If the ?Bharat Nirman? ad campaign marked UPA I, high-profile education campaigns are poised to mark UPA II. The government is set to position both the Right to Education Act that comes into effect starting April 1 and the ambitious Sakshar Bharat programme in the female literacy mission, as key schemes touching the ?aam aadmi?. The human resource development (HRD) ministry, it is learnt, is set to launch an extensive ad campaign positioning these education programmes as national brands.
Sakshar Bharat?launched last year by the PM, and aimed at 100% female literacy?will be at the centre of the ad campaign with companies like Impact Advertising, Percept communications known for the Bharat Nirman Campaign, Saatchi & Saatchi, Air Ads and Concept advertisements in the fray. Impact Advertisements is likely to handle the creative aspects of the campaign set to roll out next month across TV channels, radio stations and newspapers at an initial cost of Rs 30 crore.
The idea is to reposition Saakshar Bharat as a national brand and use professional agencies to design the campaign. Increased budgetary support has been sanctioned for extensive applications of various media tools and the aim is to rebuild the brand, augment awareness and also motivate beneficiaries of the ambitious programme.
To publicise the Right to Education Act, there will be a televised address to the nation by the PM and a film named ?Roll Call? that will run across TV channels. The Right to Education Act promises free and compulsory education to all aged between 6 and 14 years.
Sakshar Bharat, being handled by HRD MoS D Purandeshwari, will cover about 167 districts and funds have already been disbursed to these districts as on March 31, 2010. The attempt is to bring down female illiteracy that stands at an unacceptable 54% vis a vis the 75% male literacy rate, as revealed in the 2001 census.