The United Progressive Alliance (UPA) government at the Centre is tapping generation next to spread awareness about its flagship Bharat Nirman programme.
The United Progressive Alliance (UPA) government at the Centre is tapping generation next to spread awareness about its flagship Bharat Nirman programme.
An increasing number of schoolchildren are being made to participate in campaigns conducted by the government to connect with the common man and make him aware of its welfare schemes.
In other words, the target audience of the UPA regime’s flagship programmes is young India.
Why not? With more than 50% of population below the age of 25 and over 65% below 35, youths naturally become the target of any meaningful campaign in the country.
According to projections, the average age of Indians will be 29 years by 2020, compared to 37 of the Chinese and 48 of the Japanese.
The idea is to involve the youth of the country to “create Bharat Nirman brand awareness in GenNext”, an official associated with the programme told DNA.
Government campaigns involving schoolchildren usually run for three to four days at a venue. This financial year, around 150 such campaigns have been planned across the country at a cost of around Rs10 crore. The public information campaign was started two years ago and is gradually being stepped up.
During such campaigns, schoolchildren participate in public rallies, cultural programmes, seminars and discussions.
The projects under Bharat Nirman include rural housing, road connectivity, drinking water supply, electrification, telephone connections and irrigation.
The Centre’s other schemes include national rural health mission, Sarva Shiksha Abhiyan and mid-day meal.
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