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LATEST NEWS UPDATES | Ad blitz to highlight UPA II education schemes by Anubhuti Vishnoi

Ad blitz to highlight UPA II education schemes by Anubhuti Vishnoi

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published Published on Apr 5, 2010   modified Modified on Apr 5, 2010


If the ‘Bharat Nirman’ ad campaign marked UPA I, education campaigns will underscore UPA II. The government is set to position both the Right to Education Act that came into effect on April 1 and its ambitious Saakshar Bharat programme as key schemes for the “aam aadmi”.

The Human Resource Development (HRD) Ministry will be rolling out an extensive ad campaign across TV channels, radio stations and newspapers next month, positioning the education programmes as national brands.

Launched last year by the Prime Minister and aimed at 100 per cent female literacy, Saakshar Bharat will be at the centre of the campaign, with companies like Impact Advertising, Percept Communications (known for the Bharat Nirman campaign), Saatchi & Saatchi, Air Ads and Concept Advertising in the fray.

Impact Advertising is likely to handle the creative aspects, with the campaign’s initial cost working out to Rs 30 crore.

“The idea is to reposition Saakshar Bharat as a national brand... Increased budgetary support has been sanctioned for extensive application of various media tools and the aim is to rebuild the brand, augment awareness and also motivate beneficiaries of the ambitious programme,” a senior official said.

To start with, Prime Minister Manmohan Singh’s televised address to the nation, along with a film named Roll Call running across TV channels, marked the launch of the pathbreaking Right to Education Act.

Saakshar Bharat, being handled by Minister of State of Human Resource Development D Purandeswari, is to cover some 167 districts, for which funds were disbursed on March 31, 2010. The attempt is to bring down female illiteracy that stands at 54 per cent as per the 2001 census.

Panchayats have been entrusted the task of educating some 300 women each; local schools and teachers will act as “collaborators” to provide academic support at the village level.


The Indian Express, 5 April, 2010, http://www.indianexpress.com/news/adblitztohighlightupaiieducationschemes/600027/


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