Who? Residents in India (young creative) How? Skype What? Lifestyle, awareness of conflict, attitude towards government, influence conflict, relation towards Pakistani’s 24

Introduction We’re starting on a school project for MasterPeace. MasterPeace is seen as an exciting community of social entrepreneurs, volunteers, bloggers, musicians, businesses and other active citizens who connect and work together to fuel peace-building and intercultural understanding. Our project focuses on India and Pakistan, but we’ve never been there and have no idea what’s going on down there. To help MasterPeace we need some insights in the behaviour of the people in India.

Lifestyle What do you see as the biggest differences between the western world and the life in India? Does the caste system still apply in your country?

I would say the mentality; it is really different comparing it to the western world. Men see themselves as ‘better’ and ‘higher’. Women are good for cooking and are not aloud to work. They need to wear traditional clothing. Culture differences and religion play a major role in India. They are not aloud to marry someone from a lower caste. This still plays a role in small villages, less in modern cities. If you are from a lower caste and want to marry a girl from a higher caste, your own parents can kill you. This happens a lot and is very common in India. Arranged marriages are normal here.

Is there a clear difference between different social groups or subcultures?

Modern cities in India are more open to western influences, they even wear jeans for example. I would also say the north is seen as richer than the south.

How would you describe the different subcultures and regions in India?

Different religions, poor and rich, for example you see a lot of rich hotels next to a slum. Hindu’s and muslims are living together. I wouldn’t say you’d see hate between hindu’s and muslim on a daily basis.

From my opinion, it’s not a religious war, but purely in terms of the area. Everyone is actually living quite peacefully, which surprised me. Everyone respects each other. You have mosques and Indian temples next to each other.

How does your religion influence your life on a daily basis?

Definitely, the caste system is still playing a huge role and of course the fact that women are seen ‘less’ in India, this is all based on religion.

Can you describe a day in your life?

Depends if you’re rich or poor. You are lucky if you’re rich. Women are not aloud to go out on the streets by themselves. If you’re going to India, you’ll see more men on the street than women. Or the women are totally covered in traditional clothes. When you’re poor you probably just live on the countryside.

Awareness of conflict How aware are you of the conflict between India and Pakistan?

I know what it is about, and I’ve seen a lot of movies about the conflict.

Does this influence your life, and how?

How do you feel about the government?

I’m quite negative towards the government. Recently, a girl was raped in the bus, and the government doesn’t interfere or do anything about it. Many human rights are violated and the government is corrupt.

Police are bribed.

Attitude What’s the attitude towards Charities in India or around you?

Everyone wants to help and make people aware, but I can understand people that don’t want to be helped. They want to stay in their traditional comfort zone. I think only the modern part of India will be open to help.

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Vera Kusumawidjaja - 1616386 Willem van Helvoirt - 1643155 Oscar Manfred - 1685299 Bokyung Ku - 1684961