A Scientific & Systematic Approach
to
SVEEP
Rajasthan Experience
ASHOK KUMAR PAREEK,
OFFICE OF CHIEF ELECTORAL OFFICER, RAJASTHAN
SVEEP
Rajasthan Experience
Backdrop
 SVEEP :
A Social Agenda of the Election Commission of
India, an initiative for inclusion of all in the democratic process
 In Rajasthan, SVEEP was implemented for the first time in
Assembly Elections – 2013 which brought good results.
 To make the SVEEP Programme more effective and result
oriented, a scientific & systematic approach was adopted in
Parliamentary Election-2014.
A SVEEP Brand was Created
SVEEP
Rajasthan Experience
Approach to SVEEP Programme
 Conceptualisation
I. Three-Tier Strategy
II. Four-Quadrant Matrix
III. Creating a SVEEP Brand
 Implementation
I. Uniformity across the state for Brand Building
II. Activity Guidelines from the State Level
III. Innovations at Local Level as per Need
 Motivation, Guidance , Monitoring(MGM)
SVEEP
Rajasthan Experience
Conceptualisation
I. Three-Tier Strategy
(i) State Level – Environment-Building Strategy (EBS)
(II) District Level – Bridging-the-Gap Strategy (BGS)
(III) Polling Booth Level – Micro-Planning Strategy (MPS)
SVEEP
Rajasthan Experience
Environment-Building Strategy (EBS)
 To prepare a fertile ground for voter awareness across
state . “SABHI CHUNE, SAHI CHUNE” was the buzzword
 To associate various Government Departments, CSOs,
NGOs, Corporate & Business Associations etc.
 To design and develop SVEEP outreach material
targeting all segments.
 To harness the potential of media in spreading
awareness and dissemination of information
SVEEP
Rajasthan Experience
Bridging-the-Gap Strategy (BGS)
 To identify the gaps in electoral participation
 To conceive specific intervention for filling gaps
 To embed the concept of SVEEP in local cultural
settings.
 To identify appropriate mediums for verbal and nonverbal communication with voters
SVEEP
Rajasthan Experience
Bridging-the-Gap Strategy (BGS)
Methodology used for identifying appropriate interventions –
 SVEEP materials were designed according to quadrants
 Next steps were (i) Preparing draft District SVEEP Plans at CEO Office
level
(ii) Sending draft SVEEP Plans to districts for feedbacks
(iii) Analyzing district feedbacks to identify voting gaps
(iv) Suggesting SVEEP initiatives according to socioeconomic scenarios of districts
However, every district had enough freedom to chart independent
course of action
SVEEP
Rajasthan Experience
Micro-Planning Strategy (MPS)
 To collect information on 10 % Polling Stations,
recorded lowest voter turnouts in previous elections.
 To analyze reasons of low voter turnouts in above
identified polling stations
 To do detailed planning and pursue intensive &
focussed interventions to address deficiencies.
SVEEP
Rajasthan Experience
Four-Quadrant Matrix
 A big challenge as Rajasthan is large in area and
characterized by scattered population.
 The 33 districts of the state were categorized into four
quadrants based on literacy level and voter turnout
pattern in the past.
1.
2.
3.
4.
5.
6.
LH
LL
(Low Literacy Rate, High
Voter Turnout)
(Low Literacy Rate, Low Voter
Turnout)
Banswara
Bhilwara
Chittorgarh
Jaisalmer
Jhalawar
Pratapgarh
1. Baran
2. Barmer 3. Bharatpur
4. Bikaner 5. Bundi 6. Dausa
7. Dungarpur 8. Jalore 9. Jodhpur
10. Karauli 11. Nagaur 12. Pali
13. Rajsamand 14. Sawai Madhopur
15. Sirohi 16. Tonk 17. Udaipur
HL
HH
(High Literacy Rate, Low Voter
Turnout)
(High Literacy Rate, High Voter
Turnout)
1.
2.
3.
4.
5.
Ajmer
Jaipur
Jhunjhunu
Kota
Sikar
1. Hanumangarh
2. Ganganagar
3. Alwar
11
CATEGORY
A – (LH)
Low Literacy Rate,
High Voter Turnout
B – (LL)
Low Literacy Rate,
Low Voter Turnout
DISTRICTS
ANALYSIS
INTERVENTIONS
SUGGESTED
BANSWARA,
BHILWARA,
CHITTORGARH,
JAISALMER,
JHALAWAR,
PRATAPGARH
Chances of
1. Encourage ethical
irrational voting as
voting
well as voting in
2. Intensive use of
the name of
Audio-Visuals
Caste, Religion,
3. Lesser use of print
Community etc.
media (except in
Urban Areas)
BARAN, BARMER,
BHARATPUR,
BIKANER, BUNDI,
DAUSA,
DUNGARPUR,
JALORE,
JODHPUR,
KARAULI,
NAGAUR, PALI,
RAJSAMAND,
SAWAI
MADHOPUR,
SIROHI ,TONK,
UDAIPUR
Indicates towards
Lack of
Awareness and
existence of
Cultural Barriers
1. Carry out Awareness
Campaigns.
2. Constant social
interventions using
social, cultural and
local media
3. Intensive use of
Audio-Visuals
4. Lesser use of Print
Media (except Urban
Area)
CATEGORY
C - (HL)
High Literacy
Rate, Low Voter
Turnout
DISTRICTS
AJMER, JAIPUR
JHUNJHUNU, KOTA,
SIKAR
ANALYSIS
Clear-cut case of
Voter Apathy
INTERVENTIONS
SUGGESTED
1. Undertake
Motivational
Campaigns.
2. Intensive use of
Print alongwith
Audio-Visual
Media.
3. CSOs and
Women Wings of
various Community
Organizations
should be
partnered.
D - (HH)
High Literacy
Rate, High
Voter Turnout
HANUMANGARH,
GANGANAGAR, ALWAR
Clear-cut case of
Voter Apathy
1. “Including
Excluded Voter in
the Mainstream”
Policy.
2. Motivational
Campaigns.
SVEEP
Rajasthan Experience
Creating a SVEEP Brand
 As branding is a most effective marketing strategy
(i) Connects given target group emotionally
(ii) Creates Brand Loyalty, if brand is good
(iii) Achieves mass mobilisation of thought & act
 Therefore , A SVEEP Brand was created
(i) “Colours of Democracy”- State-wide 7-day activity chart
(“R A I N B O W WEEK”), encompassing slogan and colour
themes, was created
SVEEP
Rajasthan Experience
Implementation – Some glimpses
 Through a 40 –Point Activity Guidelines and 10 – Point Action




Plan
Through association of grassroots women functionaries Aanganwadi Workers ASHA Sahyoginis, ANMs, Mahila Preraks
etc. designated as “Matdata Sakhis” for Door-to-Door motivation
of females
Through Invitation to voters by distributing Peela Chawals (a
traditional way of invitation during marriage), Voter Paati
(Invitation Letter) etc.
Through partnership with corporates and corporate associations
Through active participation of Civil Society Associations
particularly their female wings
SVEEP
Rajasthan Experience
 Through support of media houses
 Through confidence building measures with the help of
police department.
 Through local innovation as per the quadrants.
 Through constant meeting with community leaders.
 Through SVEEP brand “R A I N B O W WEEK” that
commanded tremendous response of the public and the
media as well
Colours of Democracy
DAY
EVENT/ ACTIVITY
THEME SLOGAN
COLOUR THEME
MESSAGE
Day I
Cycle Rally
"Chalo Chalein
Vote Daalein"
Violet
Motivation
Day II
Rangoli
"Rangoli
Lokatantra Ki"
Indigo
Ethical Voting
Day II
Women March
"Mahilayein
Badhengi, Vote
Karengi"
Blue
Royal Gender
Day IV
Candle March
"Ujiyaara Loktantra
Ka"
Green
Go for Enlightened
Vote
Day V
Vote Marathon
"Run for
Democracy"
Yellow
Spreading
Awareness
Day VI
Human Chain
"Hum aur
Hamaraa
Lokatantra"
Orange
Forming Bridges
Day VII
Voting Pledge
"Matdaan Sankalp
Samaroha"
Red
Determination
Implementation - SVEEP in Media
Day 1:Cycle Rally
Day 3:Women March
Day 4:Candle March
Implementation - SVEEP in Media
Day 5:Vote Marathon
Day 6:Human Chain
Day 5:Vote Marathon
SVEEP
Rajasthan Experience
Motivation, Guidance , Monitoring(MGM)
 Regular interaction with district level officers.
 Cash Award Scheme for district level officers for
outstanding performance.
 Creation of SVEEP Portal on CEO website for sharing of
information and experiences of field level officers.
 Regular updation on social media such as facebook
page, WhatsApp for SVEEP activities being undertaken
at State as well as district level.
Contd…
SVEEP
Rajasthan Experience
Outcomes
1. Improvement in EP Ratio
18+ Population
(Census-2011)
EP RATIO
(Electoral Roll
as on 01.01.2013)
EP RATIO
(Electoral Roll
as on 01.01.2014)
58.56
54.80
55.94
2. Enhancement in Females Registration
GENDER RATIO
(Census-2011)
GENDER RATIO
(Electoral Roll as on
01.01.2013)
GENDER RATIO
(Electoral Roll as on
01.01.2014)
928
874
899
21
Cont…
Contd…
SVEEP
Rajasthan Experience
3. Increase in registration of youth (18-19 years)
18-19 Years
Population
(Census-2011)
29,02,665
18-19 Years registered
voters
(Electoral Roll as on
01.01.2013)
10,88,906
18-19 Years registered
voters
(Electoral Roll as on
01.01.2014)
20,02,489
22
Cont…
SVEEP
Rajasthan Experience
 Substantial Increase in Voter Turnout in Assembly
Elections Elections
Year
Total
Male
Female
Gap
2008
66.41
67.56
65.31
-2.25
2013
75.67
74.92
75.56
0.64
 Historic Increase in Voter Turnouts in Parliamentary
Elections Elections
Year
Total
Male
Female
Gap
2009
48.46
51.68
44.77
-06.91
2014
63.02
64.63
61.23
- 3.4
23
SVEEP
Rajasthan Experience
Highlights
 9% increase in Vidhansabha Elections over Past Election
2008. 68 lakh more voters were mobilized compared to
previous elections in Vidhan Sabha Elections – 2008
(2.40 crore to 3.08 crore)
 15 % increase in Lok Sabha Elections over Past
Elections in 2009. 91 lakh more voters were mobilized
compared to previous elections (2.07 crore voters
compared to 1.79 crore voters in Lok Sabha Elections –
2009)
Thus, SVEEP has been yielding consistently higher
voter mobilizations.
SVEEP
Rajasthan Experience
Highlights
•
•
17 Districts out of 33 Districts in the State, recorded
more than 10% increase in female voter turn-out.
15 Districts recorded more than 5% increase in female
voter turnout over Assembly Elections - 2008.
SVEEP
Rajasthan Experience
Looking Forward
 100% electoral participation in the future elections
 To Formulate a Roll Clean Index (RCI) to provide a
yet more logical basis for identifying appropriate &
specific SVEEP interventions.
 To Formulate an Electoral Behaviour Index (EBI)
on the lines of Human Development Index(HDI). This
will incorporate, Indicator of Economic well-being,
Rural Population Ratio and Literacy Rate of the
particular district.
SVEEP
Rajasthan Experience
Limitations





Following limitations of this approach may help chalk
out future road-maps …..
Sudden Fury of Nature – Storms, Winds, Heat, Loos in
Rajasthan deserts, Cold etc.
Exams – College Exams, University Exams, Competitive
Exams
Social Occasions – Saawas (auspicious days for
solemnizing marriages), Fairs, Festivals etc.
Spate of Holidays – Successive Government Holidays
Economic Factors – Days crucial in terms of Crop Cycle
THANKS