Rubanising India – Communication Plan for National Campaign

Message:

RUBANISATION is the counter image of excesses of greedy and reckless urbanization that will restore sanity, order and harmony between people and their habitat.

Supporting Analysis: Why should I listen to you?

What’s missing today :

1. Average health and fitness going down due to frenzied city life and pollution
2. Time for hobbies and passions is limited and of diminishing quality
3. Lack of social harmony and trust leading to distress and high transaction cost
4. Lack of time for upbringing and education for children and youth (including cultural and value education)
5. People spending more time chasing objects than relationships

How will it be in future:

1. Eating local and organic food along with more time for self and relationships keeps us fit
2. People who share hobbies can interact as they pass each other by foot or on bicycle rather than a car better and cohesive group of likeminded people
3. Social and communal harmony needs empathy and sharing of celebrations and good times
4. Better upbringing and care of children at an early stage of their life creates a virtuous cycle creates a healthy relationship between children and parents
5. Investing in social capital makes people truly healthy and wealthy

  Target Audience:

1) Youth

2) Children

3) Women

4) Media- reality show Youth and Ruban

5) Rural opinion leaders and NGOs

Is the city frenzy getting on your nerves and turning you sick and unhealthy?

Don’t get mad (with city life)…get RUBAN!!!

Roadmap/Objectives:

1) First 6 months:  October 2011 to March 2012:

2) Next 6 months:April 2012 to Sept 2012

RUBAN SETTLEMENT PILOT PROJECTS

ü  Uttarakhand land acquisition of 2 acres near Dehradun for a traditional Indian school as the nucleus for a ruban settlement

o    Class 1 to class 5- 30 children in each batch.

o    Residential facilities for children,parents and teachers

ü  Braj triangle-three ruban settlements in each of the three districts in Uttar Pradesh, Rajasthan and Haryana

o    Work closely with Braj foundation in creating Ruban settlement and community around it,building upon current projects and relationships with the local community

RUBANISATION NATIONAL CAMPAIGN

ü  For Youth:

o    Start with metro cities. Delhi, Bangalore, Mumbai, Hyderabad, Chennai, Kolkata.

                                                               i.      Opportunities to learn and earn: short term projects

                                                             ii.      Youth carnival :zindagi milegi na dobara/rang de basanti

                                                           iii.      Seminars and discussions in colleges and learning centres

ü  For Children:

                                                               i.      Art exhibitions and painting/story and poem writing competitions for different age groups

                                                             ii.      Summer camps and carnivals (family)

ü  For Women:

                                                               i.      Play / TV serials on the Ruban Way of  life

                                                             ii.      Handicraft mela (sunny and meeta)

                                                           iii.      Summer camps and carnivals (family)

ü  For Media:

                                                               i.      TV talk shows

                                                             ii.      Reality TV show- Young and Ruban

                                                           iii.      Panel discussion on key policy issues