GUIDELINES FOR MEDIA PLAN (ADVERTISEMENT & PUBLICITY) IN LWE AFFECTED STATES UNDER UMBRELLA SCHEME OF MODERNIZATION OF POLICE FORCES.

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1 1 GUIDELINES FOR MEDIA PLAN (ADVERTISEMENT & PUBLICITY) IN LWE AFFECTED STATES UNDER UMBRELLA SCHEME OF MODERNIZATION OF POLICE FORCES. 1. INTRODUCTION: The Left Wing Extremism (LWE) is one of the most serious threats to the internal security of the country. At present, LWE insurgency is spread across the 106 districts of 10 States of the country viz. Andhra Pradesh (08), Bihar (22), Chhattisgarh (16), Jharkhand (21), Odisha (19), Maharashtra (04), Telangana (08), West Bengal (04), Madhya Pradesh (01) and Uttar Pradesh (03). Out of these, 35 districts in 7 States are the worst affected districts, which contribute more than 90% LWE violence in the country. 2. BACKGROUND: 2.1 The Government has prepared National Policy and Action Plan for combating Left Wing Extremism, which includes multi-pronged strategy of the Government, covering areas of Security, Development, Rights and entitlements of Tribals/local communities and better Perception management. It is seen that the Maoists have been misguiding and luring the innocent tribals/local population in LWE affected areas by their so called poor-friendly revolution through petty incentives or by following coercive strategy. Their false propaganda is targeted against the security forces and government administrative set up. 2.2 It is felt necessary that regular efforts should be made to counter the false propaganda of the Maoists and spread information relating to welfare and developmental schemes of the Government in LWE affected areas. Therefore, this Media Plan Scheme has been continued as a component of the Umbrellas Scheme, Modernization of Police Forces for 03 years from to OBJECTIVES OF THE SCHEME : Main objectives of the Scheme are: a) Spreading awareness regarding various developmental/welfare schemes and initiatives of the Government in LWE affected areas through various means of communication and enlighten the local people that how the LWE violence is preventing them from taking advantage of these schemes. b) Counter the false propaganda of the Maoists against the Government and build up confidence among the people in LWE affected areas towards Democratic set up.

2 2 c) To wean away the youth from LWE violence/activities and bring them under the mainstream. d) To motivate and inspire the LWE cadres to leave the path of violence and surrender themselves as per the provision in Surrender-cum- Rehabilitation policies of the State Governments. e) Providing an opportunity to the tribal youth to understand the cultural ethos, language, lifestyles of the people; expose with the technological/industrial advancement and sensitize about their rich and traditional cultural heritage and enable them to preserve it for the future generation. f) To highlight LWE atrocities. 4. TARGET POPULATION: Mainly Tribals, landless and other vulnerable sections of society in remote and inaccessible areas of the LWE affected districts are the target population under this plan. Besides, the opinion makers, government officials/sfs personnel also need to be addressed at appropriate levels. 5. WHAT NEEDS TO BE HIGHLIGHTED Maoist ideology is a failed and flawed ideology. It is oppressive and curtails an individual s freedom and liberty. Maoist ideology is mindless violence and they believe in killing and torture of people inimical to them. That the Government believes in the welfare of its citizens and publicity to development schemes. Success stories: The cases of how Tribals and other target groups have benefited from the schemes of the Government should be highlighted. This will not only expose the Naxal propaganda, but will also inspire others to take advantage of developmental schemes. Surrender and rehabilitation policy for Maoist cadres. 6. TOOLS FOR DISSEMINATING THE DESIRED MESSAGES: Press releases Interviews Media tours

3 3 TV and Radio programmes Print and audio-visual advertisements Exhibitions/Seminars/Workshops CDs, DVDs, booklets, pamphlets, leaflets, fliers, banners, calendars, wall writings, etc. Song and Drama programmes. Short Films/Documentary. Cultural Exchange Programme. Mobile messages or social media. Any other activity directly or indirectly aiding the achievement of the stated objective with the approval of the Home Secretary & the Financial Adviser. 7. TACTICS OF COMMUNICATION The messages should be conveyed in a subtle way. Otherwise, the effort will look like Government propaganda and lose credibility and impact. The approach in dissemination of messages should be targeted towards individuals and groups. (iii) The messages should be delivered to the extent possible, by role models of the region. Third-party endorsements should be used as far as possible. (iv) Documentaries and Radio Jingles/Spots should be prepared by persons with proven competence, so that these are not only well-made, but also carry credibility. The documentaries/jingles must of be good quality and which can put a positive impact on the viewers/audience. (v) For effective dissemination of messages, the choice of language is of paramount importance. It must be the one which the target sections understand. In view of the low level of education among the target sections, the messages must be conveyed in local dialects. (vi) Tribals and other target groups have a rich medium of communication in the form of drama, dance and music. This medium is close to their heart and strikes an immediate chord. Hence, this medium should be utilized to the optimum. (vii) Seminars involving media-persons, Central Ministries concerned and the State Government in State capitals will create opportunities for publicity and also build and deepen trust.

4 4 8. FUND RELEASE 100% funding will be done by the Central Government. Funds will be released in advance, after adjusting the outstanding UCs/balance, if any. (iii) Implementing Agencies need to open a dedicated account for the projects and the interest earned on this amount should be remitted in the Government account as per provisions of GFR, IMPLEMENTATION OF THE SCHEME Proposals will be obtained from the agencies, like NYKS, All India Radio, Doordarshan, DAVP etc., which will be examined and approved by the Project Approval Committee (PAC), headed by AS (LWE), MHA Composition of PAC is given at Annexure-I. After approval of the project, funds will be released to the agencies for undertaking activities as per the proposal approved. (iii) Implementing agencies need to furnish Utilization Certificates, along with physical and financial reports properly audited by their designated audit parties of respective agencies. (iv) The implementing Agencies will be responsible for conducting an impact assessment study of the programmes on their own and submiting reports to the MHA. (v) Third party evaluation of may also be undertaken along with evaluation by the District Administration and CAPFs deployed in the district concerned. (vi) The Project Approval Committee (PAC) will monitor and review the progress of various programmes and issue instructions, if required, for better implementation of the scheme. **********

5 5 Annexure-I Composition of Project Approval Committee (PAC), MHA under the Media Plan Scheme in LWE affected areas Addl. Secretary (LWE) DG (Media), MHA Joint Secretary (LWE) Adviser (Media), LWE Representative of AIR Representative of Doordarshan Representative of DAVP Representative of NYKS Representatives of CAPFs Director/DS (LWE) Chairman Convener (In-charge of the Scheme) Duties and Responsibilities of the PAC: Approval of the proposals/projects, received from the implementing agencies, under the Media Plan Scheme in LWE affected areas. Final approval of the scripts and designs of Radio Jingles /Documentaries/Press Releases/Advertisements/Posters/Pamphlets /Banners etc. (iii) Monitoring and reviewing of the progress under the scheme and issue instructions/guidelines, if required, for improving the quality of programmes. ****************