SVEEP 4

STRATEGY
2022-2025
Systematic Voters’ Education & Electoral Participation

Systematic Voters’ Education & Electoral Participation

ELECTION COMMISSION OF INDIA

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 Prepared by:
Dr. Ranbir Singh, CEO, Delhi
Dr. Sadhana Rout, Senior Consultant, ECI
Dr. Aarti Aggarwal, Senior Consultant, ECI

Designed by:
Syed Salahuddin

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 CONTENTS
Executive Summary1

01
SVEEP Journey so far 7

02
Developing SVEEP Strategy 17

03
Strategic Framework 35

04
Key Strategies 57

05
Preparing Action Plan  137

06
Capacity Building and Revamping HR 167
CONTENTS

07
Monitoring and Evaluation 181

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 CONTENTS
08
Budget Allocation 191

09
The Road Ahead 199

APPENDIX: Management Information

System for SVEEP205

ANNEXURES 237
Annexure 1: Assured Minimum Facilities (AMF) 238

Annexure 2: Recommendations of Working Groups

(Post General Elections 2019) 240

Annexure 3: SVEEP Initiatives by Poll Gone States 258

Annexure 4: Setting up of National SVEEP Core Committee 251

Annexure 5: Types of Disabilities 252

Annexure 6: Electoral Literacy Club current status 253

Annexure 7: Election Event Horizon 255

Annexure 8: Planning for 360 degree Multimedia Campaign 256

ABBREVATIONS 257
CONTENTS

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 EXECUTIVE
SUMMARY

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 National SVEEP 
Strategy Framework
(2021-2024)

V
oters participation in the electoral process is integral to the success of
any democracy and the very basis of wholesome democratic elections. The
Constitution of India laid out the aspiration to have every eligible Indian on
the electoral roll and get everyone on the electoral roll to voluntarily vote. Through
its flagship initiative of Systematic Voters’ Education and Electoral Participation
(SVEEP), the Election Commission of India has left no stone unturned to translate the
ideal of ‘of the people, by the people, for the people’ into an effective and accessible
power of vote for every individual. The journey of SVEEP has already gone through three
phases (SVEEP-1, SVEEP-2, SVEEP-3), since its inception in 2009.
The proposed strategy for the fourth phase of SVEEP (SVEEP) builds on the key
learnings and progress made in electoral participation during the last 12 years. It
is intended to consolidate the work already done and add new dimensions to the
crusade of ECI for educating and empowering the voter to further strengthen democracy
in India.

Rationale for SVEEP strategy

The rationale for development of the national SVEEP strategy lies in the expanding
size, scale, scope, diversity and complexity of the electorate, the changing and evolving
EXECUTIVE SUMMARY

media landscape, the need for mainstreaming evidence into decision making, the
growing expectations of voters and the ever evolving election management practices
and reforms.

Process followed to develop the strategy

To develop the strategy, a consultative process was followed which included a series
of discussions with ECI officials, CEOs of states and UTs, subject matter experts, other
key stakeholders in addition to literature review, and gap analysis. A National Core
Committee constituted for this purpose, advised and steered this task.

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Strategic Framework

Vision
Universal and enlightened participation of citizens in elections and democracy.

Goal
To enlighten, enable and empower every citizen to register as a voter and cast his/her
vote at every election in an informed and ethical manner.

SVEEP Objectives (2022-25)

The objectives envisaged for SVEEP strategy (2022-25) are:
1. Increase voter turnout to 75% in Lok Sabha elections 2024 by:
Š Purifying the electoral roll of every polling booth
Š Bridging gender gap in enrolment and turnout
Š Ensuring inclusion of all non-voters/ marginalised sections through targeted
interventions, technological solutions and policy changes
Š Addressing urban and youth apathy in electoral participation
Š Turning around all low turnout constituencies and polling stations
2. To enhance the quality of electoral participation in terms of informed and
ethical voting through continuous electoral and democracy education

Fundamental Principles
The following fundamental principles should guide all future planning and
implementation in order to make the SVEEP effort more wholesome, relevant and
effective:
1. Triad of voter focus, booth focus and evidence focus.
2. Transition from the erstwhile IMF (Information, Motivation and Facilitation)
paradigm to a more holistic IMF-EEE (Information, Motivation, Facilitation,
Engagement, Education and Empowerment) paradigm.

Core Thematic Areas EXECUTIVE SUMMARY

The following core thematic areas should animate each strategic intervention at all
levels in order to align SVEEP plans to the larger philosophy of the Election Commission:
• Inclusive and accessible elections
• Informed and ethical elections
• Leveraging technology for elections
• Continuous electoral and democracy education

Key Strategies
Based on the situation analysis, literature review and deliberations with different

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Strategy Framework
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stakeholders, the following six interconnected key strategies are proposed:

Key Strategy 1: Booth/Polling station level planning and action
Key Strategy 2: Addressing low registration and low voter turnout at
constituency level
Key Strategy 3: Targeted Interventions to ensure inclusive elections
Key Strategy 4: Strengthening flagship programmes (ELC, SSR and NVD)
Key Strategy 5: Leveraging partnerships and collaborations
Key Strategy 6: Effective communication, outreach and media campaigns

SVEEP strategy places emphasis on booth level micro-planning, cleaning up

the electoral roll of every booth by removing all deceased, shifted and untraceable
electors and identification of all non-voters at the booth level to secure their future
participation. All District Election Officers are expected to address low registration
and low voter turn-out scenarios in their constituencies and work out targeted
interventions to bridge all gaps by employing key strategies 4, 5 and 6 and achieve
the objectives of SVEEP.

Preparing Action Plans

The strategy provides a broad direction for the future and guides the election
functionaries to formulate action plans at their respective levels, based on evidence
and local context, keeping a focus on voter and taking booth as the nucleus of action.
Checklists for the national, state, district, constituency and booth levels have been
provided to guide action at each level and serve as a constant reminder. Specific action
plans are envisaged at every level for SSR period, continuous updation period and
election period.

Capacity Building and Training

SVEEP strategy proposes a strong capacity building and training component at all
levels. Since the booth will be an important point of focus, necessary capacity needs to
be developed at that level for carrying out situational analysis, field work and evidence
based planning and action. The SVEEP Division is expected to lay down a policy
EXECUTIVE SUMMARY

framework for capacity building and training.

Institutional Strengthening
The institutional strengthening at all levels with infusion of domain experts is
essential in order to make the vision of SVEEP strategy operational on ground.
It is suggested to set up a directorate of SVEEP, media and communication
with a Programme Management Unit at the national level and lay down a policy
framework for HR strengthening at the state, district and constituency levels. A
comprehensive institutional assessment may be undertaken to look at this aspect

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in detail. A national consultative framework on SVEEP should also be put in place to

involve key stakeholders at all levels.

Monitoring and Evaluation

SVEEP strategy places a high premium on Management and Information System
(MIS) for online monitoring, tracking and feedback mechanism. The document outlines
the conceptual blueprint for a web based portal for reporting, monitoring, rating and
ranking of SVEEP efforts at different levels. The MIS module is envisaged to be a part
of a holistic SVEEP portal comprising other modules like action plan module, budget
module, SVEEP assets module and SVEEP framework module etc.

Budget Allocation
It has been proposed that the SVEEP budget allocation at all levels may be based on
need and performance linked to the state action plans. Adequate financial resources
should be provided to states to support the initiative for HR strengthening at state,
district and AC levels. A well-structured accountability based system for allocation
of budget for SVEEP activities is recommended. This system can be supported by the
budget module of the SVEEP portal as envisaged by strategy.

The Road Ahead

The SVEEP strategy intends to build upon the past achievements of SVEEP
programme in a spirit of continuity, consolidation and transformation. It contains
elements that have demonstratively shown success and continue to be relevant
and new elements that bring in a fresh perspective for addressing the emerging
challenges. The SVEEP strategy is a guiding document to develop national, state
district, AC and booth level action plans. The success of SVEEP will ultimately depend
on its implementers in the field, led by the CEOs and DEOs in states. The ongoing
electoral reforms are likely to throw up new opportunities for SVEEP functionaries at
all levels and they need to respond with dynamism to achieve the objectives of SVEEP
strategy in the run up to the Lok Sabha Election of 2024 and beyond.
EXECUTIVE SUMMARY

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SVEEP 3
SVEEP 1 2015-21
2009-13
SVEEP 2
2013-14
EXECUTIVE SUMMARY

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 01 SVEEP JOURNEY
SO FAR
The Objectives
The Evolution:
SVEEP I
SVEEP II
SVEEP III

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T
he essence of India as the largest democracy lies in its electoral strength and
voter participation. A thriving and vibrant electoral democracy has been India’s
distinct identity at the global stage. In a country of over 950 million eligible
voters, conducting elections with the sheer scale, size, diversity and complexities of
Indian democracy, albeit challenging, is an extremely rewarding process.
The Constitution of India laid out the aspiration that every adult Indian, regardless
of gender, literacy, socio-economic status or location would have the right to vote. The
Election Commission of India has made numerous efforts to translate the principle of
‘of the people, by the people, for the people’ into an effective and accessible power of
vote for every individual.

1.1 The Need for Voter Education

It is the endeavour of the Election Commission of India to inform, motivate and facilitate
each voter to register and participate in electoral process. Despite the rising literacy
rate in the country in three successive elections-2009, 2004 and 1999 - the voting did
not exceed 60 percent (Refer to the graph below for voter turnout over the Years).

Voter Turnout Over Years

70
67.4
64.01 66.44
65
61.04 61.97
60.49 61.95
60
55.42 59.99 58.21
Voter Turnout (%)

57.94 58.07
55
56.92 55.88
55.27
50
SVEEP JOURNEY

45.44
45
44.87
40

35

30

1951 1962 1971 1980 1989 1996 1999 2009 2019

1957 1967 1977 1984-85 1991-92 1998 2004 2014

8
Year of election

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 National SVEEP 
Strategy
(2022-2025)

With the understanding that low participation could adversely impact the quality
of democracy, it was apparent that there was a need for adequate interventions to
address this problem. Hence, to address the gaps in the registration of eligible citizens
as voters and the more glaring gap in voter turnout from election to election, a new
initiative was undertaken for voters’ education and electoral participation in 2009. It
began with a small experiment during the Jharkhand Assembly Elections, where ECI
initiated a process of dialogue with the people for enhanced and informed electoral
engagement. It was institutionalised as Systematic Voters’ Education and Electoral
Participation (SVEEP) in 2010.

Electors And Voters In National Elections corresponding to Census Data

1,210.85 (2011)
1100
1,028.74 (2001)

911.9
1000

846.43 (1991)
900

834
800

717
683.33 (1981) 671.4
In millions (1 million = 10 lakh)

700
619.5
605.8
592.5

600 548.16 (1971)

614.7
511.5
498.9

439.23 (1961)
554.1

500
400.3

361.08
356.2

(1951)
321.1

400
417.3
274.1

389.9
375.4
250.2

371.6
343.3

300
216.3
193.6

309
173.2

285.8
256.2

200
202.7
194.2
152.7

151.5

100
120.5

119.9
105.9

SVEEP JOURNEY

1951 1962 1971 1980 1989 1996 1999 2009 2019

1957 1967 1977 1984-85 1991-92 1998 2004 2014
Years

Elector Voter
Population
Elector: A person enrolled in the electoral roll.
Voter: An elector who cast his/her vote in an election.

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Adopting the motto of “Greater Participation for a Stronger Democracy” with the
diamond jubilee year celebrations in 2010, ECI expanded its mandate beyond the
traditional concept of election management. The focus was on the voters, the central
actors of democracy.
A range of policy initiatives, programmes and activities for the purpose of
empowering electors have evolved in the three phases of SVEEP implemented over
the past twelve years. Through this systematic intervention, gaps in registration and
voting were underlined and analysed, plans chalked out and implemented through the
election machinery of states and Union Territories leading to an increase in the number
of electors and voters. (Refer to the graph on previous page on number of Electors and
Voters corresponding to Census Data over the years).

1.2 Objectives
Systematic Voters’ Education & Electoral Participation is a multi-intervention
programme that reaches out to educate citizens about the electoral process in order to
increase their awareness & participation. It has the following objectives:

Increased electoral
participation through
voter registration and
turnout

Increasing qualitative
Objectives of participation in terms of
SVEEP ethical and informed voting
SVEEP JOURNEY

Continuous electoral
and democracy
education

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 National SVEEP 
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The programme is based on multiple general as well as targeted interventions which
are designed according to the socio-economic, cultural and demographic profile of the
state as well as the history of electoral participation in previous rounds of elections.

1.3 The Evolution

The SVEEP journey may be understood by the three phases it has travelled so far since
2009.

SVEEP I (2009 TO 2013) SVEEP II (2013 TO 2014) SVEEP III (2015 TO 2021)
1.3.1 SVEEP I (2009-2013)
The journey began with a comprehensive review of voter participation trends in 2009
Lok Sabha elections and the introduction of planned IEC (Information, Education and
Communication) interventions in the Jharkhand elections in end 2009. The learnings
and experiences along with a social appreciation of related issues resulted in the arrival
of SVEEP in 2010. The overarching framework of SVEEP strategy for voter registration
and participation named as IMF (Information, Motivation and Facilitation) comprised a
plethora of systematic interventions to involve people in the electoral process.
The first phase of SVEEP spread broadly from end 2009 to March 2013, and covered
17 general elections to state assemblies and three revisions of the Electoral Rolls. KAP
surveys were introduced for the first time as an evidence-based learning and design of
the communication and outreach interventions. CEOs were directed to implement State
Level SVEEP Plans and also to facilitate district level plans. Partnerships with educational
institutions, media and civil society were initiated to make the outreach wider.
ECI in 2011 decided to celebrate its foundation day, i.e., 25th January as National
Voters’ Day, with the objective to increase enrolment of voters, especially of the newly
eligible ones. The concept and practice of engaging national-icons for encouraging
people’s participation in the election process was introduced in this phase. EVM
awareness programmes were conducted at the lowest administrative unit level and
voters’ facilitation booths were set up at strategic locations such as haats, bazaars, and
community centres etc. Voter Helpline (1950) service was launched in all the districts
to facilitate the voters in getting right information on different electoral matters.
On-ground mobilisation campaigns by ECI and its field units overtook the election
SVEEP JOURNEY

campaign by political parties in innovation and scale.

1.3.2 SVEEP II (2013-2014)

SVEEP II strengthened the initiatives of SVEEP I. This phase of SVEEP involved a planned
strategy for a targeted approach towards meeting the voter registration and voter
turnout gaps. A structured framework was adopted including steps like identifying 10%
of the lowest turnout polling stations, polling station-wise situation analysis, planning

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and implementation of interventions, followed by evaluation and review at regular

intervals. It also included content development for voter education for different groups.
There was a pronounced emphasis on the supply side of SVEEP, particularly in providing
facilities at polling stations on the polling day. Lok Sabha Election 2014 was a major
landmark in the history and development of SVEEP during phase II.
SVEEP II worked meticulously on differentiated population segments in relation to
electoral participation. The programme also intensified the interventions on addressing
gender gap, youth disconnect and urban apathy countrywide. This phase witnessed
institutionalisation of the implementation structure and a wide range of effective
partnerships across all sectors for maximising outreach. Innovations made during
SVEEP I were taken up as standard practices during SVEEP II, while a whole new range
of innovations were introduced.
Lok Sabha 2014 elections saw a big jump in voter registration and voter turnout. The
total electorate in the country as per final published electoral rolls with reference to
01.01.2014 was approximately 834 million compared to 717 million in 2009, an increase
of approximately 117 million electors. There was a remarkable increase in the enrolment
of electors in the age group of 18 to 19 years. More than 23 million electors, who were
in this age group, constituted 2.88% of the total electors, against the 0.75% in 2009.
The Commission had encouraged the enrolment of transgender persons with their
gender written as “Others” in the Electoral Rolls since 2012. It was not surprising that
a landmark in the journey of SVEEP II was the record 66.44% turnout in 2014 Lok
Sabha elections, the highest in India’s history up until then. Many states witnessed
high registration and record turnout during this period with significant progress in
women’s participation, youth integration and notable remedies to urban apathy.

1.3.3 SVEEP III (2015-21)

Drawing on learnings from the Lok Sabha Election 2014, the SVEEP programme grew
further and introduced several new initiatives during this phase. SVEEP was reshaped
and strengthened for connecting people with the electoral process and empowering
them by way of information, motivation, facilitation with a focus on informed and
ethical voting.
Undertaking of micro surveys to understand voter behaviour, greater synergy with
partners, enhanced interaction with the citizens through social media, competitions,
SVEEP JOURNEY

online contests, voters’ festivals and use of ICT tools for outreach were some of key
components of SVEEP III. Moreover, targeted interventions were developed and
implemented for facilitating inclusion of all categories of eligible voters namely service
voters, overseas-voters, PwDs, women, youth, urban voters and marginalized groups
such as migrants, homeless, transgender and tribals.
Mainstreaming of electoral literacy was initiated by means of curricular and
extracurricular interventions through Electoral Literacy Clubs (ELCs) for future voters

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in schools and young voters in colleges; Chunav Pathshalas for communities and school
dropouts as well as Voter Awareness Forums (VAF) for Government Departments,
Institutions and Corporates. Additionally, community radio leveraging through NIOS
(National Institute of Open Schooling) and UNESCO, Web Radio - Hello Voters streaming
live 24*7 on ECI website, were a few noteworthy initiatives.
Measures such as the introduction of Electronically Transmitted Postal Ballot
System (ETPBS) for service voters stationed away from their place of residence, Assured
Minimum Facilities (AMFs) at each polling station, setting up of Model Polling Stations,
All Women Polling Stations and PwD Polling Stations across the country sought to
enhance voter participation during elections.
Technological advancements ushered an array of IT interventions like National
Voters Service Portal (NVPS), Voter Helpline App, SVEEP portal besides applications
such as cVIGIL and Know Your Candidate App to ensure informed elections. Social
media platforms including Facebook, Twitter, Instagram and YouTube were also utilized
to enhance the digital connect with voters.
Another important initiative included organizing competitions such as National
Elections Quiz (NEQ) of 2018 (13.63
lakh participants across 38,000
schools) and crowdsourcing of
creative content through National Technological advancements
Voter Awareness Contest (NVAC) of ushered an array of IT interventions
2022 (12.5 lakh participants) held
in SVEEP III like National Voters
across the country. National Voters’
Service Portal, Voter Helpline App,
Day was further expanded in scope
and reach to give awards for best
SVEEP portal besides applications
practices in electoral management. such as cVIGIL and Know Your
Partnerships and collaboration Candidate App.
with government ministries and
departments, PSUs, private sector,
media, and NGOs/CSOs were
undertaken. Global Knowledge Network VoICE.NET (Voter Information, Communication
& Education Network) and India AWEB Center were initiated to share resources and
expertise with other Election Management Bodies (EMBs) around the world. A large
SVEEP JOURNEY

number of knowledge sharing platforms were used for documenting innovation across
the world, developing publications for better reach and showcasing the work undertaken
by states and districts. Publications such as My Vote Matters, VoICE International and
the Journal of Elections were introduced to disseminate information nationally and
internationally.
Steady monitoring & evaluation of SVEEP programmes and activities on ground
helped ascertain which interventions were more impactful and identify the reasons

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behind the success/failure of any particular initiative. The analyses of these evaluations
were shared for further learning in order to help address the gaps during upcoming
elections.
Linked to the KAP ‘Baseline and Endline’ surveys and extant guidelines of the
Commission, comprehensive State SVEEP plans were prepared well in advance for the
General Election 2019, implemented and monitored in a meticulous manner to engage
citizens for maximizing their electoral participation.
A number of measures were taken to facilitate greater participation of PwDs and
Senior citizens. These included setting up of a National Advisory Committee (NAC)
to ensure accessible electoral process, appointment of Disability Coordinators in all
Assembly Constituencies, mapping of PwDs mapped polling station wise, arranging
AMFs such as separate queues, seating arrangement, wheelchairs, ramps, assistance
at polling stations, free conveyance to polling station for senior citizens and PwDs, sign

SVEEP 3
SVEEP 1 2015-21
2009-13 SVEEP 2
2013-14

2015-21
2009-13 • Online applications
• Electoral Literacy Club (ELC)
• Framework of IMF
• Accessibility
• Evidence-based
• Future voters
interventions for 2013-14 • Overseas electors
registration and turnout • Targeted approach for
Gender gap
• 360 degree national
different population campaign
Youth Indifference
segments: • Use of social and
Urban apathy
SVEEP JOURNEY

 New voters
digital media
• Mass mobilization Marginal segments
• Community-radio
• Partnerships Third gender
• EVM-VVPAT sensitization
• Launch of NVD Service electors
• Ethical & informed voting
• Focus on AMF • Knowledge sharing platforms
• Edutainment • Publications
• Publications

A roadmap of SVEEP over the years

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language volunteers and manning of PwD Polling Stations by officials and personnel
with disability to encourage PwD electors. (Refer to Annexure 1 for more details)
The Lok Sabha Election 2019 was a massive exercise in ensuring that every
citizen exercised his/her vote. A 360 degree national multimedia campaign, ‘Desh Ka
Mahatyohar’, was developed to reach out to the remotest regions of the country. To
maximise voter connect, all possible mediums of communication were harnessed. The
number of electors that was 834 million on the eve of 2014 general elections, increased
to 911 million ahead of Lok Sabha Election 2019. The 2019 elections witnessed a historic
voter turnout of 67.47% across 1 million polling stations. Women participation also
increased to an all-time high of 66.79% in 2019 reversing the gender gap by 0.17%
as compared to -1.46% in 2014 elections. In many states, the women voter turnout
exceeded that of men by a significant margin.
COVID-19 posed new challenges before EMBs across the world. Undeterred, ECI
redefined the electoral processes to address this challenge with the introduction of
Postal Ballot facility for PwDs, senior citizens, COVID-19 suspects and persons in
essential services as well as the development of a robust mechanism to ensure the
safety of the voter at the booth. Intensive SVEEP campaigns ensured that the electorate
was informed of the safety protocols and guidelines in place to encourage them to cast
their vote with confidence in a safe and secure environment following all guidelines and
protocols.

1.3.4 SVEEP (2022-25)

Since its inception in 2009, the SVEEP programme has grown by leaps and bounds, over
the past decade, across the country with a robust mechanism that supports electoral
awareness and participation activities from the national level to the grass-roots. In order
to address emerging challenges and the need for further enhancing voter participation
in coming years, the 4th phase of SVEEP has been envisaged.

Election Laws (Amendment) Act, 2021

One of the most important electoral reforms in one decade has been the Election Laws
(Amendment) Act, 2021 which was passed by both Houses
of Parliament, thereby amending several provisions of the
Representation of the People Acts, 1950 and 1951. It includes
SVEEP JOURNEY

provisions like replacing the single (January 1) qualifying date

every year for fulfilling minimum age requirement of 18 years
to be enrolled as a voter, with four qualifying dates (January
1, April 1, July 1 and October 1).
The Amendment also aims to improve the integrity of
the Electoral Roll by linking the Electors Photo Identification
Card Number (EPIC Number) with UID (Aadhar) in a

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secured manner thereby addressing the problem of duplicate/multiple entries in the

Electoral Roll. According to the ‘Representation of the People Act’, 1950 no person can
be registered as a voter in more than one constituency (Section 17) and, further, no
person can be registered more than once in any constituency for the purpose of voting
(Section 18).
Moreover the recent enactment ensures gender parity for spouses of service voters
at a time when many women are working in transferrable jobs, and their husbands stay
with them at the place of their posting. The gender-neutral word “spouse” has therefore
been used in place of ‘wife’. The landmark reforms need to be duly incorporated in the
SVEEP strategy.
Voter education for electoral participation has now acquired a new sense of
urgency. With several Assembly Elections as well as the Parliamentary Elections
2024 approaching, it is time to gear up. This is the broad context for framing up
the ‘National SVEEP strategy’ for the next 4 years. The endeavour will be to ensure
that no voter is left behind.
SVEEP JOURNEY

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 02 DEVELOPING
SVEEP
STRATEGY
 Need and Rationale for Development
of SVEEP
 Situation Analysis:
Literature Review
National and State SVEEP Action Plans
Elector Registration and
Voter Turnout Data
KAP Surveys Insights
IT and ICT Application Use
Audience Analysis
Gap Analysis

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 National SVEEP 
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S
VEEP strategy is informed by evidence and learning from the past. This chapter
describes at the outset, the rationale for developing the strategy and the evidence
used for situation analysis for SVEEP.

2.1 Need and Rationale for SVEEP Strategy

ECI in its endeavour to strengthen democratic spirit and enhance voter participation,
has been conducting a number of consultative meetings in the past on various critical
areas of election management. These included deliberations in eight Working Groups
of CEOs of all States/ UTs constituted in 2019, various National Conferences of CEOs
in the last three years and other consultations with key stakeholders.
At the National Conference of Chief Electoral Officers of all States and UTs conducted
in New Delhi on 3rd June 2019, thematic working groups were constituted to deliberate
in detail learnings from the Lok Sabha elections 2019 and identify areas of concern.
DEVELOPING SVEEP STRATEGY

Each working group made specific recommendations in a conference of CEOs convened

on 17th-18th February 2020. The recommendations of the Working Groups are given in
Annexure 2. These recommendations were useful in designing the SVEEP strategy.
A National Core Committee was constituted under the chairmanship of Shri Umesh
Sinha, Secretary General, ECI to facilitate formulation of the National Strategic Plan
for the 4th phase of SVEEP program. The Commission’s order dated 6th July, 2021
may be referred to at Annexure 3. The Committee comprising Seniors Officers of the
Commission and selected Chief Electoral Officers held four meetings on 9th August 2021,
17th November 2021, 10th February 2022 and 18th April 2022.
A number of consultations were undertaken during 2021-2022 which informed
the development of SVEEP strategy. These included National Conferences of CEOs of
States, consultations with poll gone/poll going states (inputs on initiatives from these
states have been compiled at Annexure 4), meetings with senior officers of ECI, SVEEP
Nodal Officers and other stakeholders.

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The need and rationale for the development of SVEEP strategy is described as
follows:
2.1.1 Expanded size, scale, scope, diversity and complexity of the electorate
2.1.2 Changing media landscape and media consumption habits
2.1.3 Greater expectations of voters and stakeholders
2.1.4 Need for enhancing voter participation
2.1.5 Addressing challenges to informed and ethical voting
2.1.6 Keeping pace with technological changes
2.1.7 Need for institutional strengthening of SVEEP effort
2.1.8 Greater use of research, evidence and new analytical tools
2.1.9 Responding to COVID-19
2.1.10 Qualitative voter participation

2.1.1 Expanded size, scale, scope, diversity and complexity of the

electorate
India is a diverse and complex democracy. During the timeframe of SVEEP i.e. by the
year 2025, Indian democracy and electoral system are bound to confront a far expanded
scale of operations with increasing complexities and diversities. The scale of the
electoral system is projected to be as follows:
• 100 Cr electors (one billion)
• 11,00,000 polling stations
• 1,50,00,000 election personnel
• 15,00,000 EVMs
• 15,00,000 VVPATs
The size and scale of this magnitude coupled with diversity and complexity of the
electorate would necessitate strategic planning and robust execution of SVEEP actions

DEVELOPING SVEEP STRATEGY

from booth to national level.

2.1.2 Changing media landscape and media consumption habits

There has been a massive change in the media landscape and people’s media
consumption habits. The social and digital media revolution has changed the media mix
and the components of the 360-degree media campaigns. Proliferation of TV channels,
OTT Platforms, mobile apps, universal access to internet, large-scale content production
(a large part also as User Generated Content), the sheer variety of influencers, the
problem of fake news, and a whole world of misinformation and disinformation on social
media is a reality now. This needs to be addressed in the coming years.
In the changing media scene, advances related to social media, statistical
packages and softwares for sentiment and discourse analysis require the attention of
voter education programmes in the coming years. There is also a need to expand social
media footprint of ECI, develop capacity for content development for social media

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and use of tools for better engagement of citizens particularly the youth to motivate
them for electoral participation.

2.1.3 Greater expectations of voters and stakeholders

The citizens - voters and stakeholders have an increased expectation from the election
machinery. The enhanced literacy levels, media access and increased political
awareness and awareness about rights and entitlements have influenced the public
discourse on elections. There have been demands for technology based solutions such
as remote or online voting to facilitate participation of migrants, NRIs etc. through
electoral reforms. SVEEP also has to gear up to deliver a proactive, agile response to
these enhanced expectations of voters.

2.1.4 Need for enhancing voter participation

There has been a significant increase in the voter turnout in elections (67.4%, highest
ever in Lok Sabha in 2019) but that also means about 1/3rd of the electorate did not vote.
A substantial number of young Indians who become qualified to be registered as voters
on turning 18 years of age often don’t register. There are visible gaps in participation
among women, urban populations, weaker sections and others in various parts of the
country owing to a range of factors. The goal of SVEEP should therefore be universal
participation of voters in the long run.

2.1.5 Addressing challenges to informed and ethical voting

Informed and ethical voting continues to face challenges such as undue
influence of money and muscle power. These are reflected in the KAP surveys and
other data sources such as Voters’ Helpline and grievance portal, etc. The challenges
to informed and ethical elections need to be addressed on a continuous basis in
DEVELOPING SVEEP STRATEGY

the coming years through appropriate strategies and actions in voter education
programmes.

2.1.6 Keeping pace with technological changes

The Election Commission has been a pioneer in leveraging cutting-edge technologies
to bring improvements in the electoral process. The introduction of EVMs,
computerisation of electoral rolls, ETPBS and citizen-centric portals and mobile apps
(which empowered voters and enhanced the transparency of the electoral process)
were duly promoted by SVEEP. The momentum of technological innovations in
electoral process is going to only increase in future, which means it would need to be
incorporated in future SVEEP campaigns all the time.

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2.1.7 Need for institutional strengthening of SVEEP effort

The mandate and scope of voter education have significantly expanded in nature and
scale over the years. The existing HR and resource structure may not be able to cope
with the increased demand for reach, visibility and impact. Future programming needs
to account for these factors. Coordination and convergence activities in the time to
come, will need specialised skills and competencies to strengthen the institutional
capacity to deliver optimum results.

2.1.8 Greater use of research, evidence and new analytical tools

There has been a need felt for increasing the use of research, datasets and evidence
for decision making for SVEEP interventions. More robust and advanced level of
quantitative and qualitative data analysis tools. Use of huge data and artificial
intelligence, machine learning and real time tracking are now available which can
provide sharper insights for planning for SVEEP.

2.1.9 Responding to COVID-19

COVID-19 has significant implications with respect to conduct of elections including
SVEEP activities. ECI has done commendable work to build confidence amongst the
voter and electoral machinery alike in the conduct of safe elections in COVID-19 times.
This issue will be a constant focus for voter education in coming years.

2.2 Situation Analysis

SVEEP strategy is informed by this situation analysis using the following evidence:

2.2.1 Literature Review

A large number of key reports, articles and research papers were reviewed in order

DEVELOPING SVEEP STRATEGY

to understand the situation. At national, state and district levels there has been a
large body of work that has been reviewed and studied to look at what has worked and
what are the issues and challenges. Strategic Plan 2016-2025, national and
international best practices, academic articles, research papers and reports from
India International Institute of Democracy and Election Management (IIIDEM),
International Institute for Democracy and Electoral Assistance (Int. IDEA), International
Foundation for Electoral Systems (IFES), ACE Electoral Knowledge Network, Association
of World Election Bodies (A-WEB), Centre for the Study of Developing Societies (CSDS),
and narrative reports of past elections were also reviewed in addition to publications/
journals and resources, media articles etc.

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Situation Analysis

1 Literature review

2 National and state SVEEP action plans

3 Data set: electoral registration, voter turnout

data, EP ratio, gender ratio, age cohort analysis

4 KAP surveys insights

5 Social media analysis

6 IT and ICT applications use

7 Audience analysis

8 Communication material content analysis

9 Gap analysis

2.2.2 National and State SVEEP Action Plans

A review of the national and state action plans and implementation reports, training
manuals and other resource materials was undertaken as part of the process to inform
the National SVEEP framework. State-specific electronic and print campaigns, music
DEVELOPING SVEEP STRATEGY

videos, targeted interventions especially with PwDs, first-time voters and senior
citizens were studied. Use of national, state and district icons, social mobilisation and
activities like rallies, garba, rangolis, tableau, exhibitions, mobile van deployments,
‘nukkad nataks’, flash mob, art and quiz competitions, use of folk media were duly
noted. Besides, voter helpline and mobile apps, special activities like NVD, SSR,
EVM-VVPAT display, use of social media etc. were studied. Special strategies
undertaken at various levels to address low turnout booths, high gender gap
booths, difficult areas, partnership and collaboration with media, CSOs and
government ministries and departments, activities during festivals, ‘special days’
and innovative activities were also taken note of.

2.2.3 Data Set

2.2.3.1 Electoral Registration and Voter Turnout Data
ECI has developed a very rich repository of national and state election data over

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the years. Having a closer look at this data especially for the last three Lok Sabha
elections and state elections provides a greater, wider, deeper insight into the
scenario of electors and voters behavioural patterns. The two major variables that are
looked at as the basic parameters are registration and turnout along with EP ratio,
gender ratio, youth participation and participation across states and regions.

Registration
• There has been an increase of approx 7.80 cr electors since 2014. This is not just
due to a natural increase in population and coming in the fold of new first-time
young voters but also numerous sections of society that have been engaged and
motivated through various intensive and innovative efforts employed by SVEEP.
These include mobilisation through special drives, targeted interventions,
partnerships, ELC, SSR, NVD, and policy changes. The table below shows the total
number of electors from the first General Election to the 17th General Election.

Total Electors over the years

Lok Total Lok Total

Election Year Election Year
Sabha Electors Sabha Electors

1st 1951-52 17,32,13,635 10th 1991-92 51,15,33,598

2nd 1957 19,36,52,179 11th 1996 59,25,72,288

3rd 1962 21,63,61,569 12th 1998 60,58,80,192

4th 1967 25,02,07,401 13th 1999 61,95,36,847

DEVELOPING SVEEP STRATEGY

5th 1971 27,41,89,132 14th 2004 67,14,87,930

6th 1977 32,11,74,327 15th 2009 71,69,85,101

7th 1980 35,62,05,329 16th 2014 83,40,82,814

8th 1984-85 40,03,75,333 17th 2019 91,19,50,734

9th 1989 49,89,06,129

Voter turnout
The 2019 Lok Sabha elections witnessed the highest ever voter turnout at 67.4%. This
election shows the sustained power of SVEEP and other election management processes
leading to addition of over 7 Cr electors and increase of approximately 6 Cr Voters.

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Voter Turnout in Lok Sabha Elections over the years

Election Voter Turn- Election Voter Turn- Election Voter Turn-

Year out % Year out % Year out %

1951-52 45.67% 1980 56.92% 1999 59.99%

1957 47.74% 1984-85 64.01% 2004 58.07%

1962 55.42% 1989 61.95% 2009 58.21%

1967 61.04% 1991-92 55.88% 2014 66.44%
1971 55.27% 1996 57.94% 2019 67.40%
1977 60.49% 1998 61.97%

The last three Lok Sabha elections have shown a significant improvement in most of
the key ratios (Refer to the table below for details). In 2019 LS elections, voter turnout
percentage was the highest ever with gender gap being at its lowest since the first
general elections.

Comparative voter turnout in last three LS elections

Indicators LS 2009 LS 2014 LS 2019

Total Votes polled in the Lok
41.73 crore 55.42 crore 61.47 crore
Sabha Elections

Total Electorate 71.70 crore 83.41 crore 91.19 crore

DEVELOPING SVEEP STRATEGY

Total Voter Turnout percentage 58.21 % 66.44 % 67.40 %

Women Turnout (as percentage

55.82 % 65.54 % 67.18 %
of total women electors)

Male Turnout 60.24 % 67.00 % 67.02 %

Gender Gap 4.42 % 1.46 % -0.16 %

Turnout by region, states

The voter turnout map given ahead suggests participation was higher along the
eastern coast of the country, across the north east and in the south. This has been
the case for long. The state wise turnout data also provides us insight into some of

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the key states where the turnout was below national average. Given these variations
and diversity, SVEEP strategy looks to understand these data in a deeper sense and
design a robust and bold strategy to address new and emerging challenges like issues
arising out of COVID-19 and some of the old perennial ones like gender, youth, urban
apathy and low voter turnout in some states and constituencies.

Women Voter trends and analysis

Women voters can give a decisive edge to electoral outcomes. This has been evident for
a while now with the sharp rise in women voter turnouts in state and national elections.
In the 2019 Lok Sabha elections, the percentage of women who turned out to vote
marginally outstripped men for the first time.
In the recently concluded state legislative assembly elections held amidst the
pandemic, women voter turnout exceeded that of men in eight states out of eleven
namely in Goa, Manipur, Uttar Pradesh, Uttarakhand, Assam, Puducherry, West Bengal
and Bihar. In the other three states namely Punjab, Tamil Nadu and Kerala - voter
turnout difference between men and women was miniscule (less than 0.5%).

2.2.3.2 Gender Ratio

In the electoral roll, the gender ratio refers to the number of female electors per
1000 male electors. The sex ratio is the ratio of males to females in a population and
calculated as the number of females per 1000 males. It is a sort of socio-demographic
pointer on the balance between men and women in the population. Comparison of
Elector Gender Ratio in each State/UT during General Election to Lok Sabha 2019 and
General Election to Lok Sabha 2014 (Refer to the map) depicts that the gender ratio has
shown a positive trend in recent elections which has increased to 926 with the bridging
of the gender gap in Lok Sabha 2019 elections (Refer to the table below).

DEVELOPING SVEEP STRATEGY

Gender Ratio

Election Elector Election Elector Election Elector

Year Gender ratio Year Gender ratio Year Gender ratio

1971 910 1991-92 902 2009 913

1977 923 1996 913 2014 908

1980 920 1998 913 2019 926

1984-85 925 1999 913

1989 940 2004 921

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Voter Turnout % (State Wise)

JAMMU
&
2014 - 49.72%
2019 - 44.97%
General Election 2019 vs 2014
KASHMIR -4.75%

Voter Turnout
All India Voter % (State/UT
Turnout 2019 : 67.40% wise)
All India Voter Turnout 2014 : 66.44%
JAMMU 2014 - 49.72% 0.96%
General Election 2019 vs 2014
& HIMACHAL
2019 - 44.97%
KASHMIR -4.75%
PRADESH +ve -ve
2014 - 64.45%
PUNJAB
2019 - 72.42%
≥All
2 India
2 toVoter
0 0Turnoutto -2 ≤2019
-2 : 67.40%
(% per State/UT)
7.97%
2014 - 70.63%
2019 - 65.94%
All India Voter Turnout 2014 : 66.44%Total State/UT
-4.69% 0.96% 36
CHANDIGARH
HIMACHAL
UTTARAKHAND
2014 - 61.67%
9 8 9 10
2014 - 73.71%
2019 -PRADESH
70.61% 2019 - 61.88% +ve -ve
2014 - 64.45% 0.21%
-3.10% (% per State/UT)
PUNJAB
2019 - 72.42%
≥2 2 to 0 0 to -2 ≤ -2 2014 - 79.12%
HARYANA 7.97% DELHI SIKKIM
2014 - 70.63%
2014 - 71.45%
2019 - 65.94% 2014 - 65.10% 2014 - 83.64% Total State/UT20192.99%
- 82.11%

-4.69%2019 - 70.34% 2019 - 60.60% 2019 - 81.41%

-1.11%
CHANDIGARH -4.50% UTTARAKHAND
9 8 9
-2.23% 10 36
ARUNACHAL
2014 - 73.71% 2014 - 61.67% PRADESH
2019 - 70.61% 2019 - 61.88%
-3.10% 0.21%
2014 - 79.12%
HARYANA DELHI SIKKIM
UTTAR PRADESH 2014 - 80.12% 2019 - 82.11%
RAJASTHAN 2014 - 71.45% 2014 - 65.10% 2014 - 83.64% NAGALAND
2014 - 63.11% 2019 - 70.34% 2019 - 60.60% 2014 - 58.44% 2019 - 81.41% ASSAM 2019 - 81.60% 2.99% 2014 - 87.91%
2019 - 66.34% -1.11% 2019 - 59.21% -2.23% 1.48%
ARUNACHAL 2019 - 83.00%
-4.50% 0.77%
3.23% BIHAR PRADESH -4.91%
2014 - 56.26%
MEGHALAYA
2019 - 57.33% MANIPUR
1.07% 2014 - 68.80% 2014 - 79.75%
UTTAR PRADESH 2019 - 71.43% 2014 - 80.12%2019 - 82.69%
RAJASTHAN NAGALAND
2014 - 63.11% 2014 - 58.44% ASSAM 2019 - 81.60% 2.94%
2.63% 2014 - 87.91%
2019 - 66.34% 2019 - 59.21% 1.48% 2019 - 83.00%
0.77% BIHAR -4.91%
3.23% TRIPURA
JHARKHAND2014 - 56.26% MIZORAM
GUJARAT 2019 - 57.33% 2014 MEGHALAYA
- 84.92%
2014 - 63.82% WEST BENGAL 2019 - 82.40% MANIPUR
2014 - 61.95%
2014 - 63.66% 2019 - 66.80%
2019 - 64.51% MADHYA PRADESH 1.07% 2014 - 82.22% 2014 - 68.80%
-2.52%
2014 - 79.75%
2019 - 63.14%
2014 - 61.61% 2.98% 2019 - 81.76% 2019 - 71.43% 2019 - 82.69%
0.85% 1.19%
2.94%
2019 - 71.20% -0.46% 2.63%
9.59%
CHHATTISGARH TRIPURA
2014 - 69.39% JHARKHAND 2014 - 84.92% MIZORAM
GUJARAT 2014 - 63.82% WEST BENGAL
2019 - 71.64% 2019 - 82.40% 2014 - 61.95%
2014 - 63.66% 2019 - 66.80% 2014 - 82.22%
2019 - 64.51% MADHYA PRADESH 2.25 % -2.52% 2019 - 63.14%
2014 - 61.61% 2.98% 2019 - 81.76%
0.85% ODISHA 1.19%
2019 - 71.20% -0.46%
DAMAN & DIU MAHARASHTRA9.59% 2014 - 73.79%
2014 - 78.01% DADRA & 2019 - 73.29%
2019 - 71.85% 2014 - 60.32% CHHATTISGARH
NAGAR HAVELI 2019 - 61.02% 2014 - 69.39% -0.5%
-6.16% 2014 - 84.09% 0.70% 2019 - 71.64%
2019 - 79.58%
-4.51% 2.25 %
ODISHA
DAMAN & DIU MAHARASHTRA 2014 - 73.79%
2014 - 78.01% DADRA & 2019 - 73.29%
2019 - 71.85% 2014 - 60.32%
NAGAR HAVELI 2019 - 61.02% TELANGANA -0.5%
-6.16% 2014 - 84.09% 0.70%
2019 - 79.58% 2019 - 62.77%
-4.51%

TELANGANA
2019 - 62.77%
GOA ANDHRA
2014 - 77.06% PRADESH
2019 - 75.14% 2014 - 74.64%
-1.92% 2019 - 80.38%
KARNATAKA Combine data for
2014 - 67.20% AP & TEL 2019 - 72.80%
2019 - 68.81% -1.84
GOA 1.61% ANDHRA
2014 - 77.06% PRADESH
2019 - 75.14% 2014 - 74.64%
-1.92% 2019 - 80.38%
DEVELOPING SVEEP STRATEGY

KARNATAKA Combine data for

2014 - 67.20% AP & TEL 2019 - 72.80%
2019 - 68.81% -1.84
1.61% PUDUCHERRY
2014 - 82.10% ANDAMAN & NICOBAR ISLANDS
TAMIL NADU 2019 - 81.25% (INDIA)
KERALA 2014 - 73.74% -0.85% 2014 - 70.67%
2014 - 73.94% 2019 - 72.44% 2019 - 65.12%
2019 - 77.84% -1.30% -5.55%
3.9% PUDUCHERRY
LAKSHADWEEP 2014 - 82.10% ANDAMAN & NICOBAR ISLANDS
(INDIA) TAMIL NADU 2019 - 81.25% (INDIA)
2014 - 86.62% 2014 - 73.74% -0.85%
2019 - 85.21% KERALA 2014 - 70.67%
2014 - 73.94% 2019 - 72.44% 2019 - 65.12%
-1.41%
2019 - 77.84% -1.30% -5.55%
3.9%
LAKSHADWEEP
(INDIA)
2014 - 86.62%
2019 - 85.21%
-1.41%

* Jammu & Kashmir State now reorganized and have become two Union Territories, namely Jammu
& Kashmir and Ladakh. (The Jammu & Kashmir Reorganization Act, 2019.)
* Dadra And Nagar Haveli, and Daman and Diu Union Territories have now been merged and form
one Union Territory namely Dadra and Nagar Haveli And Daman And Diu.( The Dadra And Nagar
Haveli And Daman And Diu (Merger of Union Territories) Act, 2019.)

* Map not to scale.

* All data pertains to General Elections of Lok Sabha 2019 as provided in the index Cards approved LEGEND
* Map not to Scale.
byLokReturning
* For Sabha Elec�onOfficers.
2014 data, Andhra Pradesh data includes Telangana as well. State Boundary
* All data pertains to General Elec�ons of Lok Sabha 2019 and 2014 as provided in the Index Cards approved by Returning Officers.

26
LEGEND
* Map not to Scale.
* For Lok Sabha Elec�on 2014 data, Andhra Pradesh data includes Telangana as well. State Boundary
* All data pertains to General Elec�ons of Lok Sabha 2019 and 2014 as provided in the Index Cards approved by Returning Officers.

SVEEP Strategy 27-09-2022.indb 26 12-10-2022 14:01:11

 National SVEEP 
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Elector Gender Ratio

JAMMU
&
KASHMIR
2014 - 894
2019 - 911
17
Elector Gender
General Election 2019 vsRatio
2014

(State/UT
All India wise)
All India Elector Gender Ratio for 2019 : 926
Elector Gender Ratio for 2014 : 908
18
JAMMU
&
2014 - 894
HIMACHAL
2019 - 911
PRADESH
General Election 2019 vs
+ve -ve 2014in Gender Ratio
(Change
KASHMIR 201417
- 944
2019 - 957 ≥ 21 20 - 11 10 - 0 <0 from 2014 to 2019)
PUNJAB
2014 - 899 13 All India Elector Gender Ratio for 2019
Total: 926
State/UT
2019 - 889 All India Elector Gender Ratio for 2014 : 908
-10 CHANDIGARH UTTARAKHAND
2014 - 901 12 12 7 5 36
18
2014 - 844
2019HIMACHAL
- 890 2019 - 896
46
PRADESH -5 +ve -ve (Change in Gender Ratio
2014 -DELHI
944 2014 - 1,001
PUNJAB
HARYANA2019 -2014 957 - 803 ≥ 21 20 - 11 10 -
SIKKIM 0 <0 from 2014 to 20192019)
- 1,010
2014 - 847 2019 - 818 2014 - 941
2019 - 858
2014 - 899 13 2019 - 955 Total State/UT10
2019 - 889 12 15 ARUNACHAL
14
PRADESH
-10 CHANDIGARH UTTARAKHAND
2014 - 901 12 12 7 5 36
2014 - 844
2019 - 890 2019 - 896
46 -5 UTTAR PRADESH
DELHI 2014 - 827 2014 - 929 2014 - 1,001 NAGALAND
RAJASTHAN HARYANA 2019 - 848 SIKKIM ASSAM 2019 - 953 2019 - 1,010 2014 - 970
2014 - 803
2014 - 847 2014 - 941 23
2014 - 898 2019 - 858
2019 - 818 21 2019 - 955 10 2019 - 973
2019 - 915 15 BIHAR ARUNACHAL 3
12 14
17 2014 - 870 MEGHALAYA PRADESH
2019 - 890 2014 - 1,015 MANIPUR
20 2019 - 1,016 2014 - 1,036
UTTAR PRADESH 1 2019 - 1,035
2014 - 827 2014 - 929 -2 NAGALAND
2019 - 848 2019 - 953
RAJASTHAN TRIPURA ASSAM 2014 - 970
2014 - 898 21 2014 - 962 23 2019 - 973
2019 - 915 JHARKHAND 2019 - 967 MIZORAM 3
GUJARAT
MADHYA PRADESH 2014 - 900 BIHAR 2014 - 1,028
2014 - 913 17 2019 - 909 2014 - 870 WEST BENGAL 6
MEGHALAYA 2019 - 1,041
2019 - 925 2014 - 901 2019 - 890 2014 - 1,015 MANIPUR
9 2014 - 922 13
2019 - 919 20 2019 - 947 2019 - 1,016 2014 - 1,036
12
18 25 1 2019 - 1,035
-2
TRIPURA
CHHATTISGARH JHARKHAND 2014 - 962
2019 - 967 MIZORAM
GUJARAT 2014 - 974 2014 - 900
ODISHA 2014 - 1,028
MADHYA PRADESH 6
2014 - 913 2019 - 995 WEST BENGAL
2019 - 925 2014 - 901 20142019
- 921- 909 2019 - 1,041
DAMAN & DIU 20 2019 - 9519 2014 - 922 13
2019 - 919 2019 - 947
12 - 961
2014 DADRA & 29
2019 - 996 18 25
NAGAR HAVELI MAHARASHTRA
34 2014 - 851 2014 - 889
2019 - 888 2019 - 910
37 21 CHHATTISGARH
2014 - 974 ODISHA
2019 - 995
2014 - 921
DAMAN & DIU 20 2019 - 951
2014 - 961 DADRA & 29
2019 - 996 NAGAR HAVELI MAHARASHTRA TELANGANA
34 2014 - 851 2014 - 889 2014 - 987
2019 - 888 2019 - 910 2019 - 990
37 21 3

GOA ANDHRA
TELANGANA
PRADESH
2014 - 1,008
2019 - 1,043 2014 - 987
2014
2019 -- 987
990
35 KARNATAKA 2019 - 1,018
3
31
2014 - 959
2019 - 977
18

GOA ANDHRA
2014 - 1,008 PRADESH

DEVELOPING SVEEP STRATEGY

2019 - 1,043 2014 - 987
35 KARNATAKA 2019 - 1,018
2014 - 959 31
2019 - 977 PUDUCHERRY
2014 - 1,086 ANDAMAN & NICOBAR ISLANDS
18 TAMIL NADU (INDIA)
2019 - 1,118
2014 - 999 32 2014 - 886
2019 - 1,021 2019 - 881
KERALA -5
2014 - 1,073 22
2019 - 1,058
LAKSHADWEEP -16
(INDIA)
PUDUCHERRY
2014 - 963 ANDAMAN & NICOBAR ISLANDS
2019 - 967 2014 - 1,086
TAMIL NADU 2019 - 1,118 (INDIA)
4 2014 - 886
2014 - 999 32
2019 - 1,021 2019 - 881
KERALA -5
2014 - 1,073 22
2019 - 1,058
LAKSHADWEEP -16
(INDIA)
2014 - 963
2019 - 967
4

* Jammu & Kashmir State now reorganized and have become two Union Territories, namely Jammu &
Kashmir and Ladakh. (The Jammu & Kashmir Reorganization Act, 2019.)
* Dadra And Nagar Haveli, and Daman and Diu Union Territories have now been merged and form one
Union Territory namely Dadra and Nagar Haveli And Daman And Diu.( The Dadra And Nagar Haveli And
Daman And Diu (Merger of Union Territories) Act, 2019.)

* Map not to scale.

* All data pertains to General Elections of Lok Sabha 2019 as provided in the index Cards approved by LEGEND
* Map not to Scale.
Returning
* For Officers.
Lok Sabha Elec�on 2014 data, Andhra Pradesh data includes Telangana as well. State Boundary
* All data pertains to General Elec�ons of Lok Sabha 2019 and 2014 as provided in the Index Cards approved by Returning Officers.

* Map not to Scale.

* For Lok Sabha Elec�on 2014 data, Andhra Pradesh data includes Telangana as well.
* All data pertains to General Elec�ons of Lok Sabha 2019 and 2014 as provided in the Index Cards approved by Returning Officers.
LEGEND
State Boundary 27
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 National SVEEP 
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2.2.3.3 Elector Population Ratio

The EP Ratio is equal to the total number of registered electors divided by the total
population of the State. As a reference this is compared to the Census projections of
total population for the year of the analysis. In simple terms it refers to the proportion
of the population of people who are 18 years of age and more in the total population.
A very high EP ratio may indicate the presence of duplicate names in the Electoral
Rolls while a very low EP ratio may point to the need to include missing but eligible
persons as electors.

2.2.3.4 Age Cohort Analysis

The electoral rolls are analysed to get the number of electors in each age group
(18-19 years; 20-29 years; 30-39 years and so on). These are then compared with
the Census figures to identify which age groups require focus in terms of higher
registrations and which require focus in terms of removing duplications or no longer
valid entries. The annual analysis of every other age group is done in cohorts of 10 years,
but that of young and new electors is done in the age cohort of 18-19 years. This enables
the election machinery to focus their efforts on enrolling this age group immediately
on their attaining eligibility. The map on the following page depicts state-wise age
cohorts of 18-29 years.

2.2.4 KAP Surveys Insights

KAP surveys (baseline and endline) are undertaken to understand the reasons for gaps
in electoral participation, both at the enrolment stage and voting; to understand the
underlying reasons for low voter turnout in previous election in the State and to identify
the barriers to voting; to identify the demographics of elector segments with lower
enrolment, and lower participation during polls; to understand effectiveness of various
DEVELOPING SVEEP STRATEGY

formal & non-formal media vehicles; to suggest logical and plausible measures to
ensure higher enrolment and higher voter turnout based on the outcome of the survey.
During the process of SVEEP strategy formulation, a closer look was taken at the
KAP surveys done before and after 2019 Lok Sabha elections as well as at the KAP surveys
done at the time of state Assembly elections which took place in 2018 (Rajasthan,
Chhattisgarh), 2020 (Bihar, Delhi) those in 2021 (Assam, West Bengal, Kerala, Tamil
Nadu, Puducherry) and elections held in 2022 (Goa, Punjab, Manipur, Uttar Pradesh,
Uttarakhand). Some states have done a detailed and rigorous exercise of conducting the
baseline and endline KAP survey through an external agency. It was noted that the KAP
survey tool was modified to reflect the challenges posed by COVID-19. The data generated
through these surveys were very useful for designing the SVEEP communication
campaigns and activities as well as for evaluation by comparison between baseline and
endline.
The key findings from these KAP surveys are as follows:

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Age Cohort 18-29 Years

JAMMU May 2019
&
KASHMIR ≥ 35 35 - 30 30 - 25 25 - 24 < 24 (% per State/UT)
Total State/UT
4 5 10 7 10 36
HIMACHAL
PRADESH

CHANDIGARH
PUNJAB
UTTARAKHAND
HARYANA ARUNACHAL
PRADESH
DELHI
SIKKIM

RAJASTHAN UTTAR PRADESH ASSAM NAGALAND

MEGHALAYA
BIHAR
MANIPUR

TRIPURA
JHARKHAND
MIZORAM
GUJARAT WEST BENGAL
MADHYA PRADESH

CHHATTISGARH

DAMAN & DIU

DADRA & MAHARASHTRA ODISHA
NAGAR HAVELI

TELANGANA

GOA ANDHRA
KARNATAKA PRADESH

DEVELOPING SVEEP STRATEGY

PUDUCHERRY

TAMIL NADU ANDAMAN & NICOBAR ISLANDS

(INDIA)
KERALA
LAKSHADWEEP
(INDIA)

* Jammu & Kashmir State now reorganized and have become two Union Territories, namely Jammu & Kashmir and Ladakh. (The Jammu &
Kashmir Reorganization Act, 2019.)
* Dadra And Nagar Haveli, and Daman and Diu Union Territories have now been merged and form one Union Territory namely Dadra and
Nagar Haveli And Daman And Diu.( The Dadra And Nagar Haveli And Daman And Diu (Merger of Union Territories) Act, 2019.)
LEGEND
* *Map
Mapnotnotto
toscale.
Scale. State Boundary
* *All
Alldata
data pertains
pertains to
to General
General Elec�ons
ElectionsofofLok
LokSabha
Sabha2019 as provided
2019 in theinIndex
as provided CardsCards
the index approved by Returning
approved Officers.Officers.
by Returning

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• The LS elections voter turnout patterns are different from the state assembly
election voter turnout even if they were conducted simultaneously.
• Knowledge variables vary across states. Some of the states have shown good
knowledge and awareness on variables such as verifying vote on VVPAT, Braille
provision in EVM, correct date for qualifying for registration.
• Attitude variables point out that a very large number of voters see voting or the
reasons for voting as a “right” and a “duty”. Interestingly a significant number of
respondents see voting as a cumbersome chore and showed no interest towards
participation in elections in future as well.
• Some of the states have a low to medium exposure and recall for the SVEEP, IT/
ICT and communication activities and the probable causative factors are low
frequency, quality and appeal of the messages/efforts and other issues related
to migration, registration, money/muscle power and some scepticism due to
negative news and views from the family, friends and community.
• There are significant number of barriers and mindsets about voting that need
closer attention.
• The analysis of KAP survey findings should guide the planning and strategy for
SVEEP.
• There is a need for taking a relook at the survey tool and methodology of KAP.

2.2.5 Social Media Analysis

ECI forayed into social media in 2016 and the experiment was scaled up in January 2018
with ECI formally launching its official Facebook Page. A dedicated Twitter handle of
the spokesperson to give updates to media already existed but otherwise there was no
other presence on any other social media platform. Ahead of Lok Sabha Election, the
Commission decided to launch the Twitter handle and Instagram page in January 2018
DEVELOPING SVEEP STRATEGY

specifically for voter education and outreach @ecisveep. There has been enhanced
engagement and coordination with regular monitoring of CEO and DEO websites and
social media accounts as well.
During the last one year i.e from April 2021 to May 2022, the @ecisveep Twitter
handle has posted 1195 tweets generating a total of approx 12.8 million impressions.
Engagement reached its peak during election months (Jan-Mar, 2022) recording over
56.7 lakh profile visits and 3.38 lakh mentions with addition of over 50,000 followers.
In the past year, ECI’s YouTube channel has gained 26,000 subscribers. In this period
ECI’s videos were watched 2.5 million times on YouTube with 66.7K (in hours) of watch
time generating a total of 24.7 million impressions. ECI’s Instagram account is also
catching up with latest trends with creative reels being shared as part of the National
Voter Awareness Contest. Currently there are 48,000 followers on the Instagram handle.
In the last one year (i.e. from April 2021 to May 2022), ECI’s Facebook page has gained
4,083,326 reach, 349,693 page visits and 38,219 new likes.

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The data and analysis generated for social media engagement is limited. Although,
with increase in subscribers, followership and engagement, there is a huge scope for
further improvement. Presently, most of the Chief Electoral Officers are present on
platforms like Facebook, YouTube, Twitter, Instagram; however more focus needs to
be given to enhance the reach and engagement of their platforms so that voters and
stakeholders including media have a direct relation with the CEOs/DEOs.
The above analysis was taken into account for SVEEP planning.

2.2.6 IT and ICT Application Use

Various technological tools have enabled the Commission
to bring in more efficiency, widespread reach, and greater
accountability in the conduct of free and fair elections in
recent times. There are several apps that directly reach out
to the citizens like the Voter Helpline app, PwD app, KYC app,
cVIGIL app and Voter Turnout app which the voter education
programme has actively publicised and popularised. The data
analytics on their usage patterns as well as feedback tells us a great
deal about the process, the interface, the engagement success and challenges. These
apps have served a very good purpose for voters to reach out to ECI with queries,
clarifications, information and even complaints and grievance redressals. The feedback
and engagement data also provided the process with rich insights. IT/ICT and mobile
applications are at an evolving stage and are growing and taking on more engaging
dynamics that will require greater analytics and feedback loops. Although, at present,
numerous applications are being updated, their use is still relatively limited.

2.2.7 Audience Analysis

DEVELOPING SVEEP STRATEGY

The voter education programme has been using a broad target audience segmentation
using demographic and geographic variables. The voter is not a homogenous entity.
Targeted interventions that the SVEEP strategy uses are very useful and are based on
practical audience segmentation. SVEEP has addressed segments such as women,
youth, urban, rural, PwD and senior citizens among others. Understanding the
audience has been the hallmark of the SVEEP initiative. It is pertinent that SVEEP
strategy dwells for a deeper, wider and nuanced understanding of various dimensions
of the audience segments and sub-segments. Better and sharper understanding of
the voter from his/her perspective calls for a robust theoretical and evidence-based
foundation of SVEEP. KAP surveys also base the research on audience segments and
their knowledge, attitudes and practices. Another interesting aspect for the audience
analysis is distinguishing between the voter and the non-voter.

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2.2.7.1 Profile of the voter and the non-voter

Understanding the profile of the non-voter is very crucial as there are about 33%
(approx. 29 Cr) of the people who did not vote in LS elections 2019. There have been
attempts to understand the citizens who have been voters as the data is available and has
been studied and analysed. But there are a significant number of electors who are non-
voters, and it is equally important to understand them as well. The voter turnout analysis
also sheds light on the number and percentage of the non-voters but understanding
the profiles and personas of the non-voter will provide a great insight into the reasons,
rationales, barriers, challenges and issues. Some of these aspects are highlighted in
the KAP surveys. An analysis of voting percentages must focus on both macro and micro
data which will aid in narrowing down the problem areas to a great extent. These gaps
need to be understood in greater depth and then addressed appropriately and with new
messages and approaches for SVEEP.

2.2.8 Communication Material Content Analysis

A lot of content through a variety of media and other platforms has been created in
SVEEP over the years. The content analysis of the communication material, activities
and events indicate the use of the following words and expressions as a central element
to the effort. These are:
i. Use of key words and expressions: Words such as free, fair, inclusive,
accessible, secure, safe, transparent, ethical, informed, vigilant, celebrate,
right, responsibility, duty, power, festival, democracy, empowered are used.
ii. Connecting visuals: The visuals are related to Indian people in different parts
of the country in their natural setting and traditional dresses. Also people with
their Voter card/ inked finger and at the booth are showcased.
iii. Regional and geographical variation: Culture and tradition based variations
DEVELOPING SVEEP STRATEGY

are adopted in the pictures and words used, even as centrally prescribed and
approved communication designs and approaches to content are followed.
iv. Emphasis on targeted groups: Focus on the celebration of democracy,
accessibility, registration and voter participation especially with women,
elderly, PwD, young voter and third gender is emphasised in visual elements.
v. Evidence base and insight for message development: The evidence from
KAP surveys, media reports, feedbacks and reviews shed light on the barriers,
blocks, bottlenecks faced by citizens during their voting and registration
experience. These are taken into account while developing effective
messages especially aimed at low and “missing” voter turnout booths and
constituencies.
The above content analysis was noted for devising suitable action relating to media
outreach during SVEEP.

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2.2.9 Gap Analysis

Review of reports, KAP surveys, rapid surveys as well as other research and inputs from
states and partners have clearly shown significant achievements for SVEEP but has
also pointed out a number of gaps that are internal, external, physical and operational
at national, state, district and ground level. A rapid exercise was undertaken with
states on what they saw as a challenge and gap at the state level and what are the
expectations of voter. SVEEP strategy has tried to understand these further and
devise appropriate responses to address these gaps and challenges. Some of the key
gaps identified are as follows:
i. Lack of use of evidence in planning interventions: Often, there is a focus on
activities, material production, organising visibility focused events etc which
may not necessarily be based on data analysis and may not facilitate meeting
the objectives of the voter education programme. Booth as the hub of voter
education and outreach did not find adequate reflection in the existing reports
reviewed. Additionally, low voter turnout segments and areas did not feature as
the primary focus of action in SVEEP plans reviewed.
ii. Low SVEEP communication initiatives recall: The “recall” of the SVEEP
communication efforts is weak as reflected in some of the KAP surveys. The
need for more engaging campaigns and better use of media was highlighted.
iii. Content and creatives produced could be sharper: The focus of the content
and creatives is good in terms of providing “information” but could be better on
engaging and empowering material. Challenges in adoption of these materials
locally in the local cultural context is also cited as an issue and gap.
iv. Use of KAP Research findings and data analysis: There are gaps in conducting
and utilising the KAP surveys (Baseline and Endline) findings and other data
already available for use in strategy formulation. Moreover, the KAP tools and

DEVELOPING SVEEP STRATEGY

methodology need updation.
v. Need for continuous and synergetic activity: SVEEP activity is often carried
out during the election and SSR period - it is not always a continuous and
synchronised activity on the ground. Therefore, activities during the non-
election period need to be planned and implemented regularly.
vi. Low subscription and utilization in social media and IT: The engagement level
for ECI social media platform use can be much greater, given the population
and overall social media user base and growth in numbers projected in the
future as well. This is a challenge and gap at state and district level as well.
IT/ICT and mobile apps active access and use and engagement is low. There are
gaps in promoting and popularising these apps.
vii. Forging and leveraging partnerships and collaborations: The huge potential
and opportunity for greater and wider partnership and collaboration with

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government, private sector, Media and CSOs needs more attention, both at
central and state levels.
viii. Capacity building and training for SVEEP: Planned and systematic capacity
building and training for SVEEP for different levels of officers, functionaries
and partners needed attention. Most of the stakeholders consulted during
formulation of SVEEP strategy highlighted this as a gap and suggested a
thorough training-needs assessment with a review of training modules and
structures. Systematic collaboration with IIIDEM was found to be lacking.
ix. Inadequate HR Set-up: There is a need to revamp the HR set-up at booth level
besides strengthening the existing structure at national, state and district
levels. Professionals/experts need to be deployed.
x. Budgetary allocations: The process of financial allocation and budgeting for
SVEEP needs a review and recalibration based on need, action plan prepared
and the performance and additional fund requirements not fully met.
xi. Media asset management system: The communication, media and training
materials need to be indexed and kept for easy reference, retrieval and usage.
There is a need for a media asset management system to be developed for
national, state and district level material.
xii. Systematic monitoring and evaluation: A mechanism needs to be in place for
online, real-time monitoring on a monthly basis and independent evaluation
of SVEEP strategies, activities and impact. The coordination with districts on
operations of SVEEP required a closer look.
xiii. Internal coordination in related ECI Divisions: There are several other ECI
Divisions that positively affect voters’ education. These include IIIDEM, IT/
ICT and Statistics Division among others. A better coordination system &
mechanism is required for better efficiency.
DEVELOPING SVEEP STRATEGY

xiv. Documentation and Dissemination: There is a need for more documentation

of good practices at the central level as well as also at state, district
constituency and booth level. These stories and innovations need to be more
visible in the websites, social media and digital media platforms.

Summing up
The analytical and evidence based groundwork described above provided a perspective
and foundation for developing the SVEEP strategy given in detail in the following
chapters. Using these inputs and analysis, the National SVEEP strategy has attempted
to find answers and suggested actions to address the gaps in the three years ahead.

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 03 STRATEGIC
FRAMEWORK
 Vision, Goal and Objectives
 IMF-EEE Framework
 Triad of Focus:
Voter Focus
Booth Focus
Evidence Focus
 Core Thematic Areas

SVEEP Strategy 27-09-2022.indb 35 12-10-2022 14:01:56

 National SVEEP 
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3.1 SVEEP Strategic Framework

The SVEEP strategic framework builds upon the learnings and achievements of
previous three phases of SVEEP and seeks to move towards ensuring the participation
of all eligible citizens in the electoral process in an inclusive, voter-centric and voter-
friendly environment in the coming years.

SVEEP Vision
Universal and enlightened participation of citizens in elections and democracy.

SVEEP Goal
To enlighten, enable and empower every citizen to register as a voter and cast his/her
vote at every election in an informed and ethical manner.

SVEEP Objectives (2022-25)

The objectives envisaged for SVEEP strategy (2022-25) are:
1. To increase voter turnout to 75% in Lok Sabha elections 2024 by:
Š Purifying the electoral roll of every polling booth
Š Bridging gender gap in enrolment and turnout in all constituencies
Š Ensuring inclusion of all non-voters/ marginalised sections through targeted
interventions, technological solutions and policy changes
STRATEGIC FRAMEWORK

Š Addressing urban and youth apathy towards electoral participation

Š Turning around all low turnout constituencies and polling stations
2. To enhance the quality of electoral participation in terms of informed and
ethical voting through continuous electoral and democracy education

3.2 IMF-EEE Framework for SVEEP

Since the inception of SVEEP, the overarching framework for voter registration and
participation has been Information, Motivation & Facilitation (IMF). SVEEP framework
builds on the IMF paradigm to expand it to IMF-EEE by adding the important elements
of Education, Engagement and Empowerment (EEE). This expanded framework will be

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 National SVEEP 
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integrated into the key strategies (described in Ch. 4), campaigns, media, messages,
social mobilization activities, interpersonal communication and action on ground
during SVEEP.

INFORMATION

VOTER
MOTIVATION FACILITATION

IMF-EEE SVEEP framework

TO INFORM and generate awareness by providing correct, complete, clear and

timely information to every citizen to raise their knowledge and understanding about
the election system.
TO MOTIVATE, enthuse and inspire the disinterested and alienated citizens to
address their apathy and skepticism towards electoral participation. STRATEGIC FRAMEWORK
TO FACILITATE greater participation of the public in elections by making the
electoral process voter-friendly and by assisting enabling citizens at every stage
TO EDUCATE the electorate on the value of each vote and the right and duty of
exercising one’s franchise as an enlightened voter from an early age onwards.
TO ENGAGE the electors and voters and harness their energy and enthusiasm for
participation in the electoral process and make them feel involved, delighted and proud.
TO EMPOWER the citizens to voluntarily register and ethically vote in each and every
election as also proudly disseminate the spirit of participative democracy.

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Given below is the indicative list of activities for the IMF-EEE framework:

INFORMATION
To provide correct, complete, clear & timely information to the citizens to
raise their understanding of the following:

• Why voters should register • Procedure for downloading e-EPIC

themselves on the voters’ list • Having more than one entry in
• Who is eligible to register electoral roll is an offence
• How to register (online/offline) • Where will the list be displayed for
• Benefits of registration voters to check their names
• Documents needed to register • How to raise queries, if any, on the
• Forms for Voter Registration displayed lists
• Know your BLO/AERO/ERO • How to read and interpret the lists
• Know your AC/PC • How will the lists be used on
• Voter Facilitation Centre (VFC) election day
• Navigating ECI Apps like Voter • Time and Date of elections
Helpline App, PwD App, KYV, • Location of Polling Station
cVIGIL etc • Do’s and Don’ts at Polling Station.
• Dialling Voter Helpline Number • Approved identity proofs
1950 for any information • Assured Minimum Facilities
• Linking of EPIC with Aadhar card available at booth
• Four qualifying dates for • Volunteers at polling station (Those
registration proficient in ISL for PwD voters)
• Online options & physical locations • Information on special voting
where registration is possible services for various categories of
• How to correct or update voter voters
details • Where to check profiles of
• Procedure for deletion of names contesting candidates
STRATEGIC FRAMEWORK

• How voters may change their place • Informed and Ethical Voting
of residence on the Electoral Roll if (Information on MCC, Election
they have shifted their residence/ Expenditure Monitoring, profile of
address candidates, criminal antecedents,
• Fact that having an EPIC does not voting without influence of fear,
mean one is registered on the greed, caste, religion, money,
voters’ list-(existence of name muscle power)
in the updated electoral roll is a • Option of NOTA
condition for voting right) • How to cast vote on EVM-VVPAT

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MOTIVATION
To enthuse and inspire citizens to register, cast their
(including Braille vote and addressing their apathy and skepticism
features) toward electoral participation through:
• Provision of Voter
slips and Voter • Well thought out scientific campaigns to motivate
Guide those not wanting to vote despite being eligible
• Secrecy of vote • Physical events and activities/competitions like
• Security Measures poster, song, slogan writing, short story video, local
for peaceful and folk art competitions
elections • Organizing sporting events and tournaments like
• COVID safety cricket, wrestling, as well as marathons, etc.
measures and • Introduce national and state level quiz competitions
protocols in KBC format with all citizens, categories of citizens
• Platforms for • Conducting entertainment shows using street plays,
grievance redressal. magic shows etc
• Model Code of • Organizing dialogues and debates in schools and
Conduct colleges
• Postal Ballot Facility • Utilising Icons at national, state, district and booth
including ETPBS level to motivate voters
• Eco-friendly • Direct people to people contact through BLO & grass
measures at polling root level functionaries
station • Mass mobilisation events like rallies, human chains,
• Information on NVD and candle light vigils
and ELC activities • Providing Voter Guides and other creative and
motivational content
• Inspiring voters through measures such as welcome
kit to the new voters
• Reaching out through social and digital media
platforms, online games etc STRATEGIC FRAMEWORK
• Incorporation of motivational messages in
curriculum
• Sharing testimonials through stories and short films
of proud centenarian voters, first time voters, etc
• Awards and recognition to best performing ELCs.
• Encouraging all voters to take pledge to vote.
• Utilizing events like NVD and other important days
to motivate voters.

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FACILITATION
Ensuring greater participation of the public in elections by making the electoral
process voter-friendly and by assisting enabling citizens at every stage by
providing:

1. Facilitation Measures for • Election Help Desk set-up at

Registration every educational institution
• Online registration through for registration of voter/
NVSP and Voter Helpline App prospective voter
• Links to online registration • Special registration camps
made available on ECI and CEO set up in weekly haats, during
websites as well as on DEO, festivals and through mobile
College and University websites vans ahead of elections
• Availability of name search • Organise monthly matdata
facility on CEO and ECI websites baithaks on the first Sunday of
• SMS based service for searching every month from 10am-2pm
of name and polling booth to facilitate registration, check
• Information on election laws their details on the voter’s list
and rules, guidelines as well as and also to register new voters
details regarding the Election • Voter Helpline Number 1950
Officials, including the ROs, available country-wide, at
Assistant Returning Officers national, state and district
(AROs), BLOs available on the levels
CEO’s website • Facilitate registration through
• Establishment of Voter ELCs and various partners and
Facilitation Centres as one provide assistance to voters in
stop service to facilitate downloading Apps, navigating
citizens on Electoral Roll NVSP, etc
issues such as additions,
STRATEGIC FRAMEWORK

deletions, modifications and 2. Facilitation Measures for

transpositions of their names, Increased Turnout
etc • For every voter, voter slips are
• Forms 6, 7 and 8 made available delivered at the residence a
at prominent places including few days ahead of the poll day.
banks and post offices, colleges These carry the name and
and universities, as well as in details of the polling booth and
high schools for newly eligible serve as identification for the
electors voter on the poll-day. Cross

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Checking of delivery of voter slip • Search facility for names on the

on sample basis by making calls voter list on the national website
through 1950 whether all voters as well as on the CEO’s website
got voter slip or not and through SMS alerts
• VFCs are set up to assist voters • Voter Helpline Number 1950 to
and provide requisite information facilitate voters
about voting and services like • Polling day reminders through
display of voter lists, issue of SMS alerts and also on radio and
duplicate EPIC etc television and through public
• Poll hours extended to facilitate address systems
voters still in queue • COVID safety protocols
• Assured Minimum Facilities - • Postal Ballot facility for such
ramps, wheelchairs, toilets, PwDs and Senior citizens (80+)
electricity, helpdesks, sheds and who are incapable of reaching
drinking water at every PS in the polling station
addition to providing volunteers • Facilitation of service voters
familiar with ISL and Braille through ETPBS facility
language
• Model Polling Stations
established at various locations
to provide additional facilities to
voters to make voting a pleasant
experience
• Separate queues for men and
women at PS to facilitate women
voters. Giving priority to infirm
and physically challenged voters
in voting at polling booths
• At each PS, an alphabetical list of STRATEGIC FRAMEWORK
electors is displayed prominently
which makes the task of locating
the elector’s serial number in the
PS much easier
• A list of alternative photo identity
documents that can be used on
poll day in lieu of EPIC

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EDUCATION
Imparting knowledge on the right and duty of exercising one’s franchise as an
enlightened voter from an early age onwards through:
1. Integration of voter education in major workplaces and holding regular
curriculum of schools, colleges, sessions
universities 3. Lifelong and continuing electoral
• Institutional tie up with education education
administration for acceptance in • Highlight importance of role of
curricular framework and roll out democracy and the contribution that
• Content creation by education citizens can make in a democracy
department and vetting by ECI • Creating knowledge about the
• Integration of electoral education importance of every vote and casting
with formal assessment systems in of vote as a duty
consultation with ECI • Building proper curriculum relating
• Internship or Ph.D project work on to adult education/ lifelong education
election management system in that clearly informs adults about how
colleges and universities to register and how to vote effectively
• Mandatory celebration of NVD in each • Follow up system to be created for
college and school, through ELC a check on the progress of adults
• Voluntary organisations like NCC, on electoral participation post
NSS, NYKS, Scouts and Guides etc completion of education
incorporating voter awareness in their • Regular visits of officials from ECI to
programmes the centres of lifelong education for
2. Electoral Literacy Club activities orientation, follow up and clarifying
• Devise a strategy for universalisation operational doubts
of ELCs and augment their capacity/ • Regular meetings of Chunav
resources in close collaboration with Pathshalas by BLO
education departments 4. Education through mass media
• Extending ELCs the status of a • Regular programmes with DD, AIR,
STRATEGIC FRAMEWORK

co-curricular activity for assessment community radio, FM radio and

in schools and colleges private media houses on electoral
• Monitoring implementation and education in high creative formats
assessing impact of ELC activities. • Reaching out through vernacular
• Introducing certification and newspapers
internships through ELCs • Secure the commitment of citizens,
• Building the club members as foot shape attitudes and mindsets,
soldiers in live elections at polling and provide information regarding
booths etc what, how, when, where, why of the
• Expand the network of VAFs to all electoral process.

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ENGAGEMENT
Harnessing the energy and enthusiasm of the citizen for the active,
joyful participation in the electoral process and make them feel involved,
delighted and proud through the following:

• Setting up dummy polling

stations to engage with voters.
• Pledge to vote by masses in
educational institutions, Gram
Sabha, work places, gatherings
and special events
• Engaging youth on social media
to produce and share user
generated content
• Utilizing mobile apps, helpline • To inspire citizens to report
etc and giving feedback to ECI any unlawful activity, provide
officials feedback and raise complaints
• EVM-VVPAT demonstration • Engaging citizens through
camps Chunav Pathshalas, BAGs,
• Introduce sessions of our partner organizations through
questions- our answers with local mass mobilization
communities on FM, AIR channels • Utilizing festivals and fairs for
and community radio etc. addressing apathy in electoral
• On NVD, involve all citizens (voter participation
and non-voter) in simulated • Engaging eligible and prospective
election activities voters through activities of NCC,
• Organise visits of school children, NSS, NYK, Scouts and Guides,
college students to major election Youth Clubs, etc.
centres/offices and have briefing • Crowd sourcing of content for 360
sessions degree communication channels STRATEGIC FRAMEWORK
• Introduce election related • Provide e-Learning, e-Quiz,
essay, painting, video-making e-Pledge, e-Certificates facilities
competitions in all schools and to citizens
colleges to be culminated in • Develop computer games as voter
national awards on NVD awareness tools
• After redressal of complaints,
encouraging voters to provide
feedback

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EMPOWERMENT
To enable citizens to voluntarily register and ethically vote in each and
every election and to disseminate the spirit of participative democracy by:

• Improving ease of registration • Encouraging citizens to report

and ease of voting by use of MCC violations through cVIGIL
technology and other means app
• Empowering the voter to • Engaging youth to be
cast their vote fearlessly and the catalysts for electoral
without being influenced by participation
considerations of religion, • Empowering the voters
race, caste, community, through technological
language or any inducement solutions such as remote
• Operationalising the pledge voting
in the form of efficient • Celebrating the power of
campaigns on each of the voters through felicitation at
components: religion, race, ECI and CEO offices, thanking
caste, community, language or voters after the election for
any inducement their participation and seek
• Sharing complete information their feedback on their voting
about the candidates and experience
political parties to enable the • Taking out ‘we voted’
voter to make an informed and processions – offline and
ethical voting choice online to demonstrate the right
• Transparency and to vote being exercised
accountability of the electoral • To highlight NOTA as an option
system, building trust of voters to express your rejection of all
in election machinery candidates
• Community engagement for
STRATEGIC FRAMEWORK

collective ownership: citizens

themselves taking up the
responsibility for ensuring
registration and voting in their
areas of influence
• Citizens feel free to voice
their concerns on electoral
processes

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SVEEP envisages to Inform, Motivate, Facilitate, Educate, Engage, and Empower

the voter to participate in the electoral process through a systematic, synergised and
evidence based focussed programme. The electoral machinery will be required to
be sensitized about the expansion of IMF to IMF-EEE and the need to orient towards
educating, engaging and empowering citizens for greater participation for a stronger
democracy.

3.3 Key SVEEP Strategic Framework Focus Dimensions

– Triad of Focus
The SVEEP strategic framework is guided by the three fundamental areas of focus
which are intended to serve as the three touchstones to measure the efficacy of any
SVEEP action. They are:
• Voter Focus
• Booth Focus VOTER FOCUS
• Evidence Focus
Understanding these key focus areas and
their implications is crucial to articulate it into
practical action and towards achieving the goal
and objectives of SVEEP.

3.3.1 Voter Focus

The voter is the central actor of democracy.
BOOTH FOCUS EVIDENCE
His electoral journey goes through two major FOCUS
events, namely, (1) registration as voter and
(2) voting during elections. Both these journeys and
experiences have to be looked at separately and made delightful, smooth, happy and not
just satisfactory. Since voters are the first representatives of the democracy, they need
to be facilitated to an electoral experience based on pro-voter practices that drive
their active participation. SVEEP needs to focus on all 4 categories as mentioned
below:
• Elector (who has registered in the electoral roll) STRATEGIC FRAMEWORK
• Non-Elector (eligible but not registered)
• Voter (who has voted)
• Non-Voter (an elector who has not voted)

The elector and voter is not a homogeneous category and that’s why one size cannot
fit all. It is important to be able to see their different sets of characteristics to be able to
customize, tailor and personalise the communication, engagement, connect, messages
and approach to suit the electors and voters from their perspective and ensure that
they continue to take part in elecotral process.

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Voter Education needs to focus also on non electors and non-voters and to
understand them better, and help them to make the transition to become electors and
voters. It is imperative that the Voter Focus is fully understood and then operationalised
at national, state, district, constituency and booth level. through the IMF-EEE paradigm.

Voter Journey and Experience

To be able to make the voter journey and experience delightful and memorable, the
strategy tries to decode the Voter journey and experience touchpoints to turn them into
acts of joy and to remember them more than an inked finger and a selfie with a smile!

Voter journey
Research into user experience of the larger journey of voting reveals multiple factors that
influence registration and voting behaviours. It would be useful to draw this journey and
understand its milestones, touch points, pain points and entry points and interventions
to overcome challenges, barriers, blocks and bottlenecks. The solutions are not just
about correct and complete information and shaping people’s beliefs and perspectives
but also designing the journey and the experience that is seamless, delightful, and
empowering. The Voter Journey can be divided into two stages:
1. Non-Election Period
2. Election Period

1. Non-Election Period: This is the time to update the electoral roll with the
required additions and deletions. This is where many young voters are
entering the arena for the first time, while others who are not yet registered
or enrolled, have a chance to get on the list without hassle, cumbersome
procedure, but with ease and delight. It is also the period to carry out
the continuous electoral education for the voter and to train the election
functionaries.
2. Election Period: This an important time for swift SVEEP planning and action. It
covers the most crucial part of the voter journey from three months prior to the
STRATEGIC FRAMEWORK

announcement of elections to the stage where the voter gears up and makes
an informed and ethical decision to cast his/her vote at the booth. On poll day,
SVEEP facilitation is critical for a positive and delightful experience. This leg
of the voter journey consolidates and builds relationships for life and helps to
spread the good word about voters’ experience. Finally, the outcome and result
of the experience takes shape and culminates in the pride of having voted and
been a part of the world’s largest democracy.

Voter Experience
Casting a ballot by pressing a button on the EVM is a key moment in the voter experience

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that starts when a citizen registers as a voter. The Voter goes through different types
and sets of experience during this journey and the aim is for this voter experience to
be a pleasant, happy, joyful, delightful, friendly, easy, fast, smooth, satisfying,
enriching, convenient, comfortable and memorable one. SVEEP will work around
the strategic responses to reach out, connect and engage with the electorate to have
a fulfilling positive experience.

3.3.2 Booth Focus

Booth Focus is the second key focus SVEEP seeks to address the
area in the SVEEP strategy with gaps in two phases of electoral
the emphasis on the action at the
process. The first slip takes
booth/ the polling station. Booth
place when eligible citizens
is where everything culminates,
converges and confluences. Polling
fail to register and the second
Station is the fundamental unit of slip occurs when those who
the structure which has a direct are registered fail to vote.
interface with the voters. The booth Therefore, SVEEP is designed to
focus necessarily will have several address gaps in two phases i.e.
implications on redefining the role
registration of voters and turnout
and responsibility, engagement, and
of voters to cast their vote.
reorientation of the BLOs and other
concerned functionaries at Booth
level. The emphasis is to start from
Booth upwards making SVEEP a truly
bottom-up approach. With an aim to focus on booth (details regarding booth level
planning and action are given in key strategy 1 of chapter 4).

3.3.3 Evidence Focus

In the focus triad, the Evidence Focus is a critical element, which permeates into every
aspect of SVEEP planning, design, implementation and evaluation under SVEEP.
According to SVEEP strategy, without the evidence focus, SVEEP effort cannot yield STRATEGIC FRAMEWORK
the desired result and will lack proper direction and efficiency. Evidence must be in the
form of data and while analysing the data the other two elements in the triad (i.e. Voter
Focus and Booth Focus) must be kept in mind.
Current and previous electoral data from recent elections and census should be
carefully analysed to identify the gaps in enrolment and voter turnout with reference
to gender, disability, different age cohorts and various target groups. For this purpose,
comparative studies of existing statistical data along with a simultaneous evidence
based analysis of socio-cultural and economic factors needs to be done in order to have
a clear understanding of the gender gap, urban apathy, youth disconnect and reasons

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for non-participation of certain groups or communities and identification of polling

stations with lowest voter turnout. The assessment is done based on population data,
elector-population ratio, gender ratio, age cohort, data from KAP (Knowledge, Attitude,
Practice) surveys etc.
It is necessary to engage survey agencies to collect primary data through KAP
survey (Baseline and Endline) in order to gather evidence regarding reasons for specific
behavior patterns and other phenomena relevant to SVEEP planning. Based on the
analysis, appropriate strategies and activities should be planned and implemented.
KAP survey architecture (Baseline
& Endline) should be reviewed and
suitably modified in order to collect
primary data from non-electors and In order to plan evidence-
non-voters to understand their reasons based interventions at booth
for not enrolling or voting. The objective
level for increasing electoral
of KAP survey should be clearly defined,
participation, every booth should
and a standardised research method
and operational procedure should be
be graded based on the voter
adopted across all states. and reports turnout pattern in the most
should be written in a consistent format recent election. While doing so
and data on all indicators should be the gender, age cohorts, PwD,
presented. It will be desirable that ECI youth, senior citizen, third
develops long term partnerships with
gender, migrants, homeless and
Social Science Research institutes and
other target groups must be
Universities of repute.
KAP surveys should also be used
kept in mind and their specific
for identifying gaps in knowledge and turnouts should be analysed as
attitude about EVMs and their reliability, far as possible.
about Model Code of Conduct (MCC),
election expenditure monitoring,
awareness about candidates, their
STRATEGIC FRAMEWORK

affidavits and how to access information regarding candidates and party manifestos,
about the importance of voting in a democracy, about perceptions regarding the
facilities provided at the Polling Stations and previous voting experience, awareness
about postal ballot facilities for PwD and senior citizens (80+), awareness about various
ID documents allowed by the Commission for identifying voters, awareness about
documents required for enrolment as a voter, about qualifying dates for eligibility to
enroll, online and offline facilities for enrolment, about media preferences of non-
electors and non-voters, specific difficulties faced by citizens in enrolling as voters or
casting their vote at the election and suggestions for ease of enrolment and ease of
voting. The findings of KAP survey should then go into the evidence based planning for

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SVEEP interventions.
In order to make the evaluation of SVEEP penetration, impact assessment and
citizen feedback more objective and real time, it is also important to capture the counts
of online visits at ECI portals and downloads of ECI Apps. A feature of review and rating
by citizens should be provided in the web based application portal and mobile apps
of the Election Commission of India. These usage data, ratings and reviews should be
regularly monitored and should form the basis for continuous system improvement
for better citizen experience.

3.4. Behaviour Change Communication for enhancing

participation
Information and awareness is one of the factors that shapes human behaviour. It is
not that possession of knowledge or awareness will necessarily lead to the desired
behaviour in terms of greater participation. To enhance the participation of all sections of
the electorate, not only information, motivation and facilitation are to be provided, but also
education, continuous engagement
and empowerment of voters needs to
be ensured.
There are internal and external
A deep insight into the voters’
factors that may hinder the desired
behaviour derived out of situation
behavioural action. SVEEP intends to
work as a facilitator/influencer in the
analysis and KAP surveys guide
process of the big decision of voting. A the development of SVEEP
deep insight into the voters’ behaviour strategy.
derived out of situation analysis and
KAP surveys should guide SVEEP
planning.
It is of vital importance that behaviour change communication is integrated
into SVEEP planning, design, implementation and evaluation for bringing about the
desired behaviour change. Pain and pleasure play a fundamental role in determining
human behaviour. People avoid painful experiences and feel naturally inclined towards STRATEGIC FRAMEWORK
pleasant experiences. It follows that all pain points in the electoral registration
process and voting process must be removed and enrollment as well as casting of
vote should be made easy and pleasant. Ease of enrollment and ease of voting and
its explicit communication through SVEEP campaigns will be a good strategy. People
are also given to reasoned action. Therefore, mainstreaming of the rationale and
importance of voting (for the individual, the community and the society in terms of
its moral, social, economic and nation building benefits) in SVEEP campaigns is
essential to encourage rational behaviour. Self efficacy is also an important factor
influencing human behaviour. When individuals or groups of people believe that their

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vote does not have the efficacy to influence the results of an election, they may not be
inclined to vote. Hence SVEEP campaigns must address such deficits of self-efficacy
through narratives and anecdotes to reinforce the belief that every vote actually
counts. Social learning and peer pressure also play a big role in human behavior.
Therefore, through SVEEP campaigns a culture of desirable peer pressure in favour
of electoral participation should be forged which can be really effective amongst
young voters. Youth icons with credibility, popularity and commitment could play
a big role in combating youth apathy and create positive peer pressure to enhance
youth participation.
Human beings naturally appreciate aesthetic experiences. Hence the polling
stations must be made attractive and their pictures and videos should be widely
disseminated on social media to attract people to come and vote. In order to combat
the tendency of people to proceed on vacation instead of heading to vote, it will be a
good strategy to rope in airlines, railways and travel agents etc. to remind people about
the importance of staying at their place of vote on the day of election on their ticket
booking sites etc. Human beings crave for feeling welcomed, appreciated and valued
and avoid experiences that lack these elements. Hence, in the delivery of electoral
registration services and conduct of election on the polling day, voters should be
made to feel welcomed, appreciated
and valued for their contribution to
democracy. Testimonials of satisfied
citizens should be made viral on
Youth icons with credibility,
social media and reported through
popularity and commitment
conventional media in order to
could play a big role in combating motivate non-electors and non-voters.
youth apathy and create positive The facilities provided at the polling
peer pressure to enhance youth station and accessibility features for
participation. the persons with disabilities, special
facilities for women, senior citizens,
centenarian voters should be built
STRATEGIC FRAMEWORK

into the SVEEP campaign and widely

disseminated to motivate such voters. Special focus should be given to celebrate on
social media the electoral participation of third gender voters, homeless voters and other
marginalized voters to give them a sense of dignity and prestige in order to motivate
such groups to enroll and vote. Also apolitical appeals for electoral participation may be
issued through religious leaders of all religions and denominations. All social networks
should be targeted in the SVEEP campaign in order to make electoral participation a
point of discussion amongst their members and unleash a conversation on electoral
participation in families, workplaces and peer groups.

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The SVEEP campaign at all levels should try to rope in popular apolitical iconic
figures to motivate people to enroll and vote. An attempt should be made to appoint
a booth icon in every polling booth area who could really run an energetic ground
campaign in the polling booth area for maximum impact. Triggers can be very useful
in nudging people towards electoral participation. Hence, from time to time, suitable
trigger messages should be disseminated giving interesting facts or useful tips to
citizens as an integral part of the SVEEP campaigns. The role of advocacy in getting the
desired behavioural outcomes is discussed below.

3.5 Advocacy for SVEEP

Advocacy is a continuous process – primarily uni-directional – that aims to change
practices and policies, initiate reforms, and alter behaviours and attitudes of
communities, through awareness generation around issues. For this, information
around issues is gathered, organized, and communicated to stakeholders to influence
and engage them in providing support and commitment to the issue. Advocacy with key
stakeholders can provide high visibility to issues and help redefine public perceptions.
Advocacy for electoral participation would require sensitive handling. Ordinarily,
the advocacy functions in relation to civic causes are best carried out by political leaders
who tend to occupy high official and social positions as well. The fact is that most of the
leaders are campaigners for their respective political parties as well in electoral contests.
Election officials will do well to be discreet in soliciting advocacy from such leaders,
particularly be watchful about the time and occasion context, especially in ensuring
that such advocacy should not take the shape of a call for voting in favour of a formation.
Constitutional authorities will have a natural responsibility to engage with people for
strengthening the roots of democracy by eliciting their participation in the electoral
schedule and ECI may activate this agenda.
Apart from such personalities, there are a wide range of influencers in a country
like India who have a great number of followers and listeners - regional and national.
SVEEP has to think harder beyond the Icons system to raise a battalion of advocates,
who spare a good amount of time and energy to take forward the story of democracy,
elections, participation and ethical voting among the wider population. STRATEGIC FRAMEWORK
One has to look beyond the arenas of films and sports to find such advocates,
who not only stand out as models in communication campaigns but serve as electoral
democracy ideologues/ activists all the time. They may be local community leaders,
teachers, students, doctors, entrepreneurs, doctors, shop owners and committed
voters. There needs to be a scientific advocacy plan based on an assessment of the type
of advocate and also the population being addressed. It goes without saying that the
ECI at appropriate levels has to stay in constant contact and invested in these precious
advocates for creating a deep impact.

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3.6 Quality of SVEEP Service

“Quality” participation of voters has been envisaged as the desired outcome of the
SVEEP strategy. The strategy has tried to expand the quality participation mandate
by including empowerment and using the voter journey and experience as tools of its
strategy. There is a need to move towards a measurement system and benchmarking of
“quality participation” in the coming years.
Measuring electoral quality is like chasing a moving target. Just as election
management professionals improve their skills, other factors change and evolve,
impacting the quality of elections. The introduction of new technologies, use of
social media and analytics, role of private sector service providers, public tender
and procurement processes, are only a few of the ever-changing factors. Measuring
electoral quality assesses the integrity of an elections’ adherence with international
standards as the baseline.

Quality parameters for SVEEP as a service

Contribution of quality management is reflected in motivating individuals, organizations
and expertise available to them in order to achieve better performance and effectiveness
of services.
• Satisfaction level with SVEEP campaigns with respect to IMFEEE parameters
• Degree of ease of receiving services (e.g., EPIC card) from election machinery
• Level of satisfaction with the Assured Minimum Facilities (AMF) at booth level
• Prompt and satisfactory redressal of complaints and grievances by ECI
• Frequency and quality of SVEEP outreach & engagement interaction online
or offline
• Level of confidence, trust in the ECI confidence building measures
• Degree & quality of outreach efforts for inclusion of PwDs, women, marginalised
community

3.7 Core Thematic Areas

SVEEP envisages articulation and communication of a variety of themes to citizens
STRATEGIC FRAMEWORK

with the aim to achieve free, fair, accessible and inclusive elections in order to have
enhanced and enlightened voter participation. In this section, the core thematic areas
are highlighted for synergised and effective SVEEP.
• Inclusive and accessible elections
Š Bridging the gender gap
Š Addressing urban and youth apathy
Š Greater participation of migrants
• Informed and ethical elections
• Leveraging technology for elections
• Continuous electoral and democracy education

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3.7.1 Inclusive and Accessible Elections

Inclusive election is one of the biggest priorities of the Commission it implies that
all sections of eligible citizens enroll as voters and also cast their votes during
election so that no voter is left behind. It follows that those sections of voters who
have any particular vulnerability, inability, disability or disadvantage which comes in
the way of their electoral participation should be especially assisted and facilitated.
This includes women, youth, third gender, senior citizens, persons with disabilities.
Similarly migrants or tenants, workers engaged in essential services, overseas voters
and persons who are on election duty may get excluded unless special arrangements
are made for their inclusion during registration and polling.
Bridging the Gender gap is an important focus of SVEEP to ensure inclusive elections.
Though the gender gap has been reducing over the years and in the recent Lok Sabha
Election 2019 women voter turnout percentage was higher than that of men - continued
efforts are still required to bring gender parity in every constituency.
Additionally, voters migrate from the place of their registration to other places for
education, employment and other purposes. It becomes difficult for them to return to
their registered polling stations on poll day to cast their vote. Therefore, it is desirable
that alternative voting solutions are provided for the migrants.
Young voters hold the key to the country’s future and their low participation has
been a matter of concern. Innovative strategies for enhancing youth participation
(including young women) will need to be deployed using IMF-EEE framework and
technological solutions.
Urban apathy, leading to low electoral participation in urban centres is an
important issue that needs to be addressed. New ways of tackling this problem such as
accountable utilization of paid leave provided to all employees on poll-day need to be
explored. More engaging interventions in educational institutions as well as reaching
out through social media, digital and mobile platforms may be useful.
Accessibility plays a crucial role in ensuring inclusive elections. It is important to
highlight the accessibility of ECI apps and portals, the facilities available at door step
and the braille features of EVM etc.
All polling stations should have end to end ramps and wheelchair facility, ISL STRATEGIC FRAMEWORK
facility, Braille dummy ballot sheet, magnifying glasses, volunteer facility, pick and
drop facilities especially for PwDs and senior citizens and the facilitation measures for
PwD need to be highlighted in SVEEP campaign for maximising participation of PwDs.
Assured Minimum Facilities (AMF) including creche at the polling booth, accessible
toilets, help desk, first aid desk, three queues - one each for male, female and priority
voting based third queue for PwD and senior citizens play an important role in inclusive
participation. Model polling stations, all women polling station, PwD polling stations
have played a positive role in ensuring inclusive and accessible elections. Targeted
initiatives for different segments of voters such as service voters, overseas voters,

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migrants, third gender should be continued under SVEEP. All such facilities, initiatives
and endeavors should be highlighted through a well-defined communication strategy.
A special effort should be made to identify and include all non-voter communities.

3.7.2 Informed and Ethical Elections

The quality of an election depends on its ethical credentials. Therefore, it is of paramount
importance that our election process is characterized by high ethical standards in
all its dimensions. ECI has adopted ethical election as one of its key themes and has
taken several initiatives to enforce the ethical standards in all elections. It is extremely
important therefore that voters are provided information on the norms of Model Code
of Conduct (MCC), on election expenditure ceiling and on arrangements made for
monitoring the election expenses of candidates and political parties. Voters should be
encouraged to report MCC violation by any stakeholder including the candidate and
political party or any other malpractice like voter bribing, voter intimidation or seeking
vote in the name of caste or religion through the cVIGIL app.
It is vital that the voter makes an informed choice while casting his vote.
Citizens should be made aware as to how they can easily access all information about
candidates and their affidavits about their educational, financial, criminal antecedents.
If the relevant information is not available in a timely and accurate manner then the
voters may be easily misled which may affect their ability to participate in elections or
make a right decision during voting.
The recently developed app ‘Know Your Candidate (KYC)’ provides complete
information on the candidate and thus helps the voter make an informed and ethical
choice. This app should be promoted vigorously.

3.7.3 Leveraging Technology for Elections

Election Commission of India uses a range of technologies for making the election
process more inclusive, accessible, informed, ethical, efficient and voter friendly with
an aim to ease voter registration and voting. ECI has launched online portals like NVSP,
Voter portal and mobile apps like Voter Helpline App, PwD App, cVigil App, KYC App etc
STRATEGIC FRAMEWORK

to empower citizens and to provide hassle-free online electoral services. Its important
to promote and popularize these portals and applications through the SVEEP program.
The level of technology adoption by the people for the available online services should
be regularly assessed and feedback obtained through user reviews and ratings should
be used internally for constant improvement of services.
Electronic Voting Machines (EVM) and the Voter Verifiable Paper Audit Trail (VVPAT)
has brought in greater transparency in the electoral process. SVEEP interventions
should inform and educate citizens about EVMs and remove all myths regarding their
credibility and robustness. Also EVM & VVPAT familiarization camps should be organized.
Social media and digital platforms are mediums with great future potential and

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therefore should be used for imparting voter education. There is a need to expand social
media footprint at all levels, enhance capacity for content development for social media
and use of tools for better engagement and education of citizens particularly the youth
to motivate them for electoral participation. Moreover, chatbots and other platforms
like Whatsapp, Telegram, Koo and audio platforms like Clubhouse and Mentza can be
utilised for improved outreach and engagement.
To alleviate the issues faced in postal ballots due to delays in postage, Electronically
Transmitted Postal Ballot Service (ETPBS) was introduced in October 2016. The facility
entails one-way electronic transmission of the Postal Ballots to the Service Voters.
Electors could register online on a dedicated portal www.servicevoter.eci.nic.in. Under
the ETPBS, the ballots are automatically assigned to the Service Voters based on their
constituency and transmitted electronically in a secured manner. ETPBS scripted a
major success story in General Elections, 2019.
ECI is taking a host of initiatives to leverage new and emerging technologies for
improving voter experience and electoral management. It is working on launching a new
version of ERONET, making NVSP portal and all citizen mobile apps even more accessible
and voter friendly, using facial recognition and artificial intelligence technology to
purify electoral rolls, linking Aadhar with EPIC for identification, authentication and de-
duplication purposes, GIS tagging of polling booths, households and public facilities to
enhance voter friendliness, launching e-learning platform to enhance electoral literacy
and developing robust booth monitoring systems for ensuring free and fair poll. Election
Commission of India is also actively working towards making “Remote Voting” a reality.
The facility will benefit the enrolled voters who are away from their constituencies
for reasons of education, profession or medical treatment etc. Implementation of the
facility would however,require an amendment in the Representation of the People Act,
1951. These IT initiatives should be a major thrust area for SVEEP in coming years.

3.7.4 Continuous Electoral and Democracy Education

Free and fair elections are the life force of democracy. Credible elections at stipulated
intervals have enabled India’s peaceful transformative journey. With the inclusion
and empowerment of the common citizen in a manner that has inspired the world. STRATEGIC FRAMEWORK
The justification of election as a key anchor of democracy comes from the fact that
it translates the idea of people’s power to a physical reality; but that can effectively
happen when people are able to exercise such power through informed participation.
SVEEP strives for universal and enlightened participation. The principle, philosophy,
spirit and vision of SVEEP lies in the empowerment of the citizen to voluntarily register
and ethically vote in each and every election and also to inculcate a perpetual and
responsible democratic awareness. This participation leads to larger and wider
engagement within the system of democracy, governance and development with a win-
win situation for the citizen and the nation.

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Citizen engagement brings together as many stakeholders as possible to raise

awareness regarding continuous electoral and democracy education. Through
its emphasis on a participatory approach, citizen engagement creates a sense of
involvement around the issue being communicated, initiates dialogue about the
issue, with the community coming together on common platforms to collectively make
decisions that affect their daily lives.
For continuous education of the people of India about the virtues of democracy and
the importance of full electoral participation for making our democracy more vibrant and
effective outreach to the people, it is important to institutionalise a robust framework
for the same. A variety of measures could be explored for the same. A well structured
course on electoral participation and democracy could be introduced in all schools and
colleges of the country, with students receiving credit for it. Electoral Literacy Clubs at
schools, colleges, work places (VAF) and Chunav Pathshalas at each polling station also
need to become agents of continuous electoral and democracy education.
Other suggestions include the introduction of credit based courses at the school
and college level; setting up chairs on electoral education in renowned Central and State
Universities; establishing a centre for electoral education at a suitable organisation at
the national level to run a flagship diploma course.
Besides, suitable communication initiatives such as the launch of FM radio (SVEEP
Radio) in all major languages of the country could be considered, introducing a regular
series of sponsored programme on popular TV and Radio channels could be tried out
besides running specific SVEEP campaigns on TV during SSR, continuous updation and
election periods.
Having described the strategic framework in this chapter, the six key strategies
will be explained in the following chapter as a means to achieve the vision, goal and
objectives of the fourth phase of SVEEP.
STRATEGIC FRAMEWORK

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 04 SVEEP
KEY STRATEGIES
Key Strategies
1. Booth/Polling Station
Level Planning and Action
2. Addressing Low Registration and Low
Voter Turnout at Constituency Level
3. Targeted Interventions to Ensure
Inclusive Elections
4. Strengthening Flagship Programmes
(ELC, SSR, NVD)
5. Leveraging Partnerships and
Collaborations
6. Effective Communication, Outreach
and Media Campaigns

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A
n effective SVEEP strategic framework requires that such key strategies are
devised which seek to communicate all aspects of electoral participation to the
voter in a compelling way.
Based on the situation analysis, literature review and deliberations with different
stakeholders, the following six interconnected key strategies are proposed to address
the emerging challenges, needs and identified areas of concern as described in
chapter 2.

Key Strategies
Key strategy 1: Booth/Polling station level planning and action
SVEEP KEY STRATEGIES

Key strategy 2: Addressing low registration and low voter turnout at constituency Level

Key strategy 3: Targeted interventions to ensure inclusive elections

Key strategy 4: Strengthening flagship programmes (ELC, SSR, NVD etc.)

Key strategy 5: Leveraging partnerships and collaborations

Key strategy 6: Effective communication, outreach and media campaigns

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1. Booth/polling station level

planning and action

2. Turnout at constituency level

3. Targeted interventions to
ensure inclusive elections

4. Strengthening flagship
programmes (ELC, SSR, NVD)

5. Leveraging partnerships and

collaborations

6. Effective communication,
outreach and media
campaigns

These six strategies depicted as concentric circles above are interdependent

and complement as also supplement each other. Strategy 1 and 2 relate to ‘micro
planning’, and the third strategy is for ‘Bridging the Gap’ and the remaining are for
‘Environment Building’.

KEY STRATEGY ‘Micro planning’

1 AND 2 strategy

SVEEP KEY STRATEGIES

‘Bridging the
KEY STRATEGY gap’ strategy
3

‘Environment
KEY STRATEGY building’ strategy
4, 5, 6

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4.1 Key Strategy 1: Booth/Polling Station Level Planning

And Action
Booth/Polling station is the centre of electoral planning and action. In the SVEEP
strategy there has been a sharp focus on the booth as the center of action extending
from state, district and constituency.

4.1.1 Grading of Booths from a voter turnout perspective

It is proposed that the booths need to be graded according to their voter turnout
percentage in colour categories of rainbow where red of VIBGYOR marks the booth with
lowest (less than 40% voter turnout) and violet denotes the highest turnout percentage
(90% & above). This would help to understand the turnout percentage at each booth at
a quick glance.

S. No. Voter Turnout percentage Booth Grade - (VIBGYOR) Colour

1 90% and above A- Colour violet

2 80-90% B- Colour indigo

3 70-80% C- Colour blue

4 60-70% D - Colour green

5 50-60% E- Colour yellow

6 40-50% F- Colour orange

7 Less than 40% G- Colour red

Voter turnout-wise polling booth categories depicted on basis of VIBGYOR

SVEEP KEY STRATEGIES

V I B G Y O R

For each upcoming election, registration and turnout at each booth need careful
mapping and categorization based on the most recent election (Lok Sabha or Assembly
Election as the case may be). This evidence based data must be analyzed for ‘reasons for
high turnouts’ or ‘reasons for low turnouts’. SVEEP VIBGYOR would guide the formulation
of the micro plan for each booth which shall govern the entire SVEEP strategy.

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4.1.2 Understanding key players at Booth Level Strategy

There are three key players at the booth, viz.
• Electors/ non-electors/ voters/ non-voters/prospective voters.
• Booth Level Officer (BLO).
• Booth Level Awareness Groups (BAGs) & other partners.
The booth level strategy has the power to deliver individualised, customised
outreach and interpersonal communication and social mobilisation efforts to motivate
the voters sitting on the fence and even the resisters. In order to carry out the multifarious
responsibilities detailed below, the BLO needs to function as a team (himself being the
team leader) along with the grassroot functionaries.
The Commission has already issued detailed instructions1 regarding the constitution
of BAGs, who may be the hub for implementation of SVEEP activities at the booth level.
The BAGs are to be formed by the BLOs comprising of grassroot level functionaries,
representatives of local body, school/college in the booth area, NSS/NYK volunteers,
CSOs/NGOs. The DEO is the overall incharge of functioning of BAGs.
A booth specific strategy in future years calls for thorough understanding the
evidence based planning, readiness and reorientation and training for the massive
workforce of over 11 Lakh BLOs who are the real foot soldiers of the election registration
and voter participation system.

4.1.3 Details of the Booth Level Strategy

There are two key aspects of the booth strategy:
• Registration
• Polling
The activities to be undertaken at booth level for both these aspects are outlined
below:
• BLO should carry out a situation analysis and analyse the available data in the
current electoral roll in addition to checking existing gaps in registration and
turnout through field visits.

SVEEP KEY STRATEGIES

• Special efforts should be made to identify the newly eligible, newly arrived and
prospective voters and their enrollment should be facilitated.
• Persons with Disabilities and the socially prominent electors should also be
identified and marked in the electoral roll.
• The door to door surveys by BLOs should be utilized for identifying errors in the
electoral rolls in terms of family tagging, error in age, relation type and relation
name, identifying deceased/permanently shifted voters and collect the relevant
forms for correction/deletion. Clean up the electoral roll of every booth by removing
all decreased, shifted and untraceable electors. Apply DSE/PSE across states and

Vide Letter No. 23/1/2015/ ERS dated 27. 2.15

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delete duplicate entries after obtaining the

relevant form.
• Verify all 80 year plus and women (> 25
BLO to identify all categories
years), focus on high EP and low turnout of traditional/habitual non-
booths, make Form 6 submission impossible voters in his jurisdiction and
for an already enrolled elector. ensure their registration.
• An attempt should be made to add the mobile
numbers of voters in the electoral roll.
• BLO to identify all categories of traditional/
habitual non voters in his jurisdiction and ensure their registration.
• BLO to facilitate registration of eligible PwD and senior citizen electors for availing
the absentee voter Postal Ballot (PB) facility.
• BLO and BAGs to also assist every voter in installing ECI mobile Apps: Voter
Helpline App, PwD App, KYC App, cVIGIL, etc and explain their features. BLO
should popularise the online electoral services amongst the citizens by explaining
the ease and other benefits of using ECI portal and Mobile apps.
• ERO to ensure that all communication and outreach material-posters, handouts,
booklets etc. are displayed/distributed through BLO at the booth and other
prominent places.
• BLO must prepare in advance for the intensive SVEEP activity during SSR to
ensure that the prospective, newly eligible and left out voters in his/her booth
are all contacted, informed, and facilitated/assisted on the spot in submitting
application for registration (form 6).
• A monthly session – ‘Masik Matdata Baithak’ - needs to be scheduled on the first
Sunday of every month from 10am till 2pm to provide access to citizens to get any
registrations, corrections, information and other election related services and
address their grievances.
• BLO, assisted by BAGs, should convene ‘Chunav Pathshala’ on the second Saturday
of every alternate month from 2pm to 4pm.
SVEEP KEY STRATEGIES

• BLO should create WhatsApp/Telegram groups comprising voters, ELC nodal

officers and campus ambassadors of school/college in his/her jurisdiction.
• BLO must distribute voter slips, voter assistance guide and administer voter’s
pledge to all electors in his/her area well before the poll day.
• Before the poll day, BLO should register eligible electors to avail the pick and drop
facility.
• On poll day, BLO must man the helpdesk at the booth to assist the electors in
locating their names. He should also tick the names of all voters who turn up for
voting and prepare a list of non voters for subsequent interaction with them to
understand the specific reasons for their non participation and document the
same and submit to the ERO for planning the future interventions. BLO should use

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deceased or permanently shifted.

• BLO must ensure due assistance to senior citizens, PwDs, pregnant women and
lactating mothers at the polling station with the help of volunteers.
• BLO with assistance from booth level icons (wherever possible) should celebrate
NVD at the polling booth and felicitate newly registered voters.

4.1.4 Support Recommended for Booth level strategy

• All BLOs may be provided with a customised tablet that will have the pre-loaded
electoral roll of his polling station area, along with all ECI Apps and ELC resource
materials.
• The dress code of BLOs and other election and polling functionaries should be
defined.
• It should be ensured that the polling booth assigned to a BLO is close to either
his/ her house or place of work.
• A Training Needs Assessment (TNA) for BLOs & BLOs supervisors should be
conducted. Special SVEEP Training module for BLOs to be developed and new set
of training exclusively on SVEEP and its new dimensions to be imparted to all the
BLOs.
• The honorarium for the BLOs should be reviewed and enhanced to make it
commensurate with the additional responsibilities entrusted to them.
• A systematic review of the existing BLO system should be undertaken at the ECI
level with a view to bring it in tune with the current times.

4.2 Key Strategy 2: Addressing Low Registration and Low

Voter Turnout at Constituency Level
In order to address low registration, a comprehensive situation analysis should be
carried out by undertaking analysis of the electoral roll and reviewing the key ratios (EP
ratio, gender ratio, PwD ratio, age cohort ratio). It is important to capture all non-voters
to have better understanding, targeting and outreach.

SVEEP KEY STRATEGIES

The District Election Officers (DEOs) and the Electoral Registration Officers (EROs)
are expected to play a pivotal role with respect to the turn around of low registration and
low turnout constituencies. DEO should undertake analysis of ER data and turnout data
of all the constituencies in his jurisdiction, grade them with regard to their registration
and turnout levels. The ERO should then proceed in a systematic manner to identify the
actual non-electors or non-voters with the help of BLO house-to-house visits and the
BLO report on non-voters pertaining to the last election respectively. Based on these
findings, they should plan suitable interventions, outreach and partnerships to address
the gaps in registration and turnout as the case may be. The performance of ERO with
respect to such plans should be regularly monitored by the DEO until the constituency
is fully turned around. If any technological or policy level changes are required the

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In this regard, PwD voters, occupants of newly constructed habitations, third

gender citizens, homeless, migrants and all left out voters may be identified with the
help of door to door surveys conducted by BLOs.
Special focus should be given to the polling stations reporting low turnout during
the most recent election. One reason for low turnout could be impurities in the electoral
roll. In order to address this issue, all duplicate or multiple entries, entries of dead voters
and permanently shifted voters should be identified and deleted. This also requires
appropriate SVEEP intervention in order to solicit the cooperation and assistance of
local residents in low turnout constituencies. A concerted effort should be made to
identify the non voters at the Booth Level as detailed above under key strategy 1 and
ensure their registration and participation by employing the paradigm of IMF-EEE.
Most of the out migrants are not able to vote due to their being away from the
constituency on the poll day. This problem needs to be addressed by ECI by extending
the facility of postal ballot to such voters or developing suitable technological solutions.
Addressing the problem of youth apathy is critical particularly in the urban areas.
For this purpose the appropriate collaboration needs to be forged with educational
institutions and activating ELCs to ensure that the young voters do participate in the
electoral process.
Another area of concern is the low registration of women as evident from the
difference in gender ratio of the census data and that in the electoral roll. Therefore
all constituencies reporting significantly low gender ratio must take up women centric
SVEEP interventions, forging partnerships with NGOs and organising special registration
camps. A concerted effort to be made to ensure inclusion of all newly married women in
their new constituencies and deleting their names from the old constituency.
Low turnout could also be due to inconvenience during voting in the past as revealed
in door to door survey during SSR, or in the Endline KAP survey. Therefore, deliberate
efforts should be made to review the location and building of the polling station as well
as the status of Assured Minimum Facilities (AME). Any issues in this regard should be
comprehensively addressed to enhance ease of voting in the next election.
SVEEP KEY STRATEGIES

Other reasons for low voter turnout could be distance, unreachable pockets, fear,
ignorance, and hesitancy, loss of wage, threat or inducement among other things.
Therefore, election turnout data needs to be analysed to understand the patterns and
factors for low turnout. Specific election data analysis with data slicing and mining is
likely to give better evidence-based insight for SVEEP interventions for addressing low
turnout at booth and constituency levels.

4.2.1 Capturing Voter Segment Turnout:

At present, voter turnout data is captured only at the gender level. Appropriate
mechanisms should be developed by ECI to capture voter turnout data of every voter
segment like PwDs, homeless, migrants, youth, senior citizens, etc.

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If a particular voter segment is showing low turnout, it is imperative to understand

their issues and perspective and design new engagement and extended outreach
strategies. In this scenario, it is important to reach out to the community concerned
to understand the reasons and a SVEEP strategy should accordingly be developed.
Research and data analysis pre-SVEEP intervention and post SVEEP interventions
should be undertaken.

4.2.2 Understanding Non-Voters

About 33% of the eligible voters did not vote in the last Lok Sabha elections in 2019. To
be able to understand these non-voters some indications of the challenges and barriers
have been highlighted in the KAP surveys that need to be taken into consideration.
There is a need for deeper understanding of the profile and categories of the non-
voters to be able to better service them to actively participate in the electoral process.
Non-voters are best identified and engaged at the AC and booth level. ECI may develop
a standard framework for identification, analysis and engagement of non-voters at the
booth and constituency levels.
Understanding the non-voters profile requires us to approach it from an evidence
based analytical perspective. Available election data and research studies tell us that
they can be seen in the following subtypes.
Migrants, PwDs, TGs, women, service voters, sr. citizens voters, overseas voters, first
time voters, marginalised sections are more likely to become “non-voters” due to specific
barriers, attitudes at individual or societal levels. People suffering from developmental
or intellectual disabilities often get excluded due to societal prejudice about their ability
to participate. Non-voters also include people in transit such as travellers and
drivers, etc. as well as voters out of constituency due to work travel/business, tourism,
education, marriage, health implications, incarceration or those involved in 24 hr
essential or shift services. Additionally, this may include those who have not registered
and hence do not have voter ID yet (although eligible), those whose names are deleted
from the electoral roll and those who do not want to vote despite having voter ID or

SVEEP KEY STRATEGIES

registration because of some reason. Existence of general apathy towards electoral
participation would need to be understood and addressed in a systematic manner.

4.2.3 Actions for addressing Non-Voters

Every CEO should make a concerted effort through his DEOs and EROs to ascertain and
catalogue the communities in different parts of the state who are currently not able to
participate in the electoral process due to their peculiar circumstances and map such
non-voter communities to specific constituencies and booths as far as possible. While
cataloguing these non-voter communities the CEO should consult experienced field
officers with known reputation for objectivity and public commitment, political parties
and civil society leaders. There may be hundreds of such non-voter communities in the

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country who get excluded from the electoral process due to reasons such as:
• Inaccessible habitats or isolated existence
• Utter ignorance about the political and electoral process
• Living in a nomadic lifestyle with no fixed residential address
• Seasonal migration due to harsh winter or summer or floods
• Forced migration due to natural disaster or famine etc.
• Religious or cultural aversion to electoral participation
• Forced exclusion due to terrorism, militancy, naxalism
• Local boycott of elections due to community grievances
• Extremely exploitative working conditions/ forced labour
• Communities facing social stigma (eg sex workers)
• Social ostracisation or coercion by dominant groups
• Identity based political marginalization or alienation
• Homelessness in urban areas

Needless to say, it’s going to be a dynamic catalogue that would need to be updated
and mapped well before every election in order to design specific interventions and
timely action by DEO and ERO to facilitate their registration and participation.
For designing specific interventions to motivate non-voters a suitable mechanism
needs to be devised to understand the difficulties faced by them through BLO or by
conducting a survey. Unless specific reasons for non-participation are ascertained,
evidence-based SVEEP interventions cannot take off.
The BLO should engage with who are registered as voters but did not cast their
vote on the poll day. For this, a special meeting of Chunav Pathshala could be convened
and through collective conversation the reasons of non-voting could be identified and
addressed. The endeavor should be that such electors are motivated to participate in
the future elections. Names of those found to be dead or permanently shifted should
be deleted by filing Form-7 at the Chunav Pathshala itself through Garuda app by BLO.
A special drive should be undertaken for the non-voters to address gaps in
SVEEP KEY STRATEGIES

information, and help them overcome the mental blocks, myths, misconceptions and
misinformation. A suitably designed campaign specifically to address non-voters to
help them realise the importance of their vote and take all necessary steps to facilitate
their participation and remove any difficulties faced by them.
A range of media may be utilised for communication and reaching out to the non-
voters with a variety of materials and campaigns for taking the message forward.
Communication campaigns may be done through mass media, folk media and other
forms of media besides direct people-to-people contact using interpersonal
communication through Anganwadi Workers (AWWs) and Accredited Social Health
Activists (ASHAs). Familiarisation with the facilities and ensuring a pleasant voter
journey and experience utilising role models, icons and common citizens who overcome

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their resistance and barriers to cast Commissioning Research Studies/

their vote. Special non-monetary Projects
incentives and celebration of those • Commission a pilot study for
voters who have been non-voters but identifying, understanding,
cataloguing, enrolling, and securing
choose to vote and make them visible
participation of non-voter communities
in social media and user generated
(who live in peculiar circumstances
content can also be attempted. that hamper their registration and
Those non-voters who are participation) in 2-3 states of India
temporary out-migrants owing to • Commission a pilot study on combating
reasons of studies or business or work youth and urban apathy in registration
and participation in 2-3 metropolitan
or medical treatment may be reached
cities of India
out through suitable means. They may
• Commission a pilot study on the lowest
be motivated through direct contact turnout AC of 2-3 states to understand
over phone, email, etc. as well as the causes behind the low turnout and
through their family members and their the effective remedies to turn around
educational institutions or employers such ACs
• Commission a pilot study in 2-3 ACs of
emphasizing the importance of voting.
India on the impact of out-migration on
Incentives like fare concession in
voter turnout in the home AC, barriers
travel, giving appreciation certificates to voting in the host AC, the incidence
and honouring such voters by of double/ multiple enrollments
their institutions or employers and amongst out-migrants and finding
celebrating their electoral participation effective remedies to these problems
• Commission a pilot study in 2-3
on the websites and social media
organizations in different metropolitan
handles of their institutions/companies
cities to understand the incidence
could be considered. and reasons of availing paid holiday
Those who do not participate in the on poll day but not voting and possible
electoral process due to apathy, (which remedies to address this problem
is particularly a phenomenon amongst
youth and urban elite) may be reached out through a variety of engaging interventions

SVEEP KEY STRATEGIES

including social and digital media. Targetted interventions and newer ways of tackling
this problem such as accountable utilization of leave provided to the employees on
polling day needs to be explored. ELCs at all levels can play an important role as well if
their activities are particularly geared towards this end.
The subject of seeking participation of non-voter communities in electoral process
needs further understanding for which pilot/ research studies may be commissioned.
One such study recommended is identifying, cataloguing, enrolling and securing
participation of non-voter communities (who live in peculiar circumstances that
hamper their registration and participation) in 2-3 ACs of India. The study report should
be shared with all CEOs to undertake similar excercise in all ACs of their states.

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4.3 Key Strategy 3: Targeted Interventions to Ensure

Inclusive Elections
The Targeted Intervention strategy was introduced in SVEEP 2 phase starting
from 2013. In SVEEP the Targeted Intervention strategy is further refined and
sharpened to make it more effective and efficient. Targeted interventions for specific
target audience segments are to be necessarily based on evidence, i.e., data and
analysis in order to understand the challenges, barriers and gaps through analysis of
KAP surveys and other available data.
To engage specific target groups identified through a rigorous mechanism
that takes into account data from each polling station, customised interventions may
be designed, especially to make possible the active participation of youth, women,
apathetic urban voters and identified left out groups/communities. Different audience
segments have specific characteristics, issues, challenges, barriers, needs, media
habits, knowledge levels, power dynamics, drivers, triggers to help them to come
forward and take the desired action.
The steps in undertaking the targeted intervention include mapping of the target
segment, situation analysis, defining objectives, communication, media and outreach
activities, involving partners and collaborators, training and capacity building,
monitoring and tracking of activities and outcomes.

1 2 3 4 5 6

Youth
25-30% Women/ Urban/Semi- Service
Sr. Citizens/
Rural/Tribals Elderly/
First Time Gender urban/Metros Voters
50% 60-70% 20-30% 1-2%
Octogenarian
voters 4-5%
2-3%
SVEEP KEY STRATEGIES

7 8 9 10 11

Marginal and Populations

vulnerable Persons with
Migrants/ Overseas in Conflict
population Disability
Daily Wagers Voters/NRIs and Difficult
including (PWD)
30-35% 1% 2-3%
Areas
Transgenders 5-6%
25-30%

(Note: The total is more than 100% because of the overlap in categories)

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Target Audience Segments

The target segments need to be further studied and analysed. The demography of
these target segments is provided below for illustrative purposes to help states and
districts to develop contextual, need and evidence based interventions.

4.3.1 Targeted Intervention Strategy for Women

Women are a very important segment from election and voter
participation perspective as they constitute almost 50% of
the population. Although there has been very significant
progress in women participation and reduction in gender
gap in voting over the years there are some challenges that
need to be addressed strategically to further enhance the
participation of women.
In Lok Sabha Election 2019, the women voter turnout
exceeded that of men thereby not only reducing but also reversing the gender gap. This
achievement needs to be sustained with continued efforts.

 Women are not a homogeneous target segment. They

Key Issues include various sub segments such as rural, urban, tribal,
illiterate, low-literate, moderately literate, educated and
professional. From a Social Economic Status (SES) perspective, the home makers,
working and professional category as well as daily wagers, and unemployed
women have to be understood differently. Migrant, marginalised, vulnerable,
minority women have their own share of challenges and barriers.
• A large number of women, especially middle aged and older women, may not
have any access to information sources, such a newspaper, radio TV, mobile
etc. even though that may be available to other male members of the family. This
creates an information asymmetry and makes it even more difficult to reach out
to them with correct and timely information about elections including ethical and

SVEEP KEY STRATEGIES

inclusive aspects.
• Women are also influenced by the male members of the family and community
and may not vote strictly as per their own choice.
• Women who have married in a different location or are working in transferable
jobs or are seasonal migrants, sometimes are not aware of the facility of moving
their voter ID to the new constituency.
• The new women voters or first-time voters may face a challenge in registration
and participation due to lack of access to internet and restrictions on mobility.

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 Update and maintain gender disaggregated data for

Action Points planning evidence-based interventions.
 Conduct detailed analysis of media consumption patterns
of women segments.
• Develop gender sensitive checklists for producing communication material and
activities and take up women centric communication interventions.
• Produce creative communication material on registration and voting in the form
of print, A/V and other formats for different media and disseminate at suitable
points.
• Utilising women Icons for motivation of young women for enhanced participation.
• A comprehensive trainer’s kit may be designed and made available to the states.
Translation of the literacy material and Training of Trainers & Facilitators for
CSOs, SHGs, ASHA, AWW, etc needs to be done at CEOs level.
• Include gender sensitisation in training modules for master trainers at ECI and
state level. Gender sensitization of election officials including BLO and security
personnel deployed during elections.
• Raise awareness on new mobile apps, voter helpline 1950 and NVSP for access
and information updates.
• Use the existing local AIR and DD programmes focussed on women to spread
electoral awareness.
• Door to door outreach to rural women through Aanganwadi workers, ASHA, Self
Help Groups and cooperatives working with women. Organise activities and
competitions like folk art, rangoli etc.
• Enhanced focus on inclusion of doubly marginalized categories of women like
migrant-women, tribal women, marginalised women, those in far-flung and
conflict-ridden areas especially difficult terrains.
• All women polling stations managed exclusively by women officials.
• Facilitation of women voters through separate queues, separate toilets, creches
and volunteers at polling stations.
SVEEP KEY STRATEGIES

 Ministry of Women and Child Development may be

Partnerships requested to have electoral education in all its outreach
initiatives, especially the large ICDS/’POSHAN’ programme
with over 13 Lakh Anganwadi workers (AWW) across the country.
• National Rural Livelihood Mission with State Rural Livelihood Missions across the
country have a large network of SHGs, which may be utilised for outreach at grass
root level.
• Ministry of Education through its various programmes for women and girls.
• CSOs/NGOs working with women and adolescent girls, training institutions
working with women.

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• Media Houses producing programmes on women leaders.

• Business and corporate houses and associations for larger participation of women
in their workforce.

4.3.2 Targeted Intervention Strategy for PwDs

PwDs constitute a special category of citizens. As per Rights of
Persons with Disability Act 20162 there are 21 types of disabilities.
(Refer to Annexure 5). The ECI vision of a fully accessible
election must enable people of all 21 disabilities to be able to
register as voters and participate in voting without any hardship
or inconvenience. This in itself is a huge challenge as each type
of disability has to be comprehensively addressed and overcome
at each stage of the electoral cycle through appropriate procedures,
technologies, infrastructural facilities and logistical support. In addition, there is the
challenge of changing attitudes of the society as well as the election machinery in
respect of each specific disability with respect to their electoral rights. It is important
to understand the issues and challenges faced by each category of PwDs and take
steps at policy and operational level to ensure enhanced PwD electoral participation.
Therefore, accessibility is a major theme of SVEEP strategy.
Various instructions3 have been issued from time to time to render the entire
electoral process (from enrolment to voting) accessible to all including persons with
disabilities and senior citizens. Some of the initiatives are:
• Marking of PwDs in the electoral rolls
• Pre poll and poll day facilitation
• Assured Minimum Facilities: Ramps, wheelchairs, volunteers, priority voting, ISL
interpreters, braille posters, braille dummy sheet etc.
• PwD Polling Stations (manned by PwD staff)
• Printing of EPIC in Braille
• Braille enabled EVMs

SVEEP KEY STRATEGIES

• PwD mobile app (with accessibility features)
• Pick and drop facility
• Absentee voter postal ballot facility
• Disability coordinators in all Assembly Constituencies (ACs)

2 https://disabilityaffairs.gov.in/content/page/acts.php
3 In a circular issued on March 12, 2016 and September 7, 2016, the Commission directed mapping of PwDs, system
sensitization & Training, auxiliary polling stations with better facilitation, involvement of stakeholders, and specific
SVEEP activities and a comprehensive activity regarding ease of registration and voting for PwDs

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An evaluation study4 of the outcomes of SVEEP activities and facilities provided to

PwDs in General Assembly elections 2018 and Lok Sabha elections in 2019 in Karnataka
cites that in an effort to encourage participation by PwDs, 26 polling stations were fully
manned by PwD staff in general assembly elections in 2018 which was increased to 98
polling stations in 2019 Lok Sabha elections.
The National Advisory Committee (NAC) on accessible elections has developed a
vision document5 for implementing fully accessible elections by 2024 and to devise
Accessibility Action Plan 2020-2024. It should be tracked regularly for its progress.
Crossing the Barriers: Accessibility initiative 2021 (ECI) documents innovative
practices and accessibility initiatives for empowering PwDs and charts the way forward
for SVEEP.

Persons with Disabilities have to be identified and included/


Key Issues marked in the electoral roll.
 Electoral machinery is not fully sensitized to the
special needs of PwDs.
• Some polling stations may still not be accessible to disabled voters.
• There is a lack of motivation among PwD voters to turn out to vote.

Maintaining and updating a disaggregated data base for


Action Points all types and categories of PwDs and sharing it with all levels
of election functionaries.
• Ensuring that BLOs collect information about PwD electors and their type of
disability while carrying out routine house to house surveys that will help polling
officials to provide facilities to them during elections.
• Streamlining, expanding and marking PwDs electors by linking ERO NET and MSJE
portal and by the BLO through Garuda app.
• Designing strategy and evidence based interventions for enhancing electoral
participation.
SVEEP KEY STRATEGIES

• Hiring professional agency for accessibility audit of polling stations before at

least six months of elections and after carrying out remedial action.
• Door to door electoral services to PwDs and ensuring that no PwD voter is left
behind. Providing information about absentee voter postal ballot facility for
PwDs. Correct and complete information dissemination to PwDs through all forms
of available communication channels.

4 Evaluation study of the outcomes of SVEEP activities facilities provided to PWDs in General Assembly elections 2018
and Lok Sabha elections in 2019 in Karnataka, CEO Karnataka
5 Vision Document, National Advisory Committee on Accessible Elections (NACAE)

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• Use of 3D tactile signage at polling stations, use of braille and other non-
negotiable interventions as per existing standards issued by the Ministry of Social
Justice and Empowerment.
• Distribution of accessible photo voter slips to voters.
• Ensuring Assured Minimum Facilities (AMF)-separate queues, ramps and their
standardization at all polling stations, besides PwD friendly toilets, availability of
wheelchairs and free transport.
• Special informative material to be developed for PwDs in form of brochures,
audio/ AV material etc. with the help of specialized agencies and departments
along with a trainer’s kit.
• There are skill development programmes for PwD organised by the Ministry of
Social Justice and Empowerment; voter education content should be included in
these programmes.
• Some CSOs regularly conduct vocational training for blind and deaf people. Voter
education content for PwDs should be made available to these CSOs for training.
• There should also be focus on doubly marginalized groups such as women with
disabilities who are below the poverty line.
• Engagement strategies with Icons with disabilities need to be increased
to motivate persons with disabilities to get enrolled, marked as voters with
disabilities and to cast their vote during elections. More PwD Icons should be
engaged (e.g., Paralympic winners).
• The existing PwD mobile application to be promoted to reach out to all PwDs.
Additionally, PwDs should be made aware of the accessibility features in mobile
apps, website, helpline and other social media platforms.
• Development of accessible communication formats for specific disabilities.
• Accessibility observers to be deployed in all elections.
• Special training modules for SVEEP teams, volunteers, polling parties and security
personnel to sensitize them about needs of PwD.
• Sign language windows in audio visual and advertisement content for the

SVEEP KEY STRATEGIES

convenience of deaf persons should also be provided. All social media outreach to
cater to accessibility standards.
• The facilitation of Persons with developmental and intellectual disabilities for
their registration as voters and participation during elections.

Department of Empowerment of Persons with Disabilities


Partnerships in Ministry of Social Justice and Empowerment.
 Various Line ministries & depts engaged with the sector.

• Institutions and NGOs at national, state district & local levels which look
after PwDs.

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4.3.3 Targeted Intervention Strategy for Migrants

As per the Census of India 2011, the total number of internal
migrants in India is 45.36 crore or 37% of the country’s
population. This includes inter-state migrants as well as
migrants within each state. The annual net flows amount
to about 1 percent of the working age population. As per
Census 2011, the size of the workforce was 48.2 crore people.
This figure is estimated to have exceeded 50 Cr in 2021.

80
in lakhs

60 Net in-migration 60
48
40
23
20 13
6 5 7 7 7
0
4 2 1 2 6 2 4 3 0
20 12
40
60
Net out-migration
63
80
83
100
AP&TS AS BR CG DL GJ HP HR JH JK KA KL MH MP OD PB RJ TN UK UP WB

Figure: Inter-state Migration (in lakh) 6

As India continues to urbanize at a rapid pace, cities and towns are going to
continuously be growing, presenting a challenge for election management. While some
migrants like agricultural labourers may migrate for specific seasons, there may be many
who migrate and live in places other than their place of birth for years. Parts of their
families may or may not migrate with them. There are a handful of small-scale studies7
that attempt to document the problems faced by migrants in exercising their voting
rights. In terms of enrolment and registration, the challenges include errors (names,
SVEEP KEY STRATEGIES

address) in the electoral rolls. Some may have become voters at the new location. Yet
some others may have their voter IDs at their native place and may not have changed it
to their current place. Being away from home they may not be able to cast their vote in
local, state or national elections as returning back to their constituencies at the time of
elections is considered an expensive affair. Another challenge is the lack of awareness
about other IDs being admissible for voter verification or how to get the voter ID in the
new location.

6
https://prsindia.org/theprsblog/migration-in-india-and-the-impact-of-the-lockdown-on-migrants?page=123&per-
page=1
7
TISS, 2015, Inclusive elections in India: a study on domestic migration and issues in electoral participation

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A draft national policy on migrant labour was prepared by NITI Aayog and a working
sub-group in 2020. Identifying the challenges, the draft policy underlines how “political
exclusion” – their facing hurdles in voting — leaves migrants “unable to make political
demands for entitlements or seek reforms.” The policy recommends that there should
be mechanisms to “enable voting” by migrants for greater electoral participation.
It has been recently decided by the Commission that the possibilities of remote
voting, may be explored for migrants on a pilot basis. A Committee is being set up to
examine the issues of migrant voters.

Migration & change of residence occur due to education, for


Key Issues marriage, work, better quality of life and so on. More often
than not, this shift entails movement from one state to
another or from village to town or town to metropolis or within the same urban
centre for reasons of housing. Most of out migrants are unable to cast their votes
being away from their constituency.
• Migrant voters may fail to get voter identity cards in the place where they have
migrated. Alternatively, they may fail to get their names deleted from the electoral
rolls of their native place. They may not even wish to shift their names in the
electoral roll for other personal interests. This creates the problem of double/
multiple entries.
• The internal migration situation poses a major challenge for electoral registration
and voter participation. There is a need to reach out to this migrating population
and capture the migrants through as many authentic means as possible.

Migrants’ data to be made available to DEOs and


Action Points disaggregated data on migrants should be obtained and
updated regularly.
• Migrant mapping and vulnerability exercise should be regularly undertaken
during election and non-elections days. A research study and national level

SVEEP KEY STRATEGIES

survey to be taken up to study the issue in detail and interventions to reach out
may be planned based on the evidence .
• Identification of short term/seasonal migrants, especially among poor and
disadvantaged sections construction workers, brick kiln workers, auto drivers,
rickshaw pullers, sex workers, private security guards, household help, cab
drivers, ‘dabbawalas’, courier workers, beauty parlour workers, plantation workers
etc. and taking up appropriate voter education activities for them through all
available means of communication.
• Direct contact with out migrants over phone, sms, e-mail as well as through their
families, educational institutions, employers etc.
• A particularly vulnerable group of domestic migrants whose lives are often not

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captured in the official statistics are girls and women who are exposed to the
danger of sexual harassment and violence and then remain invisible when it
comes to voting for domestic migrants. A gender centric migratory approach may
be developed for their safe and secure participation in elections.
• Provide awareness and electoral support services for migrants at the source and
destination areas.
• Raise awareness about voter’s rights among domestic migrants through a special
campaign.
• Helpline for domestic migrants in their place of destination staffed by people
speaking different languages.
• Enlisting the support of youth organizations and non governmental organizations
in ensuring domestic migrants’ participation in elections. Greater roles may be
assigned to CSOs working in this field.
• Construction and building agencies may also be roped into ensuring the
registration and voting by the migrant labourers employed.
• Sensitisation of voters to fill in necessary forms and also the motivation to check
their names on the roll ahead of the poll day will have to be given priority.
• Create awareness about alternative admissible documents for voter verification
at polling station.

 Ministry of Labour and Employment.

Partnerships  Ministry of Housing and Urban Affairs.
 Youth organizations and NGOs.
 Corporates, Industrial associations.

4.3.4 Targeted Intervention Strategy for Urban Voters

India has reached a “tipping point” of transition from a predominantly rural to an
urban society. According to the United Nations World Urbanization Prospect Report,
2018 around 34 percent of India’s population at present lives in cities and towns, an
SVEEP KEY STRATEGIES

increase of three percentage points over Census 2011. By 2031, it is expected to touch
the 40 percent mark. By 2051, half of the nation’s population is expected
to live in cities/townships. Future of urban voting, therefore, is
both interesting and challenging to contemplate. Cities, for
instance, attract migrant workforce who could, in theory,
remain rural voters even while residing in the city.
Though cities act as hubs of urban politics, they are also
marked by apathy towards it. The outlook of its inhabitants
is more individualistic and apolitical. More interested in
economic pursuits, they feel they have little to gain or lose
from politics. Administrators matter more in the perception

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of city dwellers than the elected representatives. A sizable section of people in cities
live in rented accommodations. They might shift from one constituency to another,
and drop out on voting on the polling day. Migrant workforce might not feel any
‘cultural connect’ with candidates put up by political parties, and might not feel
motivated to vote.
In successive elections, electoral participation in India’s big, metropolitan cities
has been lower vis-à-vis semi-urban and rural constituencies. According to the data
available, voter apathy is acute in urban areas despite high awareness about voting
rights. Several cities experience a cluster of holidays around polling day leading to
vacation exodus. In this regard, the Commission has recently taken note of the fact that
under the Negotiable Instruments Act, the polling day is declared as a holiday for all
workplaces with the primary purpose of facilitating voting by the employees. It has been
decided to write to all central and state government departments, CPSUs and State PSUs
and Corporate entities with 500 plus employees to monitor how many employees avail
special casual leave on polling day but don’t vote. The DEOs have been tasked with the
responsibility to ensure that these organisations appoint nodal officers to ascertain leave
availing but non-voting employees. Such non-voters, who have availed paid holiday on
poll day, need to be reached out to and motivated for electoral participation.

 Urban sub segment data may be disaggregated for better

Action Points targeting and designing sub segment specific
communication strategies.
• Specific media plans with targeted messaging could be tried for:
Š Urban Rich: Appeal to higher self-esteem and privilege.
Š Urban Middle class: Appeal to rights, responsibility and opportunity.
Š Urban Poor: Appeal to the power, voice and choice.
• The motivation gap in urban voters despite having awareness about voting rights
and responsibility may be met through innovative mobilisation activities to
capture their interest.

SVEEP KEY STRATEGIES

• Utilising services of 4800 Urban Local Bodies - the Municipal Corporations, the
Municipalities and the Notified Area Councils (which play an important role in
reaching out to the people) through integrating voter education in their ongoing
programmes or by mounting special programmes.
• Urban Local Bodies (ULB) members can be trained to popularise the use of ECI
Mobile Apps including Voter Helpline App, etc and explain to the people the use
and benefits of these apps in addition to facilitating installation of these apps by
them.
• Effective utilisation of Social and Digital Media applications and platforms and
special online campaigns through Facebook, Instagram, Twitter, YouTube,
WhatsApp, Telegram, Koo, etc.

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• Mass mobilisation events like rallies, human chains and candle light vigils may
also be utilised with good effect.
• Corporate bodies, trade organizations, RWAs and other community organizations
may launch special campaigns. Such efforts may be focussed more in mega cities
- Delhi, Mumbai, Kolkata, Hyderabad, Bengaluru etc.
• Smart Cities project offices and personnel can be utilised as partners to reach out
to urban cities and centers to work towards overcoming urban apathy.
• Construction and building agencies may also be roped into ensuring the
registration and voting in the informal construction sector workers and members
of housing societies.
• A large number of metro projects can be leveraged for expanding SVEEP outreach
in metro cities.
• Engaging activities specially for the migrant persons in urban areas may be
organised through print, electronic and interpersonal communication and with
the help of youth organisations, local influencers etc.
• Special registration drives and camps for urban poor segments in resettlement
colonies and slum areas. Voter Facilitation Centers that have been set up already
could be re-energized.
• Utilisation of frequent points of contact such as Water bills, Electricity bills,
Health outlets, Dispensaries, Pollution check certificates, CSCs, Ration shops for
information dissemination and demonstrations of EVMs-VVPATs.
• ELCs in Schools and Colleges can play an important role in combating the
challenge of urban apathy. Preparation of more engaging edutainment material
for easy access and viewing may help.
• VAFs at workplaces can be extremely useful in combating urban apathy and not
voting despite availing polling holiday.

 Ministry of Housing & Urban Affairs, Urban Local Bodies.

Partnerships  Corporate sector, business and industry associations.
SVEEP KEY STRATEGIES

 RWAs, NGOs and youth organisations.

• Airports, banks, food delivery and e-commerce services.

• Transport services (Metro, Bus etc)

4.3.5 Targeted Intervention Strategy for First Time Voter/Youth

The population of the country as per Census 2011, below 35 years of age is 51.8%. Of this
48.2% are women and 51.8% are men. About 30.1% reside in urban areas and 69.9%
are based in rural India. Significantly, the Census numbers estimate the population
in the critical demography category of 18-35 years of age to be 31.3%%. The first-time
voters, estimated from the Census data and adjusting for the fact that the survey was
conducted in 2011, stacks up to 14.93 million.

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The promise of democracy lies in a sincere youth voter.

The Constitution (Sixty First Amendment) Act, 1988 lowered
the minimum qualifying age for voting from 21 years to
18 years by amending the Article 326 of the Constitution.
The demand to rationalize the threshold age was long
one, and as early as 1971 a joint committee of Parliament
recommended its reduction to 18 years. While the decision
resulted in larger enfranchisement, electoral participation in
the age group 18 to 19 years has not been encouraging. Political
indifference also tends to overshadow the greenhorn enthusiasm. It puts
an obligation on the authorities to cultivate political awareness amongst youth and
facilitate them in the registration and voting process.

While imparting knowledge to children from school level itself


Key Issues on the right and duty of exercising one’s franchise as an
enlightened voter is a critical necessity, electoral literacy is yet
to be integrated in the curriculum of
schools, colleges and universities.
• The educational institutions are yet to
play a proactive role to facilitate online
registration of first time voters. A
A database may be created
database for the same may be created for perspective voters
for prospective voters from the age of from the age of 17 years old
17 years old onwards. onwards
• Through ECI efforts to engage the
youth in formal education system,
some benefits have been achieved in
enhancing participation of the youth, the challenge is more to reach out to youth
outside educational institutions.

SVEEP KEY STRATEGIES

• The school dropouts and young force in unorganized sectors, both in urban and
rural areas can be effectively connected to eletoral processes through VAF and
Chunav Pathshalas respectively.
• Youth apathy despite awareness on electoral participation is an issue that needs
to be countered through peer education and creative campaigns.

Institutional tie up with the Ministry of Education on scope


Action Points and modalities for integration of electoral literacy in the
curriculum of educational institutions and its roll out.
Content creation, orientation of teachers and integration with formal assessment
systems.

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• Ensuring support of education departments to ELC programme.

• Making college campuses and the Electoral Literacy Clubs the hub of activity to
engage young voters led by the Campus Ambassadors.
• Facility of automatic capturing of data of students at the time of admission in
Colleges/ Schools by ECI/ CEO may be developed. When a student fills board
College form, that date may be utilized by ECI and accordingly BLO may be asked
to contact them for registration.
• An election help desk may be setup at every school, college level.
• A comprehensive and exclusive student portal may be devised which can be
correlated with database of various boards CBSE/ ICSE/ State Boards.
• Engaging out of school/college youth through ‘Chunav Pathshalas’, youth
organizations, volunteers and CSOs. Conduct special drives for enrolment of non-
student youth in communities.
• Maintain disaggregated data for first time voter/youth elector and voter (and
non-voter), and analyse the state, district, constituency specific demographic
characteristics and barriers to electoral participation.
• Design evidence based strategies for the young population keeping in mind the
context, access, reach and media consumption habits of the youth.
• Design creative awareness and motivational material on registration and voting
in a variety of formats and disseminate the same; with an aim to counter urban
apathy.
• Undertake intensive campaigns and mobilisation efforts by youth organisations
such as NSS, NYKS , NCC and NGOs working with the young people. Mainstreaming
electoral literacy in training programmes of youth organizations.
• Utilise the reach of mass media and spread electoral awareness through existing
local AIR and DD programmes on youth.
• Use social and digital media besides other possible digital platforms to connect
to youth through mobile apps like whatsapp, facebook, instagram, twitter, SMS,
emailers etc. Crowdsourcing for generating content from youth themselves.
SVEEP KEY STRATEGIES

• Organise college based competitions, hold rallies, sports tournaments etc to

expand the reach.
• Energise Campus Ambassadors System to provide a platform for exchange of
information in schools and colleges.
• Mock registration and polling at educational institutions.

 Ministry of Youth Affairs and Sports.

Partnerships  NYKS, NSS, NCC, Sports clubs and associations).
 Ministry of Education.
 CSOs and NGOs working with youth.

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4.3.6 Targeted Intervention Strategy for Senior Citizens

In the 2011 Census, people aged 60 years and above accounted
for a total of 8.6 percent of the total population of India.
Growing at around three percent annually, share of the
elderly population is projected to further rise to 19.5 percent
(31.9 crores) by 2050, according to Longitudinal Ageing
Study in India (2020) undertaken by National Programme
for Health Care of Elderly & International Institute for
Population Sciences under Ministry of Health & Family
Welfare, Government of India. This explains why Senior Citizens
as a category will be more consequential in the future than at present
in determining the electoral participation. Targeted interventions in this category must
gain traction to keep the voter turnout figures afloat in the long run.
A significant portion of our legislators are senior citizens themselves. The 17th Lok
Sabha, for instance, has 241 members aged 60 years or more (188 when elected in May,
2019). However, 60 + is a below par performance category when it comes to voting. The
percentage of electors in the age cohort 60-79 is 13.15 percent. No actual figure of their
electoral participation is available. The odds for this category are easy to appreciate.
Growing dependence on others for mobility, illness, creeping indifference towards
political issues might be some of the reasons.

 Identification of senior citizens through suitable

Action Points mechanisms and extend facilitation to them for registration
and voting.
• Focus on AMF for senior citizens: giving senior citizens priority in voting, access
to wheelchairs besides volunteers to assist them.
• Helpdesk/facilitation centres for providing electoral services, information and
download of ECI Mobile Apps, EVM-VVPAT display and demonstrations.
• Sensitisation of the election machinery to special needs of senior citizens.

SVEEP KEY STRATEGIES

• Develop appropriate IEC material to carry messages and stories of senior citizen
voters.
• Identification of centenarians and appointing them as Icons for their polling
station areas to motivate others. Appointing the oldest voter in the polling station
area as an Icon subject to his/her willingness and non-political affiliation.
• Special outreach programmes in old-age homes and through Resident Welfare
Associations. Display of appropriate communication material at institutions and
old age homes.
• Celebration of NVD involving senior citizens.

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• Giving special attention to octogenarians (80 plus) as a sub category, facilitating

them to cast their vote at the polling station like provision of pick and drop facility
and informing them about the Postal Ballot Facility for these voters are the areas
of special importance for the 80 plus category.

 Ministry of Social Justice and Empowerment.

Partnerships  CSOs (including RWAs), NGOs, Institutions,

corporates and CSR Foundations working for senior citizens.

4.3.7 Targeted Intervention Strategy for Service Voters

The service voter is an important category of electors who due
to specific working conditions face difficulties in registration
of electoral rolls and casting their votes during election.
Members of Indian Army, Navy, Air Force and Indian Coast
Guard, the personnel of Central Paramilitary Forces,
members of State Armed Police Force of a State serving
outside that state and persons employed under Government
of India in a post like Indian Missions outside India come
under the category of service voters.
The difficulties and hardships encountered by the Service
Voters had been receiving the attention of the Commission.

Preparation and updation of the last part of electoral roll was


Key Issues not happening properly.
 Deletion of Service Voters after their retirement or leaving

services or demise was not systematically done.

• Important information such as service numbers or buckle numbers are not
provided by the applicants at the time of registration.
• Addresses where the postal ballot is to be sent during elections, are not properly
SVEEP KEY STRATEGIES

mentioned and recorded in the last part of the Roll.

• Often service persons are getting transferred within the wing or deputed outside
the wings. The current addresses of their posting at a unit level is not getting
updated.
• Ownership of record is a joint responsibility of ERO and Record officers, and the
communication between them at times is poor and not timely.
• Training to service voters as to how to vote and seal different envelopes is not
done periodically, because of which received postal ballots do have tendency to
get rejected.
• Units move around as per the demand of their deployments, and such movements
are causing postal ballots to move around through postal service, causing delay

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in ballots being received by the service voters, which in turn causes difficulties
in casting votes.
• The rights of being a service voter is not clearly understood by the service men
and there are gaps in complete information available to them.
• Service men get the opportunity to become general voters at peace stations if they
are posted in such station. They get to vote for candidates contesting elections
for the constituency where the peace station is situated. Because of the transfers
often taking place, such voters may need to switch over between general voter at
peace station and service voter and vice versa. In a manual method, it would be
time consuming.
In order to overcome the issues listed above, the Election Commission of India
devised an online enrollment system-Online Service Voters Registration Portal (OSVP)
in 2017. Simultaneously, Electronically Transmitted Postal Ballot System (ETPBS) was
introduced as one of the methods of voting. Voters entitled to postal ballots can now
download the postal ballot and print the blank postal ballot. After marking his vote in
the blank postal ballot, the same can be returned to the concerned Returning Officer by
post as in the present system of postal ballot. Since the recent amendment in election
law (Election Laws (Amendment) Act, 2021), registration of spouses of female service
personnel has now been allowed as a service elector and will help their participation.

 The facility of OSVP though has been utilised by a large

Action Points number of service personnel, there is still a need for further
awareness generation relating to procedures available for
registration of service electors Special camps and campaigns may be organised
for their registration.
• Imparting complete knowledge of the ETPBS (Electronically Transmitted Postal
Ballot System) is necessary as it has been found in the past that the Postal Ballots
sent to Service Voters were being returned without being delivered in large
numbers.

SVEEP KEY STRATEGIES

• Designing educational material at national level for service voters (posters, A/V,
songs etc.) and training kits for Facilitators and Nodal Officers.
• Training of facilitators from
among the service personnel;
Regular coordination with Nodal
Officers from the services. The gaps in complete information
• Orientation programmes may be available to the Service Voters on
held to familiarise Service Voters
ETBPS needs to be addressed.
with the mobile apps, helpline
and social media platforms.
• Special campaign on Air Force

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Day, Army Day, Navy Day functions could be used for voter education activities
and the defence forces could be a part of NVD celebrations.
• Dissemination of messages through the Armed Forces Clubs, Army Schools,
defence personnel wives’ welfare associations, canteens, VFCs at cantonment
areas.
• Tie up with local AIR and DD for their special broadcasts for Defence personnel to
include electoral awareness components.
• An annual national consultation on service voters may be organised regularly.
• A special award category in NVD may be constituted for the election functionary
who works towards spreading information, increasing registration and
participation of service voters.

 Ministry of Defence
Partnerships  Ministry of Home Affairs
 Ministry of External Affairs

4.3.8 Targeted Intervention Strategy for overseas voters

A statutory amendment (Act. No.36 of 2010) in the Representation
of the People Act, 1950 through insertion of Section 20A
introduced ‘special provision for citizens of India residing
outside India’ with effect from February 10, 2011.
According to a report compiled in December, 2018, there
were 31 million Indians living abroad (as informed by the
MoS, External Affairs in Rajya Sabha on July 18, 2019). Out
of them 1.31 million fell in the category of Non-Resident
Indians (NRI), thus eligible to be registered as voters for
elections in India, while the rest being Persons of Indian Origin
(PIOs)are not eligible.
Despite this statutory right, the electoral participation of the NRI voters has been
SVEEP KEY STRATEGIES

meagre, due to certain practical problems. While Non-Resident Indians (NRIs) could
register either online or by post, they must be physically present in their respective
constituencies on the polling day to vote. There have been demands for extension of
ETPBS (Electronically Transmitted Postal Ballot System) facility, which resulted in a
massive jump in electoral participation by the electors in the service voters category.
Pending this crucial future electoral reforms, the following measures could be attempted
to enlist enhanced participation of overseas voters.

 Maintain and update disaggregated data on overseas

Action Points voters database.
 Organise special camps for overseas voters’ registration

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through select Embassies and Consulates with a large Indian diaspora.

• Setting up of facilitation counters for enrollment of overseas voters at ICCR events,
CII/FICCI international events, Indian community gatherings.
• Providing Information about the provisions available for overseas voters and
dissemination of awareness material through embassies, consulates and NRI
associations.
• For designing appropriate content for communication campaigns, online
competitions among NRI children may also be organised to create local buzz.
• Creating more awareness on ETPBS amongst the staff posted in Missions abroad
and ensuring that they cast their vote.
• Airlines and airport lounges may be roped in to carry out voter education;
information messages may be provided on airline tickets, boarding passes and
inflight magazines.
• Web advertising on social networking sites about the elections and e-portals
where NRIs look for local news about their home towns etc.
• Develop Videos on YouTube; promos for overseas voters in popular entertainment
channels shown abroad.
• Popularise NVSP link for online registration; make a link on SVEEP portal for
overseas voters.
• Mainstream voter education during the celebration of the ‘Pravasi Bharatiya
Diwas’ observed on January 9 every year.
• Partner with ICCR for integrating voter education in their programs held abroad.
• Student communication in major universities abroad may be organised under a
new category of ELCs (say ELC abroad or ELCA).
• Leverage visits of high level Indian dignitaries for enhancing participation of
Overseas electors.
• Organising NVD celebration at the Indian Missions by NRI Associations.

 Ministry of External Affairs

SVEEP KEY STRATEGIES

Partnerships  Indian Missions abroad
 NRI associations
 Indian Council for Cultural Relations

4.3.9 Targeted Intervention Strategy for Rural Voters

India’s demographic composition is predominantly rural, which differentiates her
from the leading democracies of the West. Around 70 percent of India’s population is
concentrated in her villages. Bulk of the constituencies, therefore, would have a heavy
rural component, and comparatively few would be exclusively urban. The Constitution
(Seventy Third Amendment) Act, 1992 which came into effect from April 24, 1993
deepened and decentralised democracy in the nation by mandating the formation of

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Panchayats at the village, intermediate and district levels.

There were 5,97,618 inhabited villages in India, as per
Census-2011. As of December, 2020 data provided by the
Department of Telecommunications, it was estimated that
all except 25,067 villages enjoy mobile connectivity.
Villages are home to settled families, and influx of new
population is not common. The diversification of the economy
is limited, and standard of living lags behind urban centres.
Through available data it is estimated that voting percentages are
better in villages than in towns. However, personal liberty is more likely to be curtailed
or influenced in the villages due to the societal structure that impedes freedom of
choice in the elections.

 Conduct detailed analysis of electoral rolls of constituency

Action Points and booth level, voter turnout in past elections, to
understand better the reasons for non participation of
electors.
• Design appropriate strategies to address the barriers in electoral participation to
reach out to rural segments.
• Organise social mobilization activities for connecting with the electors with the
help of field level functionaries-ASHA, AWW, and others. Special efforts needed to
reach out to rural women.
• Potential of Panchayati Raj Institutions to be fully tapped for voter participation.
In Gram Sabha meetings, the issue of registration of voters and participation
may be taken up and BLO advised accordingly. Conducting training sessions for
Panchayati Raj Institutions to enable them to reach out to the communities. Gram
Sabha meetings to take up the SVEEP agenda.
• Common service centers at panchayat Levels may facilitate electoral awareness
through digital means.
SVEEP KEY STRATEGIES

• Utilising weekly haats/melas, fairs and festivals to hold special registration

camps. Carrying out activities like local and folk art competitions, etc to engage
specially with rural women.
• Identification of rural and local Icons to support in the outreach through different
communication platforms. Design messages appropriate for the rural audience.
• Setting up helpdesks/facilitation centres for providing electoral services,
download of ECI mobile apps, EVM-VVPAT display and demonstrations etc at
KVKs, Agriculture Extension Centres, Cooperatives etc.
• Impart electoral literacy to rural children through ELCs in educational institutions.
• Connecting with the older rural population through the social welfare departments
to engage with old age pensioners.

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 Ministry of Rural Development

Partnerships  Ministry of Panchayati Raj
 Ministry of Women and Child Development
 Ministry of Agriculture
 CSO/ NGOs working in the rural areas
 Social welfare departments

4.3.10 Targeted Intervention Strategy for Marginalised Sections

Certain segments of population may have remained marginalized
e.g., third gender, homeless people, sex workers, and some
other groups in difficult conditions. Inclusion of marginalized
communities in the mainstream still remains a major
challenge. Issues like sensitization of the society towards
these population groups, to ensure their security, dignity
and electoral participation continues to be a priority.
Reaching out to these communities is of utmost importance
to ensure inclusive elections.
Following the landmark decision of the Supreme Court of
India, recognizing transgender as the ‘Third Gender’, outreach campaigns have been
taken up to educate and facilitate transgenders to register themselves as ‘Third Gender’
if they choose to do so, and encourage them to exercise their democratic right of voting.
Educational and motivational content has already been created specifically reaching
out to transgender voters.
Extensive efforts are necessary to identify members of all marginalised sections and
enroll them in the voter list without any inconvenience or hardship caused to them.
It is also important to give them the confidence to cast their vote without any fear or
embarrassment - rather with a sense of pride.

 Maintaining and updating a database of TGs, homeless,

SVEEP KEY STRATEGIES

Action Points and other socially excluded population group members
 Identifying the marginalised groups at the district

and AC/ booth level and understand their issues vis-à-vis electoral participation.
• Inviting members from these communities to provide ground level analysis of the
situation and to devise voter education strategies.
• Special registration drives for third gender, homeless people, sex workers etc.
Since some of the marginalized communities tend to stay together in secluded
areas, registration camps may be set up in such areas. Mobile registration vans
may be deployed in areas where such communities tend to congregate.
• Sensitization of the electoral registration machinery, polling officials, security
personnel, etc. to interact with them with dignity.

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• Conducting special outreach programmes for marginalized communities with the

help of CSOs and NGOs especially working with these groups.
• Roping in prominent activists from marginalised communities as icons to motivate
them for their electoral participation.
• Familiarising them with Mobile apps, Helpline 1950 etc.

 National AIDS Control Organisation (NACO)

Partnerships  Ministry of Health and Family Welfare
 CSOs working with specific marginalized communities
 Ministry of Women & Child Development
 Social welfare departments

4.3.11 Targeted Interventions for difficult and conflict areas

Some parts of the country are affected by Left Wing Extremism
(LWE) and other conflicts making it challenging for the
voters as well as the electoral machinery. Eastern part
of Madhya Pradesh, Chattisgarh, Jharkhand and Bihar,
some parts of West Bengal, Odisha, Telangana and Andhra
Pradesh are affected by the LWE. To ensure fearless
electoral participation ECI has developed special targeted
intervention strategies to facilitate peaceful and enhanced
voter participation which has yielded good results in the
past. There have been certain instances of boycotts of elections,
disruptions, and attacks on security forces, election officers. Improving electoral
participation in such areas continues to be a challenge.

 Organise special registration drive to be carried out in

Action Points difficult and conflict areas.
 Tribal youth volunteers engaged for confidence building
SVEEP KEY STRATEGIES

and social mobilization measures.

• Local Icons should be encouraged to join as champions for motivating the ST and
other population segments to participate in the electoral processes.
• Special awareness campaigns for specific audience groups on different platforms
may be taken up including use of IT/ICT.
• Electoral literacy through ELC/ Chunav Pathshalas can play a significant role.
• Regular sensitization of the security forces for inclusion of communities in
election process.
• Training and orientation of polling officials with special emphasis on safety and
security of voters.
• Advocacy with political parties and media for creating a positive and enabling

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 Ministry of Home Affairs

Partnerships  Ministry of Tribal Affairs
 Ministry of Education
 Social welfare departments

4.4 Key Strategy 4: Strengthening Flagship Programmes

(ELC, SSR, NVD)
ECI runs flagship programmes that include ELCs, NVD and SSR. Strengthening these
flagship programmes on their structure, processes adopted and outcomes would
further improve the SVEEP outreach in years to come.

4.4.1 Electoral Literacy Clubs (ELCs)

Evidence based on international practices
and research suggests that electoral literacy
imparted through education at a young age helps
in confident, informed and ethical electoral
participation. In order to make the process of
imparting electoral education to the youth more
robust, the Election Commission felt the need to
institute Electoral Literacy Clubs in educational
institutions to impart electoral education to
young and future voters in a co-curricular, extra curricular manner. It was also thought
necessary to create an institutional structure to reach out to out of school youth and the
communities in general to educate them all electoral processes.
Accordingly, the flagship programme-Electoral Literacy Club was formally launched
on 25th January 2018 on the occasion of the 8th National Voters’ Day.
Electoral Literacy Clubs/ Chunav Pathshalas have been designed to disseminate
information in an engaging manner focusing on participatory activities, games, films,

SVEEP KEY STRATEGIES

etc, with an aim to familiarise the members of ELCs with the electoral process, instill
the idea of ethical and informed voting and ultimately ensure wholesome citizenship
development. Care is taken that learning is imparted in ELCs in an engaging and joyful
manner.

Specific Objectives of ELCs:

i. To educate the targeted populations about voter registration, entire electoral
process and related matters by engaging them through well designed attractive
resources and hands on experience
ii. To facilitate voter registration for its young members as they achieve the age
of 18

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iii. EVM and VVPAT familiarization and sensitization about robustness and non-
tamperability of EVM and integrity of the electoral process using EVMs
iv. To help target audience understand the value of their vote and exercise their
right to vote in a confident, proud and ethical manner
v. To harness the potential of ELC members in spreading the electoral literacy in
communities
vi. To get continuous electoral literacy and democracy education

Types of Electoral Literacy Clubs

The ELCs are established as per the following pattern:
ELC for Schools (Future voters) - for Classes IX to Class XII (Secondary and Senior
Secondary Level).
Electoral Literacy Clubs is set up in each of the schools for students at the Secondary
and Senior Secondary Level. The club has students from Class IX, X, XI and XII as its
members. The learning under ELCs for School is spread over 4 years in a systematic
manner. Interesting and thought-provoking activities and games are designed to
stimulate and motivate students provoking them to think and ask questions.
A teacher at the school is designated as the Nodal Officer and nominates Conveners
for each class/ section for conduct of ELC activities. The Nodal Officer coordinates with
DEO’s office for receipt of ELC resources and facilitates training of Teachers on specific
Resources/Tools as per the Resource Guide for each class.

ELC for Colleges (New Voters) - for College, University, all other educational institutions
including professional and technical educational institutions.
Electoral Literacy Club is set up for engaging students in hands-on experience in
electoral literacy. Guidance and involvement of teachers, especially those who have
experience of election duties are important components. Electoral Literacy Resources
for students and teachers are provided online or other means by the District Election
Officer through the Nodal Officer of ELC. Campus Ambassador, nominated at every
SVEEP KEY STRATEGIES

college, is the Convenor of the ELC who assists the Nodal Officer.
The club has students as its members and is run by an elected body from amongst
the students with elected representatives from each of the Classes. The elected
representatives constitute the Executive Committee of the ELC, who elect one of the
representatives as its Chairman and another as Vice Chairman. Due care is taken to
ensure that the ELC is apolitical and non- partisan.

ELC for Community - ‘Chunav Paathshala’ - organized at each Panchayat/ Booth level
for Community including out of school students.
A Chunav Pathshala has the respective BLO of the polling station as the Nodal
Officer under the overall supervision of ERO/ AERO. BLO can identify a convener i.e.

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Matdata Prashikshak from among the community. Teachers and Preraks under NLMA
are preferred as the conveners of chunav pathshalas. Alternatively young members
from BAG or NSS, NYKS or notable NGOs may be nominated and trained by District Level
Master Trainer (DLMT).
Session at Chunav Pathshalas is proposed to be held once in two months - Second
Saturday of the alternate month and between 2pm–4pm (preferably). Activities need
to be conducted as per the Resource Guide developed by ECI. The venue of the chunav
Pathshala may be Panchayat Bhawan/ Polling Booth as identified by the BLO/ ERO.
Chunav Pathshala provides a useful platform for collective conversation to engage with
the community to ascertain the reasons for non-voting as also to motivate people for
electoral participation.

Voter Awareness Forums - for government departments, government and non-

SVEEP KEY STRATEGIES

government organizations and institutions, corporate and other institutions.
The essential feature of VAFs is to intoduce electoral culture for informed, inclusive
and ethical voting, appreciation of EVM and VVPAT and use of other technology in
electoral processes, as also obliteration of voter apathy especially in urban areas.
Membership of Voter Awareness Forums is open to all employees of the concerned
office. Head of each Organization/ Department/ Office appoints one person as the
Nodal Officer. Preference is given to an officer who has experience of the election duty.
Nodal officer liaises with the District Election Officer or the CEO of the State for VAFs
Resources. The Resources are supplied by the ECI online directly or through the CEO’s.
Moreover, briefing of respective nodal persons is conducted at ECI, State and
District HQs. It is envisaged that the first VAFs in District is set up in the office of the

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District Collectors. ECI National Trainers brief Nodal persons of Ministries of GoI and
federations e.g. FICC/ CII/ ASSOCHAM etc. for conduct of VAFs.
The ELC project revolves around imparting voter education in an engaging manner
through a host of co-curricular and extra-curricular methods for the young and future
voters. The ELCs and Chunav Pathshala activities are conducted by the Convener
using a Resource Guide where step by step instructions are given for conducting each
activity. Separate Resource books have been developed for Class IX to XII, colleges and
the community. The convener should conduct the classes as per the resource guides.
Online tutorials are provided to guide the convener for the same.
A calendar of activities in a year has also been indicated. A total of 6-8 activities
including a few games, with specific learning outcomes, have been identified for each
category. The conveners of all ELCs have been given a training and provided with resource
material and tutorials along with a Resource Guide to help them conduct activities.

Initiatives by ELCs during LS 2019

Lok Sabha Election 2019 witnessed ELC members from different schools and colleges
spreading awareness among the electorate in their family, friends and vicinity on
electoral processes. Apart from making use of material developed and shared by ECI,
several states have gone a step further to incorporate innovative measures such as:
• Organising Youth Parliament in colleges and institutions
• Mock registration and poll practice to choose student representatives in schools
• Field visits of ELC students to remote and tribal areas
• Creation of ELC resource material in local languages and contexts
• Conceptual familiarisation with Centre-State relations and ‘First Past the Post
System’
• Recognition to best ELCs
• Deputing ELC volunteers for queue management on poll day to assist PwDs and
senior citizens
• Visits to State Legislative Assemblies
SVEEP KEY STRATEGIES

• Appointment of Youth Icons from within ELCs

• Organising enrollment drives in
colleges to register new voters
With the onset of COVID 19, ELC
activities have now also been transformed Chunav Pathshalas can become
into e-learning tools. an effective forum on voter
Overall, a total of approximately 7 lakh
education for the community
ELCs in schools and colleges and Chunav
and out-of-school children
Pathshalas in the Community have been
set up. (Refer to Annexure 6 for details).
The National Law University-Delhi had

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conducted the ELC first phase evaluation on behalf of ECI in three states namely West
Bengal, Jharkhand and Meghalaya. During the survey, even though the ELC Program
was in its initial stages of implementation in the states, the recommendations noted
that ELC modules, resource material, games and activities that have been developed,
have kindled interest and made the activities participatory and joyful. However, this
evaluation was very limited in scope and in early phase of ELC programme.

Strengthening of ELCs in SVEEP

i. Greater ownership of education departments: SVEEP envisages that
ELCs are set up in each school, college, university and technical education
institution. This will require complete ownership of the ELC programme by
education departments (School/ Higher Education). Necessary instructions
are required to be issued not only to the state education departments for their
ownership and support to this programme but also to NCERT, CBSE, SCERT,
UGC, NAAC etc. Substantial handholding of all state government departments
of education by the CEOs will be necessary for the setting up and functioning
of ELC in every school and college in a phased manner so as to universalize the
ELC programme.
ii. Scaling up of ELC Programme: Efforts for curricular and co-curricular
integration of electoral literacy have been initiated again with Ministry
of Education recently. Hence, there exists a potential to scale up the ELC
programme in partnership with education department.
iii. Setting Chunav Pathsahalas in all Polling stations: The Chunav Pathshalas
can become an effective forum on voter education for out of school children
and the community. The BLOs with the help of BAGs will need to ensure
convening Chunav Pathshalas on a defined date and time once in every two
months. The CEO/DEO/ERO to monitor the formation of Chunav Pathshalas at
every panchayat/ polling station, develop a framework of activities and review
their functioning on quarterly basis.

SVEEP KEY STRATEGIES

iv. Tackling Urban Apathy: VAFs to be galvanized in all govt./ private and corporate
sector with an aim to connect Urban elite to elections. The Nodal Officer of
the VAF can ensure that all employees of the organization are registered and
their details are updated as also motivate the employees to cast their vote.
v. Tech-enabled solutions for registration of prospective voters: It is imperative
that smooth registration of young citizens above 17 years of age takes place
at school/ college/ ELC so that they do not necessarily have to wait for the
criterion of attaining the age of 18 years. An election help desk may be set
up for this purpose. It is recommended to have tech-enabled facilities in all
schools/ colleges. Recognition by ECI for those education institutions which
achieve 100% enrolment can be a motivating factor.

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vi. Revising resources: Resources developed for ELC including resource

guides and games should be reviewed and updated periodically and new
engaging activities explored. Content on Voter Helpline App, recent electoral
amendments and importance of ethical and informed voting may be added.
vii. Conduct of activities as per Resource Guide: It is important to ensure that the
activities conducted in each ELC and Chunav Pathshala as per resource guide
in an engaging manner and the lecture method should be avoided. SVEEP
mobilization initiatives may be undertaken at ELC but it is not a substitute for
conduct of activities as per the Resource Guide.
viii. Non-Monetary Incentives for ELC students: It will be desirable to provide
non-monetary incentives in form of certificate/ credit points for students’
participating in ELCs which can be recognised at the time of their admission
to higher educational institutes/ international avenues.
ix. Incentivizing Nodal Teachers in ELCs & BLOs in Chunav Pathshalas: BLOs,
Nodal Officers at school, college as well as community trainers, volunteers and
partners should be well trained, empowered and incentivised for ELC work
over and above their other work for recognition.
x. Instituting ELC awards: To encourage good practices among ELCs/ Chunav
Patshalas, National Level and State Level awards may be instituted for best
performing schools/ colleges/ Chunav Patchalas.
xi. Introducing online ELC mode: Concerted efforts are required for the ELC
sessions/lessons going online with present e-learning games alongside the in
class room engaging activities.
xii. Develop E-modules and E-games: New online modules using e-gamification
tools and techniques as well as computer games need to be developed for the
end users. Short training videos for the same should be developed to ensure
engaging manner in conducting ELC activities.
xiii. Using technology in ELC for better reachout: Technology may be utilised for
innovative measures in ELCs/ Chunav Patshalas/ VAFs. A whatsapp group
SVEEP KEY STRATEGIES

of nodal teachers of schools/ colleges, BLOs of Chunav Patshalas and nodal

officers of VAFs can be formed for distribution of resources, addressing
querries, sharing good practices and providing a feedback.
xiv. Organizing competitions: Organizing competitions and crowdsourcing may be
taken up every year to engage and enthuse the audience.
xv. Develop Training Tools and Conduct of Training: There is a need to develop
quality training tools for the master trainers and delivery at the grassroot levels.
Refresher training courses should be held periodically. Training of converners
for ELCs (schools/ Colleges) and Chunav Pathshalas as also Nodal Officers of
VAFs should be conducted at definite intervals in order to train new entrants
as well as refresh and take feedback from the existing trained conveners.

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xvi. Certification Courses: A certification course should be developed for master

trainers, ELC Nodal Officers and Campus Ambassadors who then conduct
training in the field.
xvii. Tracking database of ELCs post sessions: A database of the future voters
enrolled in the ELCs should be maintained and tracked to see the progression
to their early voter registration as and when they become eligible. This could
be matched with SSR and NVD campaigns. Post ELC tracking system should
be developed for the transition to become an elector and then a voter.
xviii. Strengthening institutional set up at all levels: A programme manager
at SVEEP division to manage, guide and lead this initiative needs to be
appointed. Similarly, a designated officer at state level should coordinate and
facilitate ELC activities. Support of a dedicated officer at the district level and
more active involvement of EROs and AEROs is also necessary to achieve the
objective of this flagship programme.
xix. Key Performance Indicators (KPIs) for ELC campaign: Measurable outcome
indicators (KPIs) need to be developed for ELC/ Chunav Pathshala beyond
the numbers of units established, number of persons enrolled or attended or
sessions conducted.
xx. Effective Monitoring: A robust mechanism needs to be put in place and
effective tools for monitoring the ELC operations across the country through
an online tracking. It is important to set up a central dashboard and develop
a mobile app for management, monitoring and grading of ELCs. State wise
ELC evaluation should be undertaken on an annual basis.

4.4.2 National Voters’ Day (NVD)

As a measure of enhancing participation of citizens, especially the youth in democratic
electoral process, ECI celebrates 25th January, its foundation day, as the National
Voters’ Day every year since 2011. The celebration from national, state, district down
to polling station areas seeks to connect lakhs of voters across the country and aims

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at enhancing electoral participation. Various Departments of Govt. of India, State
Governments, Political parties, Media, Civil Society, Opinion Groups, etc. are fully
associated with the event. Several voter education activities are organized at the State/
UT level including a multi-media campaign to popularize electoral participation and
democratic practices and dissemination of information about electoral processes. A
rigorous exercise is taken up to identify all eligible voters attaining 18 years of age in
each polling station area of the country, enroll them and hand over their Elector Photo
Identity Cards (EPICs) during the 25th January celebration.
The initiative of NVD enhances among citizens the sense of citizenship,
empowerment and pride in electoral participation as also to inspire them especially
the young voters for ethical exercise of the newly acquired franchise on this day,

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simultaneous celebrations are

organized at the national level,
‘We, the citizens of India, having
state level, district level down
abiding faith in democracy, hereby
to the polling station level
pledge to uphold the democratic and that is what constitutes
traditions of our country and the the largest celebration of
dignity of free, fair and peaceful democracy in the world. The
newly enrolled electors are
elections, and to vote in every
also given a badge with slogan
election fearlessly and without
‘Proud to be a Voter-Ready to
being influenced by considerations Vote’ during the felicitation
of religion, race, caste, community, ceremony along with their
language or any inducement’. EPIC. They are administered a
pledge too.
NVD celebrations are held
in the following manner:
 National level function is

organized at New Delhi where

usually the President of India graces the occasion as Chief Guest. The event is
marked by honoring election officials and other organisation/ partners with best
electoral practices awards for distinguished service during elections. New voters
are felicitated and handed over their EPIC, by the President.
• The Chief Electoral Officers organize similar celebrations in association with
State Govt departments and institutions, media, Civil Society organizations,
educational institutions, youth organizations, representatives of political parties
etc. Usually, the Governor of respective State presides over state level functions
where awards for best electoral practices for State are given to election officials.
• The District Election Officers organize similar events involving the
panchayats, academic institutions, civil society organizations, media and youth
SVEEP KEY STRATEGIES

organizations.
• The EROs organise the NVD function at the AC level by involving all stakeholders
to create voter awareness and a sense of pride in electoral participation.
• At the polling stations, new voters are felicitated at a brief ceremony by handing
over their Elector Photo Identity Card.

NVD Theme
NVD celebration is based on a theme every year. The decade-long journey of NVD and
the voter connect sets the tone for year-long activities. Based on the theme of the NVD,
a series of new initiatives are taken by the ECI during the year for achieving desired
outcomes.

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Themes for NVD over the years

1 2011 Greater Participation for a stronger democracy

2 2012 Women’s registration

3 2013 Inclusion

4 2014 Ethical Voting

5 2015 Easy registration, Easy correction

6 2016 Inclusive and qualitative participation

7 2017 Empowering young and future voters

8 2018 Accessible elections

9 2019 No Voter to be Left Behind

10 2020 Electoral literacy for stronger democracy

11 2021 Making our Voters empowered, vigilant and informed

12 2022 Making Elections Inclusive, Accessible & Participative

Best Electoral Practices Awards at National Voters’ Day

During the NVD function on 25th January every year awards, both at national and
state level, are given away in different categories to people and organisations for their

SVEEP KEY STRATEGIES

contribution in the field of voter education, voter registration and various other areas of
election management. These awards recognise contributions by electoral machinery,
government departments, PSUs, CSOs, and media. The awards were instituted to
recognise exemplary services rendered by election managers and other stakeholders,
including media and civil society to further the voter education.

Strengthening NVD during SVEEP

NVD has great potential for continuous voter education and connecting people,
especially the youth connect. Following measures are suggested for strengthening NVD:
i. Week long celebration: Making the occasion a week-long event for greater
impact, the seven day celebration could have thematic focus (or voter

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segment focused) activities to make it even more interesting and engaging.

ii. Greater awareness regarding NVD: NVD should be well promoted in all media
channels and innovative messages should be circulated through all available
platforms particularly on social media. The theme chosen for the NVD may
be well publicised and activities, campaigns etc, for the same should be
announced much in advance for wider participation. Further, some activities
shall be organised throughout the year around this theme by the States.
iii. Pledge taking by all Govt Departments and all institutions: NVD pledge is
required to be administered by all government departments across the country
as well as by private sector organizations on 25th January. ECI may ensure
compliance of Government of India and state governments in this regard
similar to Vigilance Week/ Rashtriya Ekta Diwas. A follow up advisory can go
to the private organisations from respective coordinating Ministries.
iv. Enhanced electoral registration of voters: It is utmost important that more
and more new voters are registered and provided with their EPIC card.
Concerted efforts may be made for maximising the registrations. There is also
a need to organize more activities for engagement of people at state, district,
constituency, booth levels including holding competition based activities.
v. Dashboard for capturing registrations: Since there is a big potential to
mobilise and engage the voters for registration, a dashboard can be created for
capturing the extraordinary efforts and achievement done at different levels.
vi. Publicising Best Electoral Practices Awards: The exemplary work done by the
awardees of best electoral practices need greater visibility through various
means including on social media platforms. New categories of Awards, such
as awards for best performing ELCs, BLOs, EROs, DEOs and institutions which
mobilise and enroll first-time voters, could be introduced.

4.4.3 Special Summary Revision (SSR)

Voter is the backbone of the electoral system. Voter, by definition, is a citizen
SVEEP KEY STRATEGIES

whose name figures in the voter list. As such, the voter list or electoral roll is a
crucial document in the electoral system. Importance of ‘Healthy Roll for a Healthy
Poll’ therefore cannot be overemphasized in election management. Elections
cannot be inclusive if the voter list is not inclusive. Therefore, every eligible citizen
in a polling station area must be motivated & facilitated to register as a voter.
Further, the voter list must not contain duplicate/ multiple entries or names of deceased
or permanently shifted citizens or erroneous photo, address, relation, relation name,
age, gender etc. The voter list should be inclusive, accurate and pure. It is therefore
important to periodically analyse the electoral roll and update it comprehensively
in order to make it truly inclusive and accurate. This exercise is done annually by
conducting a special summary revision in the last quarter of the calendar year.

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The Election (Amendment) Act,

2021 has addressed the problem of
long wait after turning 18 years old by The BLO must involve the BAG
introducing four qualifying dates i.e. members, the BLAs, the RWAs and
1st day of January, the 1st day of April,
the Chunav Pathshala in the SSR
the 1st day of July and the 1st day of
campaign for creating awareness
October to reckon the age for electoral
registration. The SSR will continue to
amongst all residents.
take place once a year and before an
election. During SSR the prospective
voters who will become eligible till 1st
October of the following year will be able to submit an advance application for electoral
registration. Such advance applications will be processed during the relevant quarter
when the applicant concerned will actually become eligible to register.
In order to fully achieve the objective of SSR, it is important that these changes are
mainstreamed into the SVEEP plans and activities at all levels and SSR is carried out in
a systematic manner duly supported by a well-designed SVEEP strategy fully consistent
with the SVEEP strategy Framework at all levels - from the ECI to the booth.

Streamlining SVEEP activities during SSR

SSR should not be a superficial exercise but should become a mass campaign.
Concerted efforts should be made to engage with citizens in every polling station area
to secure their commitment, participation and assistance in updating the electoral roll
and making it truly inclusive, accurate and pure.
The exercise of SSR should, therefore, be planned in the following manner:
i. Review the availability of manpower and expertise at every level and address
any gaps by inducting consultants, experts and professional agencies as
necessary. Ensure that all vacant positions are duly filled up at all levels.
ii. Appropriate training should be imparted at all levels well before the SSR to

SVEEP KEY STRATEGIES

inculcate amongst them the vision, goals, objectives, focus triad, core themes,
important concepts and key strategies of SVEEP strategy Framework and the
specific objectives of the SSR.
iii. Mainstreaming of voter focus, booth focus & evidence focus should be
undertaken amongst the election machinery and SVEEP partners. The entire
machinery should be sensitized about the shift in the paradigm of SVEEP
from IMF to IMF+EEE and necessary orientation and skills towards educating,
engaging and empowering citizens to enrol as voters should be inculcated
through training.
iv. In line with key strategy no.1 (booth level planning and action) a comprehensive
situation analysis should be carried out at the booth level by undertaking a

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thorough analysis of the electoral roll to identify obvious flaws like repeat/
multiple entries or unclear/ missing photos and doing house to house survey to
identify newly eligible citizens, prospective voters, left out citizens, unmarked
PwD voters, occupants of newly constructed habitations, third gender citizens,
PwDs, homeless citizens, in-migrants, newly arrived brides, deceased voters
and permanently shifted voters. Special efforts should be made to identify and
enrol the non-voter communities (sections of people who remain outside the
fold of the electoral system due to their peculiar circumstances or beliefs or
apathy) and the target audiences as per key strategy no.3. The house-to-house
survey should also be utilized for identifying gaps or errors in the electors’
details. Based on this information, the BLO register should be updated.
Relevant forms for enrolment/ deletion/ correction/ Aadhar linking, mobile
number linking/ photo updating/PwD marking etc should be collected during
the house-to-house visits through Garuda App. Any socially prominent elector
should be identified and marked in the electoral roll.
In order to make the house-to-house survey and collection of forms
effective, advance information should be given to the residents concerned by
the BLO. There should be an SOP for such visits which must be meticulously
followed by the BLO. Every BLO should be given behavioural training, ID cards,
uniform in order to make it a citizen friendly and truly professional visit.
v. The BLO must involve the BAG members, the BLAs, the RWAs and the Chunav
Pathshala in the SSR campaign for creating awareness amongst all residents.
Politically neutral local celebrities could be appointed as booth icons to
motivate residents. Citizens should be made aware about the registration
system, the four qualifying dates, application forms, online services, helpline
number, grievance portal etc. SVEEP hoardings and banners should be
displayed at every polling location. Special camps should be organized on
weekends at every polling station and on weekdays at educational institutions
and workplaces in the area with prior publicity. This exercise will impart the
SVEEP KEY STRATEGIES

necessary booth focus, voter focus and evidence focus to the SSR.
vi. In line with key strategy no.2 (addressing low registration and low turnout at
constituency level), special focus should be given to the ACs reporting low
registration or low turnout. One reason for low turnout could be impurities in
the electoral rolls. A thorough situation analysis at AC level must be done. The
roll should be evaluated with reference to EP ratio, gender ratio, PwD ratio,
age cohort ratios etc. House to house surveys be carried out through BLOs to
identify left out, newly eligible, newly arrived, prospective voters, deceased
and permanently shifted voters etc. All duplicate or multiple entries, entries of
dead voters and permanently shifted voters should be identified and deleted
by due procedure. All non-voter communities should be identified and enrolled

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should be made in order to

solicit the cooperation and
assistance of local residents The messages, the messengers
in such constituencies. Mass and the media platforms must be
mobilization activities on
driven by the findings of situation
ground should be organized.
analysis and preferences/ profiles
Any misconceptions about
the electoral system or
of the target audiences where
technologies should be gaps in enrolment exist.
dispelled. All SVEEP partners
at the AC level should be
involved in the campaign. The
hoardings, banners should be displayed at all crowded or prominent places.
Community radio should be leveraged to disseminate SSR messages. ELCs,
should be involved in SSR campaign and enrolment camps held there.
Another reason for low turnover could be unpleasant voting experience,
therefore, deliberate efforts should be made to review the location and building
of the polling station as well as the status of assured minimum facilities and
any issues in this behalf should be identified and comprehensively addressed
to enhance ease of voting in the next election.
vii. In line with key strategy No. 3 (targeted interventions to ensure inclusive
elections), appropriate SVEEP content should be designed to target the women,
youth, transgender, homeless, migrants and other marginalized section of the
society in order to encourage them to enroll as voters. Multimodel campaign
should be carried out and enrolment of every citizen of such marginalized
groups should be enabled to enroll as voter. Home to home survey provides
an opportunity to the BLO to contact every left out citizen belonging to such
marginalized groups, collect their registration form on GARUDA App and
include them in the voter list. This will make the electoral rolls more inclusive.

SVEEP KEY STRATEGIES

viii. In line with key strategy no.4 (Flagship Programmes), awareness about the
importance of SSR in updating the electoral rolls and making it fully inclusive,
accurate and pure should be created during NVD and through the ELC network
comprising schools, colleges, ELC, Chunav Pathshalas and voter awareness
programmes. These occasions should also be utilized for creating awareness
about the quarterly qualifying dates, Aadhar linking and the new application
forms introduced by the Election Commission of India by amending the law
recently as a part of ongoing electoral reforms.
ix. In line with key strategy no.5 (partnerships & collaborations), appropriate
partners should be identified at all levels who could contribute at the time
of SSR towards making the electoral roll inclusive, accurate and pure. At the

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political parties could be effective. NGOs/CSOs and government departments/

PSUs and private companies could be roped in at the booth, AC, district
and state level. Their resources, events and energies could be utilized for
creating awareness and conducting the SSR exercise in an effective manner.
x. In line with key strategy no.6 (Communication and outreach), professional
agencies may be engaged at the state level for designing and running the SVEEP
campaign through outdoor media, printed media, electronic media, social &
digital media and folk media for SSR. Mass mobilisation activities should be an
integral part of the SSR campaign. Paid advertisements on television and social
media may however, be undertaken at the ECI level for the entire country.
The activities for enhancing participation of people in this important
programme should be carefully designed strictly as per the strategic framework.
The messages, the messengers and the media platforms must be driven by the
findings of situation analysis and preferences/ profiles of the target audiences
where gaps in enrolment exist. This should be done on the basis of KAP survey.
The content must cover the whole spectrum of IMF-EEE paradigm and must
particularly address existing the gender gap in registration, the problem of
urban and youth apathy and the challenge of identifying and enrolling the non-
voter communities who remain excluded due to their peculiar circumstances,
beliefs or apathy. Interesting content on social media and should be extensively
used to address the urban and youth apathy.
Mass mobilization to folk media and other ground activities should
be carried out at the booth/ AC level. Personal contact during home-to-home
survey or independently should be a part of the SVEEP campaign. Traditional
media, social and digital media and IT/ mobile applications should be used for
the campaign to make it 360-degree campaign. Icons and partner agencies
should be actively involved in the campaign at all levels. The recent electoral
reforms like quarterly qualifying dates, Aadhar linking through Form-6B,
abolition of Form-8A and facility of advance filing of enrolment forms by 17+ year
SVEEP KEY STRATEGIES

old prospective voters should be embedded in the content of SSR campaign.

Voter friendly nomenclature like Voter Registration Form (Form-6), Voter
Deletion Form (Form-7) and Voter Correction/ Updation Form (Form-8) and
EPIC-Aadhar linking form (Form-6B) should be used instead of simply using
the numerical nomenclature.
The SSR and the supporting SVEEP activities should be closely monitored for their
adherence to the SVEEP strategy framework and their linkage to focus triad. After
the SSR an assessment should be done of the finally published electoral roll to check
the improvement in the electoral roll with respect to such key parameters like EP
ratio, gender ratio, PwD ratio, age cohort ratios, electors with mobile numbers, Aadhar
linking ratio etc.

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4.5 Key Strategy 5: Leveraging Partnerships and

Collaborations
Working with partners has been a very important part of
SVEEP since its inception. ECI has forged partnerships with
a variety of partners and successfully chalked out very
fruitful collaborations with them - both in the government
and non-government sectors to tap new voters, promote
greater awareness among them about the electoral
process, and to utilize their existing infrastructure and
manpower for electoral education and outreach. Some
of these partners have contributed significantly in terms
of creative inputs and outreach as also have been a source of
inspiration for election functionaries.
SVEEP strategy seeks to further involve the central ministries and departments
along with PSUs, PSEs, CSOs/ NGOs and Media to leverage their strength, reach,
infrastructure and manpower to further amplify the reach of SVEEP programme.
Leveraging resources of ministries and departments is critical to achieve the goal of
informed, enhanced and ethical participation.
Implementation of voter education programme in future years in this area is about
ECI inspiring its partners to take on the challenge of making the electoral process more
inclusive and participative, and taking new partners on board. Intensive collaborative
and participative actions with new and existing partners are required during election
period along with continuous awareness activities during non-election period.

4.5.1 Operational steps for forging the partnership with Central

Ministries & Departments
The partnerships with the Ministries and Departments is crucial due to their reach,
competence and engagement with the community. The following operational steps may

SVEEP KEY STRATEGIES

be undertaken for the same:
• Detailed discussions with each ministry are necessary to identify the scope,
resource network and mechanism available with them and the nature of
partnership possible with them.
• A list of common activities is suggested which needs further articulation and
customization for each partner.
a. Outreach using the strengths of available networks of the partner
b. Monthly registration and voter help desk for facilitating new registrations,
corrections and deletion of names
c. Creation and dissemination of communication material

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d. EVM-VVPAT display and demonstration in accordance with the ECI

instructions
e. Information and usage about ECI mobile apps and Voter Helpline number
f. Information about SVEEP social media platform handles
g. Organising NVD camps and taking the pledge by functionaries
h. Making PwD members of the organisation aware of the facilities,
accessibility and inclusion steps that are undertaken by ECI
• A standard MOU/ a framework of engagement clearly specifying the terms and
conditions of engagement along with a plan of action may be developed, agreed
upon and signed between ECI and the ministry which may be reviewed periodically.
Task allocation and accountability should be kept in mind to avoid overlap.
• Setting up Voter Awareness Forums (VAFs); nominating a nodal person from the
ministry concerned to ensure a systematic and consistent collaboration.
• The technical information, creative prototypes, training material and the training
experts (if needed) may be provided by the ECI as part of collaboration. The
actions to be taken, modalities, training and monitoring should be clearly spelt
out and mutually agreed upon in the framework of engagement.
• Reporting and documentation of the action taken, lessons learnt and success
stories. The proposed online MIS for SVEEP may capture the progress of the
partnership.
• Partnerships can be developed at national level by ECI, state level by CEO and
district level by DEO.

Suggested Activities for specific Ministries/ Departments

In addition to the aforesaid common activities, listed below are some specific activities
and collaborative efforts that may be undertaken by some Ministries, Departments
CSOs/ NGOs, Corporate sector etc. List of Ministries/Departments is given below as
examples of SVEEP collaboration and is by no means exhaustive.
SVEEP KEY STRATEGIES

4.5.1.1 Ministry of Education

The two departments of the Ministry of Education are School
Education and Literacy and Higher education, have vast reach,
scope, importance and connect with key constituencies from
the SVEEP point of view to enhance participation of the young
people. The suggested actions with this ministry are as follows:
• Integration of voter education and electoral literacy in the
curricular framework of various grades of schools and in college. For this the
current electoral education content needs to be analyzed and suitable changes
suggested in discussion with CBSE/ NCERT/ ICSE State Boards.
• Introducing/updating textbooks of NCERT/ CBSE/ ICSE to incorporate electoral

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• Orientation of teachers in taking up the electoral literacy programmes in the

classrooms.
• Mainstreaming voter education content in the teaching and assessment.
• It is imperative that smooth registration of young citizens above 17 years of age
onwards takes place to ensure that one is registered as a voter at an earliest
eligible qualifying date. A framework needs to be created to facilitate line
registration facilities by developing a data base for prospective voters (from the
age of 17 years onwards) in all schools/colleges.
• An election help desk may be setup at every school, college level.
• A comprehensive and exclusive student portal may be devised which can be
correlated with database of various boards CBSE/ICSE/State Boards.
• ECI may enter into an agreement with the Ministry of Education for data sharing
through U-DISE (Unified District Information System for Education) on school
going children who have attained 17+ years of age with relevant details to enable
the election functionaries to reach out to them and collect adnvance Form-6 for
their registration.
• Educational institutions need to work in close collaboration with ECI so that the
filled board form/college admission form of the students may be utilized for date
and accordingly election official may do needful for presentation of their voter cards.
• Active involvement and owndership of State Education departments in conducting
ELCs in schools and colleges; training of nodal teachers for organizing ELC activities.
• Campus Ambassadors to be appointed in schools and colleges and trained to lead
the activities of ELC.
• Pledge to vote by students in educational institutions, organizing mock polls.
• Conducting national, state and district level competitions in slogan writing, essay
writing, painting, quiz and other participatory events to help internalise the
content of electoral participation.
• Utilizing education TV channels to promote voter education programmes;
Developing voter education programme videos and courses in the SWAYAM portal.

SVEEP KEY STRATEGIES

• Organising intensive activities on the occasion of NVD on 25th January and during
election time.
• Strengthening the partnership with National Literacy Mission Authority (NLMA)
with whom ECI had signed a memorandum of understanding in the year 2013.
Capacity building of NLMA key resource persons is an important component to
take forward electoral literacy in villages where NLMA had footprints.
• Electoral literacy to become a major component of the Saakshar Bharat
Programme for lifelong education.
• Developing educational content on electoral processes for Adult Education and
Life long Learning vertical on Diksha portal of NCERT. Such content can be in the
form of a training module as also creatives on relevant topics in elections.

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• Setting up special chairs in major universities for further research on electoral

democracy through IIIDEM.

4.5.1.2 Ministry of Youth Affairs and Sports

The Ministry of Youth Affairs and Sports with its large-scale
well-established organisations such as Nehru Yuva Kendra
Sangathan (NYKS) and National Service Scheme (NSS) have a
huge potential for SVEEP outreach activities to mobilise youth.
• Including voter education in the training modules of NSS
and NYKS.
• Mainstreaming voter education in all regular programmes of NSS and NYKS.
• Setting up helpdesk/facilitation centres for registration, corrections in voter lists
in the different institutions.
• Undertaking intensive campaigns and outreach activities through NSS NYKS
across the country especially during the NVD & SSR.
• There are a number of special days observed such as National Youth Day, National
Sadbhavana Diwas among others which could also be used to spread the voter
education messages.
• Organise activities to create user generated content on social media. Encouraging
the youth to come up with innovative content on voter education and disseminate
the same.
• Holding competitions and giving recognition to the young people for their
participation could be considered.
• Mass mobilization events like rallies, candle light vigils, entertainment shows,
rock festivals etc may be utilised for youth mobilisation.
• Utilizing the sports bodies, sports associations, training academies, national
sports events, marathon runs, cricket and wrestling tournaments etc. as a
platform for enhancing voter registration and participation activities.
SVEEP KEY STRATEGIES

4.5.1.3 Ministry of Health and Family Welfare

The Ministry of Health and Family Welfare has a vast outreach
across the country in urban as well as rural areas. They have
Health and Wellness Centers, district hospitals, Community
Health Centres, Primary Health Centres, sub centers, training
institutions such as National Institute of Health & Family Welfare,
state level training institutes and personnel including medical
specialists, lab technicians, medical officers, field functionaries
most importantly ASHAs and ANMs. They also have research establishments such
as ICMR and its regional and specialised units. With this tremendous reach, MoHFW
can play a crucial role in taking forward the voter education to their employees and

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functionaries as well as the patients and caregivers who visit for services and counselling
apart from outreach to the community during mass mobilization campaigns (like pulse
polio, routine immunization, etc.) Some activities are highlighted below:
• Administer pledge for voter registration of its students in medical and para-
medical Colleges on the lines of the other education departments.
• Share and forward voter education messages and social media posts into their
websites and social media handles and platforms.
• Engage ASHA workers and ANMs for social mobilization activities in villages.
• Display of communication material on voter education on District Hospitals,
CHCs, PHCs and Sub-Centers.
• Orient the staff and functionaries on ECI Mobile Apps demonstration, organise
EVM/ VVPAT display and demo in accordance with ECI’s instructions at their
establishments.
• During the health and immunization camps held across the country, a help
desk or a trained officer/ functionary may be designated to facilitate the walk-
in persons and the patients and their caregivers to also impart information of
registration and voting process.
• Partner with medical professional associations and bodies such as Indian Medical
Association (IMA), Indian Public Health Association, Pharma associations, among
others to leverage their members to further spread voter education messages
through their officials and members.

4.5.1.4 Ministry of Rural Development and

Ministry of Panchayati Raj
These Ministries play a crucial role in reaching out and
mobilising the rural audience.
• National Panchayati Raj Day (24th April) provides a
good platform for taking up electoral literacy as well
including informed and ethical voting.

SVEEP KEY STRATEGIES

• National Institute of Rural Development (NIRD) and
State Institutes of Rural Development (SIRDs), can add
a module and suitable content in their training programmes on SVEEP in their
regular training programmes for Panchayati raj functionaries.
• Gram Sabha meetings are held four times in a year across the country. In
each meeting, the agenda of universal registration and participation needs to
deliberated in detail and necessary action to be initiated by the BLO through
Chunav Pathshala.
• The network of PRIs across the country may be utilised for imparting voter
education through locally suitable ways. Celebration of NVD could be organised
in Panchayats.

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• The Self-Help Groups (SHGs) under the Rural Livelihood Programme provide
a huge network for mobilisation of rural women to seek their electoral
participation.
• The data base of beneficiaries of MGNREGA/ other major rural development
programme can be utilised for facilitation of voter registration by DEOs/EROs.
• The Ministries can have a link to ECI websites/portals to facilitate easy link for
information to their users and visitors.

4.5.1.5 Ministry of Social Justice and Empowerment

The Department of Empowerment of Persons with Disabilities,
Ministry of Social Justice and Empowerment (MSJE) caters
to a segment that is very important to the election process
from an inclusion and accessibility perspective. The
Ministry deals with marginal segments of society including
Persons with Disability (PwDs) and senior citizens.
• MSJE partnership can be leveraged for evidence-based
outreach facilitating registration and participation of
PwDs and Senior Citizens.
• Partnership with NGOs and CSOs who work with MSJE on marginalised section
of the population and PwDs can also besed to extend the outreach for SVEEP
messages.
• Helpdesk/facilitation centres for providing electoral services, information and
download of ECI mobile apps, EVM-VVPAT display and demonstrations and display
of communication material at MSJE institutions and homes.
• Celebration of NVD in the offices and institutions of MSJE.
• MSJE expertise may be harnessed for developing training modules for sensitizing
electoral machinery and developing empathy towards the marginalized segments
like PwDs (especially developmental and intellectual disability) and third gender.
Further MSJE can provide resource persons and volunteers.
SVEEP KEY STRATEGIES

• MSJE can also help to facilitate inclusion of inmates of old age homes and those
people getting treatment at the drug de-addiction centres and facilitate their
registration.
• ELCs may be set up in larger institutions/homes.

4.5.1.6 Ministry of Women and Child Development

The Ministry of Women and Child Development (MWCD) caters to women and adolescent
girls and children and that is a very critical part of the audience section that are a focus
of SVEEP. Second, MWCD has a large spread across every village in the country. As
on 31.3.2021, there were 13.87 lakh Anganwadi Centres (AWCs) operational across the

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country. The Ministry also work with a large number of training and partner institutions.
That makes them an ideal partner to forge an alliance with for SVEEP expansion.
• The Anganwadi workers (AWW) work with women, adolescents and children in
the villages. They can play a very important role to engage with women to ensure
that women and girls have correct and accessible information to register and also
to vote. They can work with BLOs to ensure timely and easy registration and share
SVEEP information and election dates to ensure that the voter turnout of women’s
voter in particular is maximised.
• AWWs can display SVEEP related IEC material in their Anganwadi Centre
premises. They can also use the ‘Mahila Mandal meetings and other community-
based events that they organise for talking about the electoral process and
participation and popularizing ECI’s mobile app.
• Training institutions such as NIPCCD, AWWTCs at national, state and district
levels can integrate a module and sessions on electoral literacy besides the role
of AWWs in the community’s engagement for electoral participation.
• Helpdesk/facilitation centres for EPIC and registration issues could be set up.
• Celebration of NVD at AWCs and activities to popularise ECI Mobile Apps, helplines,
Demonstration of EVM-VVPAT display could be organised in accordance with ECI’s
instructions.

4.5.1.7 Ministry of Railways

• Printing of voter education messages on railway tickets,
platform tickets, railway reservation slips, display/
LEDs at railway stations & platforms, reservation
counters , waiting rooms, etc.
• Hoarding may be placed outside the railway stations
in the open areas, parking areas, luggage storing areas
and other vantage points. Flex banners, kiosks, wall
writings etc. may be displayed in waiting rooms, pantry cars

SVEEP KEY STRATEGIES

and other available public spaces.
• ECI messages may be added in public announcements at railway stations for
arrival and departure, and other announcements done about train movements.
• Social mobilisation activities and social media engagement may be done by the
Ministry in association with ECI.
• A training module on SVEEP may be added in the regular orientation programmes
of the railway officers, and staff in the railway training institutes.
• National and state icons may do the flag offs of selected trains, railway sports
players may be approached to be ECI icons.

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4.5.1.8 Ministry of Information and Broadcasting

The Ministry of Information and Broadcasting has in the
past been a very active partner with ECI in disseminating
information through print & electronic media. They can be
partnered with in several different ways.
• Ministry’s various departments could draw up a
communication plan for SVEEP. The Central Bureau of
Communication (CBC) may take a lead in this.
• Intensive outreach for voter awareness during election
time and NVD using various media departments especially the Field Publicity and
Song and Drama divisions.
• DD and AIR can produce a variety of voter education clips which can be shown
repeatedly in-between the regular programmes.
• DD and AIR may dedicate free time for broadcast during elections and dedicate
a chunk in news programmes.
• Utilizing potential of radio jockeys in wide and accurate dissemination of
information through programmes.
• DD and AIR can produce special fiction based programme/ reality show/ any
other creative interactive programmes for enhanced participation.
• Encouraging famous artists/ celebrities and film makers in creating innovative
content and endorsement on public broadcast.
• Advocacy with Media with the help of Press Information Bureau (PIB).
• Bringing out publications and disseminating them in the field.
• Setting up ELCs in its institutions such as FTII, IIMC, NFAI, NFDC etc.

4.5.1.9 Ministry of Agriculture and Farmer Welfare

The Ministry of Agriculture reaches out to one of the
largest population segments in farming, fisheries, animal
husbandry, horticulture, veterinary centers and other
SVEEP KEY STRATEGIES

centers like FPOs, mandis and agriculture produce

marketing systems. They can be partnered with for
greater connect and activation for voter registration and
participation amongst the rural population.
• The Ministry can organise meetings with FPOs and
farmer unions, mandis, marketing federations, training
institutes and farmers agriculture insurance organisations for SVEEP purposes.
• Develop tailored modules and communication materials for different agriculture
segments and distribute them at all touch points.
• The Ministry can have a link to ECI website link to redirect any person in the

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agriculture sector to know more about the rights, processes and steps for
registration and voting.
• Set up ELCs at all educational institutions under the Ministry, at agricultural
universities, Krishi Vigyan Kendras (KVKs), training institutions of the agricultural
sector.
• Farmer training centers in the States can facilitate voter registration at these
centers for its members/trainees. The training module on voter registration and
participation may be introduced at their training centers.
• Helpdesk/facilitation centres for providing electoral services, information
and download of ECI Mobile Apps, EVM-VVPAT display and demonstrations in
accordance with ECI’s instructions, and display of communication material at
training centres, mandis, educational institutions, KVKs, cooperatives, etc.
• Display of voter education material at primary agricultural cooperatives.
• Milk cooperatives could be a venue for taking up SVEEP activities.

4.5.1.10 Ministry of Defence

Service Voters are facilitated by ECI regularly so that they
can cast their vote using ETPBS despite not being in the
location of their constituency. This facility has been utilised
by a large number of service personnel for Indian Army,
Navy and Air Force but there is a need to further share
the information and facilitate the service voter to enroll
themselves on the online portal to cast their vote through
ETPBS in a timely manner. The following areas of collaboration
may be explored with the help of Defence Ministry:
• Different units and establishments of the Services could undertake intensive
voter education activities to help participation of service voters.
• Voter Helpline Desks at CSD Canteens (which has high footfalls) in collaboration
to educate about correct ETPBS Protocol; to reduce ‘unreturned’, ‘aborted’ or

SVEEP KEY STRATEGIES

delayed postal ballots.
• Set up helpdesk/facilitation centres for providing electoral services such as
registration/ corrections, information and download of ECI mobile apps, at
different units and offices of the three Services.
• Organise the celebration of NVD in the offices and institutions of the Ministry
• Familiarise defence personnel with ECI mobile apps, helpline 1950.
• Mainstreaming voter education in training institutions of the Ministry through
setting up of ELCs at their establishment and institutions.
• Documenting and disseminating good practices developed.

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4.5.1.11 Ministry of External Affairs

The Ministry of External Affairs can be an important partner
in the electoral domain as it deals with two crucial voter
segments - service voters (personnel of Government of
India serving in the Indian embassies and posts abroad)
and overseas voters (citizens of India living abroad without
acquiring any foreign citizenship). MEA can disseminate
voter awareness material and messages amongst their officials
at the Indian (NRI) community at large to sensitize them about
enrolling as service voters or overseas voters as the case may be and further motivate
them to cast their vote during elections through ETPBS or by visiting the polling station
in their constituency in India carrying their passport on poll day.
Following areas of collaboration may be explored through MEA:
• Conducting voter awareness campaigns through overseas Indian associations.
• Setting up facilitation counters for enrollment of overseas voters at the Embassy
and consulates and at ICCR events, CII/FICCI international events, Indian
community gatherings, etc.
• Providing links of ECI portals, ECI Mobile Applications and provisions available for
overseas voters through their official websites.
• Display of SVEEP material at various institutions, airlines and airport lounges, on
airline tickets, boarding passes and inflight magazines.
• Utilise the events of ICCR to mainstream voter education messages.
• Mainstream voter education during the celebration of ‘Pravasi Bharatiya Diwas’
observed on January 9 every year and promote celebration of NVD at the Indian
missions, embassies and by NRI associations abroad.
• Awareness generation and facilitation of service voters in enrolling themselves
and casting their votes through ETPBS.
• Leverage visits of high level Indian dignitaries for enhancing participation of
overseas voters.
SVEEP KEY STRATEGIES

4.5.1.12 Ministry of Home Affairs

The Ministry of Home Affairs deals with internal migrants, internal security, Left
Wing Extremism, etc. In relation to SVEEP, it can be an important partner to facilitate
inclusion of migrant workers, encourage their participation, mitigate vulnerabilities
of inhabitants in LWE prone areas and conduct peaceful and free and fair elections.
MHA also is the nodal ministry for paramilitary forces who are service voters. Central
police forces constitute a significant number of electors and their participation in the
electoral process is crucial. The following areas of collaboration may be explored with
the help of the Ministry of Home Affairs:
• Sensitization of central police forces help overcome information and motivational

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gaps and work towards full participation of the electors

in voting during the elections.
• To facilitate voters in difficult areas to take part in
elections through the Central Paramilitary Forces.
• Facilitation for enrollment of electors in the service
voter category belonging to the paramilitary forces
working in the remote areas.
• Ensuring that service voters cast their votes through the
ETPBS.
• Training and orientation of police forces for confidence building among people in
LWE prone areas and facilitating voting by the inhabitants.
• Providing links to ECI portals through official websites of central police forces,
popularising the use of ECI Mobile Applications.
• Undertake NVD celebrations by central police forces for voter education.

4.5.1.13 Ministry of Housing and Urban Affairs

The Ministry of Housing and Urban Affairs has several
flagship programmes and schemes that can be leveraged
to extend the reach and coverage of SVEEP.
• Utilising services of 4800 urban local bodies - the
municipal corporations, the municipalities and the
notified area Councils which play an important role
in reaching out to the people through integrating voter
education in their ongoing programmes or by mounting
special programmes for greater electoral participation.
• ULB members can also be trained to popularise the use of ECI Mobile Apps
including Voter Helpline App etc and explain to the people the use and benefits of
these apps in addition to facilitating installation of these apps by them.
• Smart Cities project offices and personnel can be utilised as partners to reach out

SVEEP KEY STRATEGIES

to urban cities and centers to engage and work towards overcoming urban apathy
• Construction and building agencies may be roped into ensuring the registration
and voting by the informal construction sector workers and members of housing
societies.
• A large number of metro projects can be leveraged for expanding SVEEP outreach
in metro cities.
• A database of RWAs in all the municipal corporations, municipalities etc may be
prepared and their services utilised for expanding the reach of SVEEP.
• Help of municipal corporations, district administration, district authority
municipalities may be taken to put up hoardings/ banners etc for outdoor
publicity.

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4.5.1.14 Ministry of Skill Development and Entrepreneurship

The Ministry of Skill Development and Entrepreneurship is a ministry that caters to
youth, making it a very important potential partner. There are
several schemes, Sector Skill Councils, DGT, NCVET, ITS, etc.
that have a large presence, members and engagement
potential.
• Leverage celebration of World Youth Skills Day on 15th
July to spread messages on voter education.
• Setting up help desks and facilitation centres for
registration and corrections of details.
• Demonstration of EVM-VVPAT in accordance with ECI’s
instructions and display of communication material on ECI
Mobile Apps, Helpline 1950 to be taken up at vocational education institutes.
• Modules on voter awareness may be added to training material of vocational
training institutes.
• NVD celebrations could be taken up at various vocational training institutes.

4.5.2 Partnership with Corporate/Private Sector

Public Sector Enterprises and Corporate Houses can play a
vital role in enhancing citizen engagement by partnering
in SVEEP programme alongside fulfilling their Corporate
Social Responsibility (CSR). Partnership with the Corporate
and Private sector has been tried in the previous SVEEP
strategy. This included chambers of commerce like CII,
ASSOCHAM and FICCI and other associations like NASSCOM
among others. This partnership has great potential for SVEEP
and it needs to be explored and forged with clear terms of reference
for the partnership and collaboration action points. States should also be encouraged
to develop partnerships with the private sector at the state and district level.
SVEEP KEY STRATEGIES

Another aspect of the partnership with the resourceful private and corporate sector
is the CSR funding and initiatives. The Ministry of Corporate Affairs could facilitate
this. Awareness generation, capacity building, research and community participation
aspects may be explored for accessing and utilizing that window of opportunity if
available under CSR.
The following areas of collaboration with the private and corporate sector could be
explored:
• Registration of all its employees, in coordination with the ERO.
• Setting up Voter Awareness Forums (VAFs) and ensure their proper functioning.
The Nodal Officer of each VAF should ensure that all employees install the VHA
and register as voters. He should also motivate all registered voters of the VAF to

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participate in all elections in an informed and ethical manner. He should check

whether all employees who availed paid holiday on poll day actually voted.
• Organising facilitation camps for voter registration and displaying voter education
material in office premises for employees and at public offices for customers and
motivating their employees to cast their vote.
• Sponsor Youth Voter Festival activities and prizes for various competitions on
voter education under CSR.
• Sponsor targeted interventions for specific categories- for example SVEEP
campaign for women, PwDs, etc.
• Integrate Voter education themes in their corporate advertisements; extend
support to CSOs and NGOs carrying out Voter education programmes;
conduct voter awareness campaigns on its own clubbed with a special
registration drive; conduct special electoral awareness campaigns for
old, schedule tribe population, excluded groups and communities, differently-
abled & also for migrant labourers.
• Celebrate National Voters’ Day; administer NVD oath to its employees.
• Integrate voter education n ongoing orientation and training programmes for the
employees.
• Promote ethical and informed voting free of inducements and educate voters
about their rights and duties to strengthen democracy.

Business and professional associations like CII, ASSOCHAM, FICCI, NASSCOM, at

national levels and regional and state chambers can be approached for reaching out to
their business members for joining SVEEP collaboration. Market associations, Traders
associations, manufacturers associations, hotel associations, medical associations,
export and import associations may be approached to organise orientation, facilitation
and training programmes to their member organisations on EPIC, Mobile apps, EVM-
VVPATs.

SVEEP KEY STRATEGIES

4.5.3 Partnership with CSOs and NGOs
Civil Society Organisations can play a significant catalytic
role in enhancing citizen engagement especially in the
areas of reaching out to the last- mile in furtherance of
the Election Commission’s goals. CSOs including RWAs and
SHGs are a great source of expanding the reach and connect
of SVEEP and amplifying the impact.
A framework for engagement of CSOs was developed in
SVEEP I phase that needs to be updated and widely used at national,
state, district and constituency levels. National level NGOs can be approached for formal
partnership for facilitation of activities and linkages for programmes and activities.

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The following roles may be assigned to CSO partners in furthering the SVEEP agenda:
• Setting up Voter Awareness Forums (VAFs); assisting the election officials
in taking up voter awareness programs on electoral registration process and
encouraging voters’ participation.
• Assisting both rural and urban population to register as voters at convenient
registration locations and at timings that are convenient to them.
• Supporting various participative initiatives to make electoral rolls cleaner and
poll process more efficient.
• Help overcome information and motivational gaps and working towards full
participation of the electors in voting during the elections.
• Promote ethical and informed voting free of inducements and educate voters
about their rights and duties to strengthen democracy.
• Provide constructive feedback, new and innovative ideas to increase voter
participation.
To enable NGOs to play a meaningful role, it may be necessary to organise a national
and state level consultation to look at suggestions and observations from them. Providing
training and orientation to conduct activities like social mobilisation, folk media and
familiarization with mobile apps and registration may be necessary.

4.5.4 Partnership with Media

Media can play a significant catalytic role in enhancing
citizen engagement by reaching out to a large audience in
furtherance of the Election Commission of India’s goals.
It is a powerful force in today’s society from an electoral
system perspective.
SVEEP has had a tryst with media partnership through
DD, private channels, print media, radio and social media
entities. Other than paid activity with media, partnerships
should be forged with the media houses and channels for extended
SVEEP KEY STRATEGIES

social responsibility and civic engagement roles of the public and private broadcaster
through campaigns, shows, talks, contests, endorsements and testimonials.
Media houses in print, TV, Radio have been great partners in SVEEP in the past
and they have voluntarily participated in the voter’s education programmes in a variety
of ways. ECI has also collaborated with DD/AIR for allocating equitable time for their
election campaigns through state owned media.
The following specific roles may be assigned to media houses from the perspective
of SVEEP strategy.
• Disseminating to the public, on pro-long basis information like when, how, where
and why to register as voters.
• Providing free print space and air-time during elections and ahead of SSR to air

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out messages and promos from CEO’s office for encouraging voter registration
and participation in polling.
• Promote ethical and informed voting free of inducements and educate voters
about their rights and duties to strengthen democracy.
• Create its own promos and spots for registration and voting on pro-bono basis,
especially during elections. However all such content should be vetted by the
CEO/ competent authority of election office.
• Film, video, OTT platforms are potentially new and prospective partners that can
be engaged to produce communication material and blend the voter education
concepts and programmes in their content. They can also be commissioning
content with elections and voters’ participation as new products and series.
• Social media platforms and advt., marketing and PR agencies can be engaged
through crowdsourcing and competitions to produce innovative content and
campaigns that can be rewarded and given national certificates and prizes.
• Journalists should be imparted SVEEP training through a well-designed module.
• Students and faculty from Mass communication, film, TV and radio production
colleges and institutions may be engaged for projects, crowdsourcing and
development of SVEEP campaigns.

4.6 Key Strategy 6: Effective Communication, Outreach

and Media Campaigns
Communication, outreach and media campaigns have been utilised in the previous
SVEEP phases very effectively. National and state levels mass media campaigns, social
mobilisation activities, and on ground events, local and folk media performances,
social media platforms and mobile apps have been used for education, motivation,
engagement, and dissemination of key messages to different audience segments. This
has led to substantial awareness generation and making voter education high on the
public agenda. However, SVEEP programme has sometimes also been seen as too much
of an activity oriented material production and visibility focused programme that do not

SVEEP KEY STRATEGIES

necessarily make a real difference in terms of meeting SVEEP objectives.
SVEEP proposes to use the three fundamental areas of focus - voter focus, booth
focus and evidence focus along with revamped strategic framework of IMF-EEE to make
the communication, outreach and media engagement a really powerful key strategy. The
endeavour is also to harness the power of the emerging formats in the media landscape
and media consumption habits for compelling engagement and enthusing audience
segments. Experience of major developmental programmes has shown that those
communication activities are more effective which are either individual contact based
or mass contact programme. Designing and executing the communication strategy
with measurable and transformative impact in the landscape of voter education and
behaviour change communication will be crucial during the coming years.

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4.6.1 Evidence based communication – Audience, Barriers and

Benefits
Communication materials and campaigns are to be based on ground level evidence
and insights gathered from election data, census data, KAP survey, Helpline (1950)
feedback, social media reactions and posts, communication needs assessment etc.
There could be more nuanced expressions which can give us a better picture and
understanding the issues, challenges, beliefs, perception and experience that people
encounter in the voter journey and experience.
Based on the needs assessment and gap analysis, the campaign design will need to
incorporate audience specific messages keeping in mind the
a) “Pain points” or barriers
b) Benefits or perceived benefits
To make a powerful, engaging and compelling message one has to understand
people’s drivers, enablers, benefits (they have to see it as a benefit) and pick cues for
action which motivates, persuades them to go for registration and get out and vote.
A campaign is a strategic time bound communication activity for specific goal and
user action. SVEEP should categorise their SVEEP campaigns in the following three
types.
• Overarching philosophical, larger picture, cross cutting campaign
• Theme or issue or service or event specific campaign
• Audience segment specific campaign

SVEEP may continue with the current messaging but there is a need to go over
and above – right, responsibility, duty, My Vote Matters, No Voter to be left behind. A
little bit more of emotional and aspirational appeal besides nation building and duty
and responsibility will enhance the connection. A touch of personalisation/benefit
tangibility for each target segment would also be helpful.

Engagement points
SVEEP KEY STRATEGIES

Engagement/touchpoints are points where one can reach out and “touch” the voter in
so many different ways. And also, it is not just about how many times or through how
many channels and media platforms which is reached out to the voter but the more
crucial point is whether one has been able to “touch” the voter’s mind as well heart and
engage him in a dialogue. The 360-degree campaign must be conducted all 365 days
of the year to help voters see a 360-degree perspective and make due preparations for
taking an informed and ethical decision to cast their vote in a free, fair, transparent and
enabling environment.
There are several initiation points and milestones in the voter’s journey and
experience where SVEEP can play a very critical role. These engagement points include:
• Voter Registration Office/Enrolment/PwD marking/other electoral services

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• Voter Participation: Casting your vote at the polling station

• BLO and BAG Volunteers coming home for meeting, facilitating or checking
• SVEEP on ground activities, events, ELC, NVD
• Voter Helpline 1950
• Social media outreach
• Mobile applications
• ECI polling team and polling agents at the booth
• SVEEP outreach by partners- government ministries, private sector, CSOs, media
• RWA, neighbourhood clubs and groups
• Citizen’s vigilance against violations of MCC
• Citizen information needs
• Citizen grievance redressal
• Citizen feedback/suggestions on the electoral matters
MESSAGES NEED
Then there are others who are also making parallel TO BE AFFIRMATIVE,
entries and sharing information and using other tools
INSPIRATIONAL,
and tactics to persuade and influence the voter.
• Political candidates coming home and making
ASPIRATIONAL, CRISP,
promises and seeking votes DYNAMIC AND CALL
• Political Party meetings TO ACTION
• Media (electronic/broadcast, print, social media)
discourse on elections
How does the voter navigate through all this huge deluge of
information, data and debates so that the voting experience is easy, delightful and
memorable for him, is a critical issue which needs to be addressed by the stakeholders.

4.6.2 Repositioning of messages

Positioning is the act of lodging an intended idea (and its attributes) in the mind of the
targeted person in a way that the idea stands out uniquely. Positioning is of importance,

SVEEP KEY STRATEGIES

if an intended idea/ concept meant for mass benefit is to succeed in its aim or not.
Proper positioning of the idea in a given communication landscape and its benefits
needs to be achieved, by properly instilling it in the minds of the electors.
• SVEEP Message source/Source credibility: Message construction and use of a
celebrity or a champion or an ICON or a symbol as a source of information and
communication needs to be looked at very carefully. The source’s credibility
matters a lot for electors and voters in the message reception, interpretation and
action.
• Extension of SVEEP messages: The core messages should have the flexibility
of local adaptation and extension into segments, sub segments, languages,
geographies, cultures and contexts.

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4.6.3 Communication, media and outreach interventions

The communication, media and outreach interventions under SVEEP fall under the
following broad categories:
• Mass media: Print, radio, TV, video, film
• Mid media: Outdoor media, folk media, local media, tools such as roadshows,
nukkad nataks, rallies and activities like wall paintings, quizzes, competitions,
etc.
• Interpersonal Communication and Community Mobilisation
• Social and digital media: Facebook, Instagram, Twitter, Whatsapp, Koo, Youtube,
Linkedin, OTT platforms, audiobooks, gaming platforms, podcasts, etc.
• IT/ICT include Mobile Apps, Portals, bulk SMS, etc.

4.6.3.1 Mass Media

Mass media plays a very significant role in taking the message out to a large number
of audiences in a cost effective and easy way. There are a variety of tools, products,
vehicles and materials that have been used and should further be used creatively and
engagingly. However, the resources being limited, care should be taken to ensure
optimum return on investment. Subject to this yardstick, the following media platforms
could be utilized as found appropriate.
• Print (posters, brochures, booklets, handouts, stickers, flipbooks)
• TV (TV shows, reality shows, Talk shows, News shows, Impact feature, sponsored
program, piggy-back riding on popular programmes)
• Film & Video (short films/ video, music video, video animation, cinema slides,
user generated content)
• Radio (AIR/ FM/Community Radio), weekly programmes, features, news stories,
talk shows
• OTT/Web series platform

Merchandise: Merchandise is used above and beyond the traditional media materials
SVEEP KEY STRATEGIES

for promotion and communication. Some of the collaterals developed and used regularly
in campaigns and events include branded cap, t-shirts, wrist band, balloons, pocket
calendar, headbands etc. These may be used as a gift or incentives for innovation and
competition winners.

4.6.3.2 Mid media

Outdoor media, folk media, local media, tools such as roadshows, nukkad nataks, rallies
and activities like wall paintings, quizzes, competitions, etc.

Outdoor media: This is used extensively for visibility and recall to reinforce the audience
for moving towards desirable action. These include hoarding, wall writing/painting,

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kiosks, banners and Out of Home (OOH) media. Professional agencies should be hired
at the state and district levels for developing the outdoor media campaign.

Folk & Local Media: India is rich in folk and local media. Leveraging local cultural
traditions can connect the voters in a much better manner. These include ‘Nukkad
Natak’, ‘Kathputli’/Puppetry among others. Trained troupes from the Communication
Bureau of I & B Ministry (erstwhile Song and Drama Division) or any other suitable
government organisations or private/civil society groups could be utilised. Festivals
being a core cultural aspect of our country, trying out festival based interventions would
be helpful in establishing a long lasting connection with the voter. Right from social
media based creations linking festivals to electoral participation related messages to on
ground SVEEP activities during the festival celebrations could be effectively conducted.

4.6.3.3 Interpersonal Communication & Community Mobilisation

Community mobilisation is a very powerful and engaging inter personal communication
tool that involves two way dialogues and has been utilised in a diverse way at all
levels. CSOs and CSR partners should be engaged for deeper and closer mobilisation
and engagement with communities in their own settings. Outreach through field
level workers i.e., ASHAs, AWWs, ANMs, members of Paani Samiti, Milk Cooperatives,
SHGs and ‘Shiksha Mitras’ etc must be encouraged to reach out to the voters. In this
context, panchayati raj institutions and urban local bodies have a crucial role to play
in supporting SVEEP activities at the field level as the local representatives command
a deep penetration among the electorate. Inclusion of Gram Sevak (Gram Panchayat
Secretary) and equivalent officers of the local bodies in voter education may also be
practiced during SVEEP implementation. Community leaders too may be engaged to
spread awareness through peer education.
A vast range of activities are being carried out in every district for better outreach.
These need to be strengthened further to reach out to a wider range of voters.
Some notable examples are as follows:

SVEEP KEY STRATEGIES

• Outreach by the Song and Drama Division and Field Publicity Units of Central
Bureau of Communication (Ministry of Information and Broadcasting)
• Outreach by NYKS, NSS, NCC, Bharat Scouts & Guide etc.
• Pledge to vote – ‘Sankalp Patras’/ Pledge letters for parents through school
students, signatur e campaigns, democracy walls
• Invitation to vote – Invitation letters to public to vote from senior election officials
• Events – Marathons, walkathons, human chain formations, rallies, candlelight
processions, torch relays, mime shows, puppet shows, ‘Prabhat Pheri’, sports and
cultural activities
• Competitions – Folk art, music concerts, rock shows, debates, essay writing
contests, slogan writing competitions, painting competitions

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• Special registration camps in weekly ‘haats’, fairs; dedicated camps for specific
target group
• Community meetings, village chaupals and door-to-door visits for registration,
problem solving, corrections and new additions by BLO

4.6.3.4 Social & Digital Media

Social media is a competitive landscape, it also provides an opportunity for organizations
to tell their story, engage their supporters, drive and propel action. Social media is an
integral part of engaging the community in strategic SVEEP efforts.
ECI forayed into social media in 2016, specifically for voter education. The active
engagement through social media was aimed at creating awareness on electoral
processes, voter awareness and education, regular & efficient information dissemination
on various aspects of elections especially to youth and other stakeholders at large.
The experiment was slowly scaled up and in January 2018 when ECI formally launched
its official Facebook Page. A dedicated Twitter handle of the Spokesperson to give
updates to media already existed but otherwise there was no other presence on any
other social media platforms. Ahead of Lok Sabha Election, the Commission decided
to launch the Twitter handle and Instagram page specifically for voter education and
outreach @ecisveep.
There was a steady focus on social media during the Lok Sabha 2019 Elections with
a professional agency on board to manage the platforms and the content. Social Media
campaigns like #GotInked asking voters to share selfies with inked fingers, became
popular. Current Followership of ECI social media platforms is given in the next page.

Social Media Engagement Strategy for SVEEP

SVEEP provides the appropriate opportunity for taking a leap in use of social and
digital media which may be extensively used in future years for regularly sharing
suitable narratives based on the findings of evidence based analysis in order to educate
and engage the electorate at the social level and stimulate conversation on electoral
SVEEP KEY STRATEGIES

participation issues in families, workplaces and social networks.

A social media engagement strategy connects social media tactics to goals on
social networks. The approach summarizes what one needs plan to do and how it
is expected to achieve it. The more detailed and specific the strategy is, the more
effective it will be. Social media engagement is the measurement of user interactions
with content posted on social media platforms like twitter, linkedIn, facebook, and
instagram. It is a standard metric used by businesses to evaluate their social media
performance.
Examples of social media engagement:
• Commenting on the post

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Instagram
Followers
50.3 K

Twitter
Youtube Followers
@ECISVEEP
Followers
268.3 K
98.4 K @SPOKESPERSONECI
44,900

Facebook
Followers
490 K

• Sharing the post

SVEEP KEY STRATEGIES

• Liking the post
• Clicking on links to the website

Social engagement is vital because it indicates the average number of people

who are interacting with and paying attention to the message. Having a large number
of followers and reaching out to more people is the ultimate goal, but consistent
interactions and engagement with the people on social media, though takes time and
effort, but it pays off in the long run.
Benefits of social engagement
a. Better customer service experience — Social engagement allows quick

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interaction between institutions and users to discuss feedback, questions,

concerns, etc.
b. Increased registrations and voter turnout — While social engagement isn’t
directly linked to increased turnout, many likes and good comments can
influence up to 27% of users’ likelihood to subscribe to the idea or suggestion
given.
c. Brand awareness and website traffic — It sets the foundation for strengthening
brand awareness and increasing website traffic by reaching a more
comprehensive range of the market and getting access to communicating with
them quickly and effectively.

SOCIAL MEDIA ENGAGEMENT TACTICS

Social media engagement tactics are actions that increase engagement.
Each tactic should be tied to the strategic goal in mind. Effective social
media engagement tactics can help businesses create the best content
that will build a community of brand loyalists and supporters over time.

a. Live video is #1 — Almost 5 billion behavioral outcomes in three

videos are watched every single ways:
day. • The presence of an image in
• Live video gives the chance a social media post helps the
to respond and interact with post stand out and encourage
users directly, which creates a engagement.
personal connection. • Colorfulness consistently
• Make a point to host live videos enhances a viewer’s attention
regularly (at least once per to the post.
SVEEP KEY STRATEGIES

week). • Research has found a positive

• Make sure to focus on driving relationship between images
interaction and make sure the and texts.
video is interesting to watch.
• Pre-recorded video is also c. Switch up post types — If the
popular among users. platform offers multiple post types
(video, photo, link, text/status
b. Photos attract eyeballs — Good updates, etc.), it needs to be made
quality images added to the sure to include a variety of post
posts can affect cognitive and types in the content schedule.

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d. Post timing — Schedule the posts include joy, nostalgia, inspiration,

in order to reach the audience empathy, sadness and anger.
at prime engagement times.
Evaluating the platform analytics h. Use storytelling — Everyone loves
will provide the best results for a story. Use a powerful narrative
the target audience. to draw the audience in and
encourage them to share.
e. Contests and giveaways —
Freebies are always an excellent i. Repurpose the best content — If
way to get users to engage with there is a popular blog post on the
the users. Choosing an exciting website, use stats and snippets
prize and encouraging interaction of the post to create content
may be helpful in order to attract on social media.? Create short
users. Before a contest is started, video clips from each episode to
it may be made sure to know the share on social media. If a post is
social media platform’s contesting performing exceptionally well on
rules — or run the contest on a LinkedIn, consider retooling it to
third-party site and share the link fit another social media network.
on social media.
j. Social Media Content Ideas
f. Treat each platform individually • Create Videos
— Every platform has its own • Repurpose Audio Content
algorithm and unique features. • Feature user-generated content
Explore the different features on • Work with influencers
each platform, especially when • Repurpose social media content
new features are introduced. If across platforms
one uses content on multiple • Use engagement prompts
platforms, make sure the content • Share Organisation news

SVEEP KEY STRATEGIES

is altered to fit the platform it • Go live
appears on.

g. Emotions trigger engagement —

Social media users are more likely
to engage with a post that makes
them feel a strong emotion. The
most powerful emotional triggers

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Social Media Engagement Measurement

Measuring success on each platform is useful for increasing brand awareness, growing
engaged audiences or increasing hits on the website. These metrics are the social
media Key Performance Indicators (KPI).
a. Tracking metrics like:
• Number of likes/reactions
• Number of comments
• Average engagement rate
• Amplification rate
• Virality rate
• Total impressions
• Post reach percentage
• Click-through rates
• Audience growth rate (as opposed to total follower count)

b. To avoid some of common mistakes

• Focusing on quantity over quality
• Being on all social media platforms
• Posting the same content across platforms
• Using only landscape images and videos
• Sharing only our own content
• Not curating user-generated content
• Not uploading videos to social media platforms
• Not targeting specific audience for our content
• Not boosting the right posts
• Not replying to questions on social media (fast enough)

c. Action Points for Social Media for SVEEP

• A national social and digital media strategy for SVEEP using the outline
SVEEP KEY STRATEGIES

presented above may be deliberated and further fine-tuned and adopted for
action in states and districts.
• A professional social/digital media agency should be engaged to guide and
support the social/digital Media communication efforts
• Develop SOPs for social media activities for CEOs and DEOs
• More clarity on expenditure part of social media activities required
• Social Media Monitoring by dedicated team on Posts
• Use analytical tools for content propagation
• Quick Response on complaints raised to social media sites
• Sustenance of social media campaigns during the non-election Period.
The successful completion of the National Voter Awareness Contest launched on NVD

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2022 is an excellent example of obtaining innovative creative user generated content

(song, poster design, videos, slogans and quiz) obtained through crowdsourcing on
social media which can now be utilized in a variety of ways in SVEEP communication in
the future.

4.6.3.5 IT & ICT

Information Technology and Information and Communication Technology applications
have performed an increasingly important part in the SVEEP efforts and outcomes. IT/
ICT interventions were systematically introduced during SVEEP-III and have grown and
evolved considerably over the years. They are poised to play an even more central role
in SVEEP.

Mobile Apps and role of SVEEP

The apps work in tandem during non-election, pre-election, in-election and post-
election phases to create a perfect ecosystem providing seamless interfaces for all
stakeholders. The applications have been so designed carefully, that they cover all the
phases effectively. Regular updation of the existing apps and development of new apps
is the cornerstone of technology in elections.

SMS Based services on 1950

Electoral search NVSP portal NGRS portal

Booth app ETPBS Citizen/Public applications

System/Internal applications Portals

SVEEP KEY STRATEGIES

NVSP
National Voters’ Service Portal was developed with an aim to provide single window
service through a user-friendly interface for citizens for the ease of access and
doing business. Through NVSP, a user can avail and access various services under
one umbrella. It could be to access electoral list, apply online for voter ID card, for
corrections in voter’s card, view details of polling booth, assembly and parliamentary
constituencies besides getting access to the contact details of Booth Level officer and
respective Electoral Registration Officer among other services.
The analytics show that the retention and continuation of the apps is relatively
low. For example, Voter Helpline app “active users” in comparison to the downloads
was reduced to just 15%. Similarly, the PwD app “active users” in comparison to the

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downloads reduced to 6.7 %. Similarly, cVigil app ‘active users” in comparison to the
downloads reduced to 4.2%. It is important to understand the reduction in download as
well as reduced “active users”.
Mobile Apps are powerful information engagers, solution providers and motivators
to attract electors and voters to take desirable action forward. SVEEP 4 strategy needs
to take this forward and move towards more user friendly, more interactive and easier
to handle apps with exciting interfaces that are engaging, fresh and appealing to users.
There needs to be a renewed strategy for enhanced mobile app use and much greater
downloads, active users. In order to better leverage technology, voters can access
e-voter slip for polling in addition to receiving physical copies of voter slip through BLOs.
More robust and elaborated feedback system and use of data and feedback provided by
the users’ needs to be in place to take this engagement, voter journey and experience
to a more engaging experience.

Connecting with citizens through IT/ ICT/ Apps

IT/ICT and mobile applications are expected to play a leading role in connecting to a
large section of the citizenry for voter registration and participation. Some of the future
and forward-looking action points are as follows:
• A thorough review of the current ECI mobile application should be undertaken to
ascertain their user interface and user experiences. Based on that an appropriate
redesign and configuration should be undertaken to make it more user friendly
with better UX.
• ECI Mobile apps should be made in different language versions (currently they
are in limited language versions usually in Hindi and English) so as to increase its
reach and access by population that use only regional and local languages.
• The content and engagement factor and tools for the mobile apps as well as look
and feel also need to be looked into. More frequent and more creative content and
engagement tools and strategies should be utilised.
• Strategic and intensive communication and outreach efforts should be done to
SVEEP KEY STRATEGIES

popularise the use of these mobile apps and increase its download and usage to
benefit the young voters as well as other categories of audience segments.
• User data, feedback and activity logs from these apps should be collected with
more rigour, collated, analysed and utilised for better targeting, reach and
connect.
• Access to database of mobile numbers may be created through the help of
organizations which are already having such networks in both government
(Aanganwadi, ASHA, Paani Samiti, Milk Cooperative Members, SHG Members)
and non-governmental sectors (IMA, Delivery Staff of Food Providers like Zomato,
Swiggy and Public Transport Drivers including Ola, Uber, etc.)
• There is a need to strengthen the feedback loops from the mobile apps and

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THE ECOSYSTEM OF MOBILE APPS FOR ELECTORAL SERVICES

ECI Mobile apps provide better personalisation and ease of sending the notifications. The mobile specific features
like camera, contact list, GPS, phone calls, accelerometer & compass can be used meaningfully for election
purpose. As the mobile allows working in offline mode, it works as the best work medium in shadow areas.
Election Commission of India deploys mobile apps for providing electoral services

From Voters to Voting From Candidates to Counting

VOTER KNOW YOUR cVIGIL APP PwD APP VOTER

HELPLINE CANDIDATE This is also the National award As the name implies, TURNOUT APP
This National award ‘Know Your Candidate’ is winning application. It stands for PwD app is meant for During the poll day,
winning app is the a mobile application for Citizen Vigilance. The citizens Person with Disabilities. it captures the live
one-stop solution for electors which provides can report the Model Code of The PwD elector can voter turnout data as
voters. It helps in voter candidate’s details and Conduct violations like money request for enrolment recorded by polling
registration, contesting affidavits including criminal distribution, inducements, liqour assistance, search for stations and displays in
candidate profiles, and antecedents. and gift distribution during the their name, navigate to the mobile app. This is
live election results. The election period for prompt action the polling station and a very popular app for
Voters can search their by the enforcement agencies. see the list of contesting contesting candidates
name & find the polling The app provides clicking of live candidates for their and Media to know the
station location in the photo / video /audio from the election. It utilises the real-time voter turnout
electoral roll by simply app along with the geotagging accessibility features of in the polling stations
scanning their Voter & time stamping. This provides mobile phones for voters assembly constituency-
ID card. evidentiary proof for taking with blindness and wise.
prompt action. hearing disabilities.

SVEEP KEY STRATEGIES

CANDIDATE NOMINATION APP SUVIDHA GARUDA APP BOOTH APP

Candidate Nomination App (2020) allows the CANDIDATE APP Garuda App (2020) This app provides the
candidates to file their nomination online, equips BLOs (Booth facility of identifying the
The political parties and
digitise their affidavits, and deposit the security Level Officers) with voter in the electoral roll
candidate can track their
amount online. The system generates printable facility to promptly by simply scanning the
application from the mobile
filled-in form supported by a QR Code for easy capture changes in QR code in the voter slips
app. During the elections,
submission before the Returning Officer. This forms like 6, 7 and 8A which are distributed before
candidate/ political parties
App has come as a boon for elecons during pertaining to electors. the elections. This helps in
need to take permission
Pandemic me. Once the application, complete It is particularly helpful faster identification, faster
from the authority to hold
in every respect, is successfully submitted, during field verifications. polling, real-time automated
the rally and organise the
the applicant can track scruny status from or Supporting documents turnout information and
event. All permissions once
Candidate Suvidha App or its portal at hps:// and photos could be advance queue information
applied can be tracked from
suvidha.eci.gov.in uploaded in digital form in their polling station
the mobile app.
seamlessly over the App. to voters.

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this should be taken up urgently. A smooth and swifter feedback and response
mechanism should be developed.
• Quality of websites and mobile apps developed by CEOs should be monitored and
supported with technical and analytical inputs.

Future trends and technologies

5G and Artificial Intelligence (AI), Machine Learning (ML) will define the future of
media in the next decade. Technology is a great enabler, with its ability to bring about
a revolution across sectors. The last decade has been about building the right tech
infrastructure for these platforms. The next decade will be about making things easier.
There is a talk about AI as an enabler, but organizations are still to be adept at deploying
AI at ease for challenges such as video moderation, language limitations and mapping
the right content for the consumers. ECI may take the lead and initiate pilots using
these technologies and tools in near future and SVEEP programme will need to keep
pace with the technological advancements brought in in the ECI.

4.6.3.6 Developing media and communication interventions

Development of creative content is a skillful professional task. KAP and formative
research insights should guide the development of new, bold and sharp messages
with a new positioning. A creative message brief should be developed to brief the
agency or creative consultant undertaking the job. All messages and campaigns should
undergo a formal pretesting research process. This should be rigorously done with
systematic tools.
Some of the following points need to be kept in mind while developing media
material and executing campaigns and activities are as follows:
• Planning: All media and channels, products, material, activities and events
require a lot of time and evidence using KAP, Demographics, Psychographics and
media data to translate that into a creative rendition that will capture people’s
attention and spur them into taking the desired action.
SVEEP KEY STRATEGIES

• Media planning and Multiple Exposure: It is estimated that it requires at least

7-10 exposure from different sources and media over a short period of time for the
effect to take place. A proper “media plan” should be formulated for roll out and
monitoring of media products & activities.
• Consistent, Coherent, Clear and Concise messaging: Messaging has to be
consistent and coherent, clear and concise. Creating effective messages is not
just about providing information. One can try and use different types of message
appeals and visuals to make it relevant, catchy, peppy and well positioned instead
of being bland and preachy.
• Sustained Mobilization: Make mobilization and engagement a year-round effort –
not just tied to Assembly or Lok Sabha elections. However, there will be a greater

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frequency and intensity during elections and SSR.

• Design and production: Design and production of the materials (print, Video,
radio, social media or even ‘Nukkad Nataks’) takes time, effort, professional
advice, skills and competencies. It may also be an issue of “procurement”
(engaging Ad agency or a consultant), so one needs to provide for adequate time
and budget in advance.
• Distribution and dissemination: A well-designed and clear plan for distribution of
these materials either physically or electronically has to be put in place along with
the required personnel. One has to be conscious of this and keep the distribution
and dissemination plan ready in advance for timely dissemination.
• Adaptation of materials by states: SVEEP communication material is prepared
centrally at ECI and shared with states. There needs to be a clear-cut policy and

MEDIA PLAN FOR COMMUNICATION & OUTREACH

Media planning is the process by which organisations determine where, when,
and how often they will run their advertisement activities in order to maximize
engagements to achieve their goals. SVEEP media planning and strategizing
ultimately involves as to what, how, in which media, channel, activity, material
and events do you articulate and manifest to reach out and connect with the
audience you intend to engage with.
The media plan might split advertising spend and resources between various
online and offline channels such as broadcast, print, paid ads, video ads or local
content. An effective media plan will result in a set of advertising opportunities
that target the specific audience and fit in with the organization’s marketing
budget. When establishing a media plan, media manager will often factor in the
following considerations:
• Whom does the intended communication target
• What is the communication budget?

SVEEP KEY STRATEGIES

• Communication/Conversion targets
• Frequency of the message
• Reach of the message
• How to define success?
Media planning is most often done by media planners at advertising agencies.
Media planners must work with media buyers and the client organization to
develop a strategy to maximize impact from media spend. Media planning is
more involved with formulating a strategy, evaluating its effectiveness, and
making concurrent adjustments during the execution of the strategy.

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guideline for adaptation and localisation of the materials and messages developed
by the SVEEP division. Local language, local cultural context and appropriate
visuals, colours and backgrounds need to be built in when adopting the materials
and messages shared by SVEEP division. Some standardisation and quality check
mechanism should be in place to ensure there is no distortion or unintended
issues that may crop up in translation and adaptation.
• Storytelling and engagement: Each media product should take forward its own
story but also give leverage to the other media story making storytelling and
engagement a cost-effective strategy.
• Election event horizon for SVEEP messaging: There are interesting calendar
days, events, festivals etc. that can be utilised effectively for easy and better
engagement and outreach. These national and international days, national and
state and local festivals, and official celebration and observance of days and
weeks that provide a ready-made opportunity to piggyback and ride on the entry
points to multiply the reach and connect with embedded messages, display, and
demonstration of voter education messages. (Refer to Annexure 8).
• Repository of media assets: It is planned that an exhaustive repository of SVEEP
and communication “media assets” be prepared for easy access and reference by
all functionaries at various levels across the country.
Refer to Annexure 9 for preparing media plan for communication and outreach.

4.6.4 A 360 Degree Multimedia Campaign

A 360-degree multimedia campaign uses integrated marketing strategies to cohesively
deliver a perceived benefit message consistently across all touchpoints, platforms,
and devices at the right time, in the right place, and with the right message. The best
possible combination involves a 360 degree multimedia strategic approach.
A campaign is a strategic specific time bound communication activity for specific
goal and user action. SVEEP may look at the voter education campaigns from the
following three perspectives:
SVEEP KEY STRATEGIES

• Overarching philosophical, larger picture, cross cutting campaign

• Theme or issue specific campaign
• Audience segment specific campaign

360 degree is contextual and the choice from the menu of the channel selection and
utilisation has to be guided by the local need, requirement and resource availability.
It is important that 360-degree campaigning does not spread the resources thin and
spending is undertaken judiciously and efficiently based on the circulation figures.
(Refer to Annexure 10 for details).
In order to accomplish the above tasks, it will be necessary to hire a professional
communication agency at the national and state level to develop the communication

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Digital & Social Media Government Departments

• Followers • Panchayati Raj Institutions
• Social Media Campaign • Agricultural Institutions
• SMS Campaign • PHCs, Anganwadi/ANM centres
• NLMA
• Grassroot Institutions of Govt
Departments
Electronic Media
• Audio Visual spots
• Scrolls on TV,
Centres for Information
Display Board
Dissemination
• Educational
• Bank/ATMs
& Interactive
• Post Offices
programmes on
public & private 360 • Schools/Colleges
• Bus & Railway Stations
sector media
Degree • Govt & Private Hospitals
• Market, Malls, Haats,
Communication Bazaar

Plan
Print Media
• Articles & print Outdoor Media
advertisements • Cinema slides
for newspapers • Outdoor Sites
& magazines • Information kiosks,
• Local Mobile media vans
magazines & • Posters, hoardings,
bulletin boards stickers, pamphlets

strategy, creatives and undertake media planning. Special preparations will be needed
for planning and executing a national level communication campaign in run up to 2024
Lok Sabha elections. This will involve developing a well-researched theme, a tag line,
a signature tune, a radio and TV campaign. Besides the mass media, folk media, social
media and other media vehicles will need to be employed alongwith direct people -to-

SVEEP KEY STRATEGIES

people contact.

4.6.5 Election Icons

To leverage the ability of inspirational personalities to establish an authentic connection
with the masses, ECI associates itself with renowned Indians from various fields who
enjoy national appeal and appoints them as ECI’s national icons to motivate voters.
Similarly, renowned individuals in states are appointed as state icons. Non-partisan,
non-political antecedents of the individuals are ensured before recommending them
as ECI Icons.
It is important to utilize the services of these Icons as brand ambassadors of ECI at
all times as the relevance of SVEEP is not limited to election period only. Voter education

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is a constant endeavor of the ECI during all times and seasons. It is therefore vital that
awareness generation through icons goes on during SSR and continuous updation
periods as well.
SVEEP 4 strategy recommends that a formal agreement may be signed by ECI with
the identified icon. There should be a sunset clause of 2 years in the appointment of
icons. The period could be extended beyond 2 years subject to the satisfaction and
requirement of the competent authority.
The agreement may specify the following restrictions for the icon during their
period of engagement:
• ECI icon shall not be associated with any political party/ leader/ candidate
• ECI icon shall not publicly speak/ write/ post/ display/ express any politically
aligned information
• ECI icon shall not attend any political meetings/ rallies during their engagement
period
• ECI icon shall not be a part of any promotional program for government schemes

The Engagement agreement may also include a list of awareness generation

activities to be undertaken by the Icons. The responsibilities of ECI icon during
engagement period could include:
1. To be a spokesperson for voter awareness:
i. Press Conferences
ii. TV talk shows/ programs
iii. Radio Talk shows/ programs etc.
2. To be the face of ECI in various media mediums:
i. Hoardings
ii. Press advertisements
iii. Posters/ standees
iv. Audio/ visuals
v. Creatives for social media etc.
SVEEP KEY STRATEGIES

3. Other activities may include (as possible):

i. Attend meetings & conferences organized by ECI/ CEO/ DEO
ii. Acquire basic knowledge about electoral process and novel ECI/ CEO/ DEO
initiatives.
iii. Be an active Icon, present original ideas (if any) to the ECI officials for
awareness generation.
iv. Share all SVEEP content regularly on his social media handles and allow ECI/
CEO/ DEO to tag him in their social media posts.
v. Exhort his fans and followers to promote voter awareness.

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4.6.6 Thinking out of the box: Innovations

SVEEP has witnessed numerous innovations in the last 12 years. States have shown
great innovative spirit in devising campaigns, tools and processes to further the agenda
of enhanced voter participation.
The next level of innovations will be the key for higher participation as those citizens
who have not yet taken part in elections are likely to present a tough situation. Most of
the innovations need to be put in place at the district and sub-district level so that
the local specific issues are addressed effectively by drawing upon creative ideas and
solutions. Documentation and sharing of such good practices would help in replicating
success in similar situations and will provide a direction for future work in SVEEP.

Chatbots: Voterdost as innovation in Goa Voterdost - An election chatbot on telegram

by CEO Goa. This is on the telegram platform and is static but it can be made dynamic
with direct linkage with ERO-NET through API will give dynamic info.

Integrated Control Rooms in Uttar Pradesh: Integrated Control Room was established
on the day of polling in each phase for the Assembly General Election 2022. The control
room, complaints received from all sources like electronic media, print media, social
media and email etc. were disposed of in-time.

Green elections: Various states have taken numerous initiatives to make our elections
not just free, fair, and inclusive but also environment-friendly. In the recent Legislative
Assembly elections, Green election initiative was planned in Goa, where environmentally
safe naturally decomposable materials were used in the conduct of the elections. ‘Grow
with Democracy’ a plantation drive was organized in Bongaigaon district, Assam with
the participation of more than 1500 voters. A green campaign was launched in the
Sagar Island region, dominated by mangrove vegetation, in West Bengal. Other states
such as Kerala, Meghalaya have also undertaken novel initiatives for Green elections
during Lok Sabha 2019 elections.

Summing Up SVEEP KEY STRATEGIES

The key strategies described in this chapter are the crux of SVEEP programme action.
These strategies are interdependent and work in tandem (and not in isolation and
silos). This will require systematic efforts at planning, teamwork, coordination,
manpower and capacity building that are described in the next chapters.

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 05 PREPARING
ACTION PLAN
 Hexa Spiral framework
 Checklists for Electoral Registration &
Participation:
National Level
State Level
District Level
Constituency Level
Booth Level
 Implementing Action Plans

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T
he SVEEP strategy envisages a robust evidence-based action plan that can be
implemented and operationalised in a systematic and measurable manner so as
to maximise its impact.
The SVEEP strategy document guides the election functionaries to formulate
action plans at all levels. The conceptualization of the action plan is to be a disciplined
exercise duly compliant to the triad of voter, booth and evidence focus, the six key
strategies and the framework of Information, Motivation, Facilitation, Education,
Engagement and Empowerment (IMF-EEE).
SVEEP action plans are to be prepared at national-level by SVEEP Division,
at state-level by CEOs, at district-level by DEOs, and at the constituency and booth
Levels by EROs/ROs. The states are expected to draw their action plans as per the local
requirements and gaps identified through situational analysis. The strategy document
provides checklists for the national, state, district, constituency and booth levels in
order to facilitate preparation of action plans. Specific action plan is envisaged to be
formulated for the SSR period, the continuous updation period and the election period
PREPARING ACTION PLAN

respectively, apart from the annual action plan.

5.1 Hexa Spiral framework of Key Strategies

The six strategies described in the previous chapter envisage meeting the overall
vision for SVEEP of universal and enlightened participation. These key strategies have
their individual specific evidence based tailored intervention, processes and indicators
and they work in sync with each other to have a multiplier effect and outcome. The
six strategies can be showcased as a hexa-spiral with an aim to depict that each key
strategy flows into another key strategy just like every SVEEP effort (like the water
flow), which gravitates towards the booth, the bottom or innermost container where
all the action is concentrated.

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The hexa spiral structure informs that each key strategy is not one - off, they are
all interlinked and synergistic with the other. Whereas key strategy 1 and 2 namely
the booth/ polling station level planning and addressing low registration and low voter
turnout areas respectively are a part of microplanning, key strategy 3 on targeted
interventions for inclusive elections helps to bridge the gap. The key strategies 4, 5
and 6 namely strengthening flagship programmes like ELC, NVD and SSR, leveraging
partnerships and collaborations and effective communication, outreach and media
campaigns respectively help build the environment. All strategies finally culminate into
action at the booth in the form of registration and turnout.

EFFECTIVE COMMUNICATION,
OUTREACH AND MEDIA CAMPAIGNS
Environment Building

LEVERAGING
PARTNERSHIPS AND
COLLABORATIONS

STRENGTHENING FLAGSHIP
PROGRAMMES
(ELC, SSR, NVD ETC.)

TARGETED INTERVENTIONS
Bridging
TO ENSURE INCLUSIVE
the Gap
ELECTIONS

PREPARING ACTION PLAN

ADDRESSING LOW
Micro Planning

REGISTRATION
AND LOW VOTER TURNOUT

BOOTH/ POLLING
STATION
LEVEL PLANNING
AND ACTION

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5.2 Checklists of Activities at Different Levels

In order to guide SVEEP action at different levels, as per the framework of SVEEP
strategy detailed checklists have been prepared for every level as given below. The
checklists will also be helpful in formulating action plans at each level. The checklists
are not exhaustive and may be supplemented according to local requirements and gaps
identified based on data/evidence. The activities should be planned across the year and
tailored on the basis of specific requirements of the election or non-election period
as the case may be. It must be borne in mind that an activity is merely a tool and not
an end in itself. What is more important is ‘what’ is the objective, ‘who’ is the target
audience and ‘how’ to stimulate desired behaviour change. These are not one-off or
stand-alone activities, they build upon each other, support and supplement each other
and lead to tangible outcomes.

CHECKLIST - NATIONAL LEVEL ECI

GENERAL
CHECKLIST - NATIONAL LEVEL

1. Set up a full-fledged directorate of SVEEP at the national level comprising

an optimal mix of in-house experts, officials, consultants and professional
agencies.
2. Lay down a comprehensive framework for hiring of domain experts/ consultants
and professional agencies at the state, district and constituency levels.
3. Conduct conferences, workshops and seminars with states and other
stakeholders to create awareness about SVEEP strategy framework.
4. Provide adequate SVEEP funds to the states to support due implementation of
the SVEEP strategy framework.
5. Develop a national consultative framework for SVEEP covering all levels and
stakeholders; organize an annual national consultation conference as a
PREPARING ACTION PLAN

flagship event; setup National Advisory Committee (NAC) on SVEEP.

6. Develop a structured framework by which various divisions of ECI (ER. Media
& Communication, IT, SDR, Accessibility etc) are assigned tasks relating to
SVEEP strategy and they work in close coordination with the SVEEP division
towards achieving the objectives set out in the strategy.
7. Develop a framework of engagement (Model MoU) for SVEEP partnerships.
8. Institutionalise a robust framework for imparting continuous electoral and
democracy education in the country; introduce credit based courses at the
school and college level; setup chairs on electoral education in renowned
central and state universities; establish a centre for electoral education at the

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CHECKLIST - NATIONAL LEVEL

national level to run a flagship diploma course.

9. Introduce a regular series of sponsored programme on popular TV and radio
channels for enhancing electoral awareness; partner with suitable production
entities for producing such series.
10. Run specific SVEEP campaigns on TV during SSR, continuous updation and
election periods.
11. Develop a national SVEEP training framework; prepare SVEEP training modules
and a SVEEP training calendar for conducting cascaded training of SVEEP
functionaries/ agencies/ partners at all levels; conduct training for master
trainers from national to AC level; review training outcomes.
12. Develop a national SVEEP plan for the ensuing Lok Sabha Election 2024
in consultation with all stakeholders and in consonance with the SVEEP
strategy framework.
13. Develop a theme, logo and signature tune for every parliament election, every
NVD and every SSR to be used by all states.
14. Launch an FM radio (may be named FM Nirvachan) in all major languages
to be run through outsourcing; the channel may primarily carry popular
entertainment content as per the taste of various target groups identified by
the strategy document and delivering awareness content in between, in an
interesting/ exciting manner.
15. Develop an online SVEEP directory of messages, slogans, cartoons, songs,
videos, other creative content, and documentation of SVEEP campaigns,
success stories and case studies etc to facilitate sharing and mutual learning.
16. Monitor the penetration/ usage level of citizen-centric mobile apps.
17. Monitor social media footprint of states and rate all states.
18. Evaluate SVEEP action plans of states with reference to the strategy framework.
19. Develop a suitable mobile application (or a module in Garuda app) through IT
division to enable to and fro personalized communication between the BLO

PREPARING ACTION PLAN

and each Voter in his jurisdiction for facilitation, feedback, suggestions and
sharing of SVEEP messages.
20. Review the status of SVEEP partnerships at all levels as per the 5th key strategy.
21. Develop a SVEEP calendar, a minimum SVEEP package, a voter information
package for the guidance of all states/ districts/ ACs; periodically update the
same.
22. Formulate guidelines for using CSR resources in SVEEP.
23. Formulate guidelines for issuing paid advertisement on social media platforms,
as no DAVP rates exist for this type of outreach.
24. Issue guidelines on conduct of KAP survey and framing of questionnaire.

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25. Formulate policy guidelines for appointment of icons from state to booth level;
CHECKLIST - NATIONAL LEVEL

introduce a sunset clause (2 years) with a provision for annual extension at

the level of CEO.
26. Develop a chatbot and WhatsApp service on electoral registration and
participation to answer queries and assist citizens.
27. Make provision for marking PwD electors in all 21 disability categories as
per RPD Act 2016 against the current system of marking only in 4 categories
(visual, hearing, locomotor and others); enable self-checking of the PwD
marking status via SMS service, 1950 helpline and on NVSP and VHA; enable
PwD marking service and marking status on Garuda app.
28. ECI may enter into agreements with Ministry of Education, Ministry of Social
Justice and Empowerment and Registrar General of India for sharing data of
students, PwD beneficiaries and deceased persons.
29. Explore the possibility of getting projected census data at the booth level so
that various ratios could be worked out in respect of part-rolls too, which will
help in objectively rating the BLO performance.
30. Create suitable mechanism to capture the turnout data of all target groups
(through Booth app or otherwise) to plan and implement target interventions
more effectively.
31. Issue SOP for identification, consequential field work and documentation of
poll day individual non-voters by BLO and its utilization for cleaning up rolls,
designing SVEEP campaigns and reaching out to such non-voters before the
next election.
32. Assess the health of the electoral rolls of all constituencies on specific
parameters (EP ratio, Gender ratio, Age cohort ratios, PwD ratio, DSE, PSE,
Repeat EPICs, Aadhar linking, Mobile linking etc) through the ER and IT
divisions; rate the electoral rolls of every AC, district and state on a monthly
basis; generate SVEEP guidance for improving the ratings.
PREPARING ACTION PLAN

33. Develop prototypes of SVEEP messages/ creatives (covering the entire

spectrum of the IMF-EEE paradigm) to create awareness about changes
in the electoral law, online registration methods, self-checking of voter
details, linking Aadhar and mobile number with voter ID, filing advance
application by prospective electors, deletion of deceased and permanently
shifted electors, combating urban and youth apathy in registration and
motivating each target audience as per the 3rd key strategy to register as
voters. Share these prototypes with the states for local adaptation.
34. Monitor the efforts made by states regarding identifying and cataloging all
categories of non-voters (who generally remain outside the fold of electoral

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system due to their peculiar circumstances) particularly in the low registration
constituencies, mapping them to specific booths and mainstreaming them
into the electoral system.
35. Evaluate and rate every state on accessibility of electoral infrastructure and
processes, status of PwD marking and doorstep delivery of electoral services,
appointment of accessibility icons, accessibility partnerships and accessibility
training and sensitization.
36. Devise a mechanism to monitor the quantity and quality of ELC network (ELC
schools & ELC colleges, Chunav Pathshalas & VAFs) and ELC activities; rate all
states and districts on this parameter; develop a centralized calendar of ELC
activities; develop a mobile app for management, monitoring and grading of
ELCs; introduce awards to best performing ELCs in each of the 4 categories at
the NVD function at the national, state and district levels.
37. Standardize the formats and contents for SVEEP display at every PSL and VFC
during continuous-updation, SSR and election periods.

ECI
CHECKLIST - NATIONAL LEVEL

RESEARCH STUDIES/ PROJECTS

38. Commission a pilot study for identifying, understanding, cataloguing, enrolling,
and securing participation of non-voter communities (who live in peculiar
circumstances that hamper their registration and participation) in 2-3 states
of India.
39. Commission a pilot study on combating youth and urban apathy in registration
and participation in 2-3 metropolitan cities of India.
40. Commission a pilot study on the lowest turnout AC of 2-3 states to understand
the causes behind the low turnout and the effective remedies to turn around
such ACs.
41. Commission a pilot study in 2-3 ACs of India on the impact of out-migration on PREPARING ACTION PLAN
voter turnout in the home AC, barriers to voting in the host AC, the incidence
of double/ multiple enrollments amongst out-migrants and finding effective
remedies to these problems.
42. Commission a pilot study in 2-3 organizations in different metropolitan cities
to understand the incidence and reasons of availing paid holiday on poll day
but not voting and possible remedies to address this problem.

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CHECKLIST - STATE LEVEL CEO

GENERAL
CHECKLIST - STATE LEVEL

1. Mainstream ECI’s core themes (inclusive and accessible election, informed and
ethical election, leveraging technology for election and continuous electoral
and democracy education) in the entire organization; ensure that these
themes are deeply ingrained in the attitude and the day-to-day functioning of
the entire election machinery of the state.
2. Conduct workshops to create awareness in the whole organization about
SVEEP strategy framework including its vision, goal, objectives, voter-focus,
booth-focus, evidence-focus, IMF-EEE paradigm, six key strategies (Booth
level planning and action, addressing the low registration/ low turnout ACs,
targeted interventions, strengthening flagship programs like ELC/ SSR/ NVD,
Building partnerships and Designing effective SVEEP campaigns) and capacity
building through HR augmentation of training; ensure that the entire election
machinery of the state is fully committed to this framework.
3. Appoint suitable icons at the state, district, and AC level as per ECI guidelines to
motivate different segments of voters and involve them in all SVEEP campaigns.
4. Strengthen the SVEEP set up at the state, district and AC level by hiring domain
experts, engaging interns, and appointing nodal officers for SVEEP and social
media as per the HR framework given by ECI.
5. Hire professional agencies at the dtate level for designing and running SVEEP
campaigns and producing SVEEP creatives for print/ outdoor media and
electronic media and digital/ social media.
6. Constitute broad based SVEEP core committees at the state, district and AC
levels as per the guidelines of ECI and ensure their regular meetings; monitor
follow up action on recommendations.
PREPARING ACTION PLAN

7. Monitor the functioning of Voter Facilitation Centers (VFCs) of all the ACs in
the state regularly; ensure that every VFC is fully accessible and duly equipped
with all citizen-friendly amenities like drinking water station, well-furnished
waiting room, functional landline number, facilitation desk, information
signages, SVEEP messages, well-groomed and ISL trained staff and a citizen-
friendly work culture.
8. Enter into suitable SVEEP partnerships at the state level with specific govt,
non-govt and private entities (in the fields of public service, welfare, business,
culture, media, professions, technology, academics etc) and formalize them by
signing MoUs clearing laying down the role and responsibilities of both parties;

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involve these partners in formulation and roll out of SVEEP campaigns at the
CHECKLIST - STATE LEVEL

state level; review the output of district and AC level partnerships; ensure that
BAGs, RWAs and BLAs are active at the booth level; engage with recognized
political parties to ensure appointment of booth, AC, district and state level
agents and use them for increasing voter awareness and take their help during
SSR for improving the health of electoral rolls.
9. Implement the SVEEP training framework of the ECI in the state; designate
NLMTs/ SLMTs/ DLMTs/ ALMTs (SVEEP) and ensure their training and
retraining; conduct regular trainings and workshops for capacity building of all
DEOs/ EROs/ ROs/ BLOs/ BAGs/ BLAs/ RWAs as well as the state level ER/ SVEEP
machinery and partners.
10. Monitor the performance of every DEO/ ERO/ RO with reference to their
checklists and hold them fully accountable for carrying out the assigned tasks;
recognize and reward the best performing DEOs/ EROs/ AEROs/ BLOs during
NVD.
11. Obtain data from education department, social welfare department and
registrar of births and deaths; share data with DEOs; monitor progress in
collection of relevant forms by through BLOs using Garuda app.
12. Promote citizen-centric portals, mobile apps and social media handles of ECI/
CEO through SVEEP campaigns; ensure that BLOs explain their features and
benefits to the voters during H2H visits.
13. Utilise radio and TV channels at the state level; produce and disseminate
SVEEP content regularly for posting on these channels.
14. Set up a state level election museum and display all artefacts and documents
depicting the rich history of elections conducted by ECI in the state; conduct
museum tours of ELC members, partner agencies and citizens.
15. Develop SVEEP facilities like inhouse unipole for SVEEP hoardings, inhouse
studio for song/ video/ debate/ talk-show recording, inhouse 3-D movie theater

PREPARING ACTION PLAN

for playing SVEEP movies/ videos; make extensive use of these facilities for
wider voter awareness.
16. Prepare the state level SVEEP action plans for the SSR period, the continuous-
updation period and the election period, as the case may be; these plans
should be based on an objective situation analysis (including turnout during
last LS & VS election, findings of the last KAP Survey, catalogue of non-voter
communities, BLO reports on poll day non-voters, recent field surveys done in
the district and the findings of gap analysis carried out on the basis of Format
1-8); ensure that these plans are consistent with the strategy framework,
have clear evidence, booth and citizen focus, conform to IMF-EEE paradigm,

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comprehensively address the core themes, target groups, identified gaps
CHECKLIST - STATE LEVEL

and urban/ youth apathy and duly involve the ELCs and partners; share the
plans with ECI and implement with all vigour and passion; closely monitor the
execution of district and AC level plans by DEO/ ERO/ RO.
17. Ensure that the state level SVEEP campaigns inter alia include publicity through
print media advertisement, radio jingles on FM and AIR channels, train/ bus
wrapping, bus scrolls, utility bills, outdoor media at prominent locations in all
districts, digital and social media, announcements at train/ bus stations, SMS/
WhatsApp messages, government websites; the messages/ creatives used
must be appropriate to the needs/ gaps of the state as determined through
the objective situation analysis; frequently conduct phone-in programs, social
media live, press conferences and issue press notes.
18. Report the SVEEP activities carried out at state level by making data entry in
the MIS module of ECI SVEEP portal; learn from the SVEEP activities shared by
other states on the portal and replicate the relevant good practices; monitor
the SVEEP performance of every district/ AC using the CEO dashboard on the
portal.
19. Monitor the status of grievance redressal at NGRS portal on a weekly basis
for every District/ AC; insist on prompt redressal and randomly call some
complainants through 1950 call center to check their level of satisfaction with
the claimed redressal; ensure that the receipt of complaints on NGRS steadily
goes down (not up) in the state.
20. Check whether DEOs have created/ registered/ activated ELC in every senior
secondary school and every college/ university of the district, VAF in every
major govt/ private workplace and Chunav Pathshala in every booth; schedule
and monitor their activities; insist on 100% enrollment of eligible left out
voters in every ELC/ VAF/ CP; ensure collection of advance Form-6 from every
prospective (17+) voter through school level ELC; involve them in all SVEEP
PREPARING ACTION PLAN

campaigns through districts.

21. Celebrate the NVD at the state level with great fanfare; mobilize local community
and leading citizens of the area, felicitate first time voters and give awards to
best performing EROs/ ROs/ BLOs/ ELCs/ partners as per the ECI scheme; use
the occasion as a platform for imparting continuous electoral and democracy
education in the state; monitor NVD celebration at district/ AC/ booth level.
22. Maintain an inventory of the most visible outdoor sites in the state for outdoor
publicity hoardings for SVEEP during SSR and election periods.
23. Maintain verified official social media handles of CEO office; appoint a nodal
officer for social media; expand the social media footprint and engagement;

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follow the ECI handles and propagate all ECI social media posts; monitor social
CHECKLIST - STATE LEVEL

media performance of DEOs/ EROs; insist that all BLOs follow the official social
media handles and disseminate the content to the voters through WhatsApp/
Telegram groups; frequently put out bytes/ testimonials of citizens satisfied
with electoral services; use social media to counter youth/ urban apathy.
24. Develop innovative mobile apps for engaging with voters in a creative
interactive way to enhance their motivation to vote and overcome youth/ urban
apathy; develop apps for providing innovative solutions for better planning
and monitoring of voter registration and participation particularly in respect
of accessible elections and inclusion of target groups; develop and promote
e-learning apps for continuous electoral and democracy education.
25. Review and improve the CEO website, make it fully accessible and citizen-
friendly, add a landing page for providing ready access to the information/
services that citizens often visit the website.
26. Manage 1950 call center in a professional manner; constantly update and
upgrade the knowledge of call agents; log all complaints into NGRS; monitor
call statistics daily; enhance manpower during SSR and election periods.
27. For enhancing the voter turnout the CEO should focus on
a) purging every part-roll of the dead, shifted, untraceable and duplicate
electors,
b) reaching out to the non-voter communities,
c) motivating the individual non-voters of last election as documented by
BLO on poll day,
d) convincing the out-migrants over phone/ WhatsApp to come and vote on
poll day,
e) engaging with the urban youth and white-collar workers to overcome their
apathy,
f) carrying out mass mobilization campaigns in the low turnout ACs and

PREPARING ACTION PLAN

booths, and
g) roping in all employers to call out the employees who avail the paid holiday
but don’t actually vote, and putting out this arrangement in the media well
before the poll day

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ELECTORAL REGISTRATION
CHECKLIST - STATE LEVEL

28. Lead the organization in realizing the imperative of maintaining a truly

inclusive, updated, pure and error-free electoral roll in every district, AC and
booth; rate the electoral roll of every DEO/ ERO/ BLO and monitor their efforts
to improve their rating.
29. Monitor whether Chunav Pathshala and the Masik Matdata Baithak are regularly
conducted in all booths of the state as per schedule.
30. Review the health of the electoral roll of every district/ AC on a monthly basis
during the continuous updation period; ensure that any gender gap and/ or
youth gap (18-29 years) in the electoral roll (with reference to census data) is
rapidly eliminated through meticulous planning and execution by the DEO/ ERO;
ensure that all target groups (as per strategy document) are fully included by
undertaking the necessary field work; ensure that all social welfare institutions
and NGOs are roped in and their inmates/ beneficiaries are enrolled; try to
launch door-step services for PwD/ 80+ citizens.
31. Use the continuous-updation period for improving the functioning of VFCs/
CPs,/ ELCs, improving the delivery of electoral services, reducing receipt of
complaints on NGRS, improving the ramps and toilet facilities at PSLs and
imparting continuous electoral and democracy education to the community.
32. Meticulously plan the SSR operations; review the health of the electoral roll
of each district/ AC with reference to EP ratio, Gender Ratio, PwD ratio, Age
cohorts (particularly 18-19 &, 20-29 for 100% enrollment and 80+ for 100%
verification), DSE, PSE, turnout at the previous LS and VS election; prepare
Format 1-8 and identify/ analyse all gaps; prepare a strategy for addressing all
gaps through H2H visits of BLOs; ensure 100% marking of PwD voters and 100%
verification of 80+ voters in every SSR; prepare a SVEEP action plan and design
a SVEEP campaign for the SSR period for the state.
33. Insist that every ERO inspects every PSL before SSR; review PSLs of all ACs with
PREPARING ACTION PLAN

reference to the suitability of the building, number of existing booths at the

PSL, status of permanent ramps of prescribed quality, sufficiency of separate
male/ female/ accessible toilets, status of every other AMF, mobile/ data
connectivity (shadow area); ensure that all deficiencies are comprehensively
rectified the SSR.
34. Review every PS of every AC with reference to GIS tagging, 6 maps,
standardization of addresses and sections, family tagging, Aadhar linking,
mobile linking, e-EPIC downloads, BLO WhatsApp/ Telegram group with voters,
returned undelivered EPICs and get all gaps addressed by DEOs through the
BLO during SSR

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35. Be aware that the targeted 75% turnout cannot be achieved in the low turnout
CHECKLIST - STATE LEVEL

ACs/ booths unless their part-rolls are cleaned up by verifying all 80+ voters,
acting on DSE, PSE, duplicate/ multiple entries, repeat EPICs, ASD and poll day
non-voter lists of the previous election, identifying all dead and permanently
shifted electors through H2H visits and deleting all dead, shifted and duplicate
electors in a mission mode during the SSR period.
36. Verify whether the H2H visits for the SSR have been carefully planned by DEO/
ERO and a checklist prepared for the BLO to ensure that all aspects are enquired,
all relevant forms are collected (Form-6 from all prospective (17+) voters, newly
eligible voters and left out voters; Form 8 from all newly in-migrated and newly
arrived brides; Form-7 with respect to all dead, permanently-shifted voters)
and verification carried out by the BLO in the same visit through Garuda app;
BLO must verify every single entry of the part-roll during H2H visit in order to
truly purify the part-roll.
37. Use the SSR to identify non-voter communities in every district/ AC living
in nomadic, homeless, socially alienated (third gender, sex workers, forced
labour etc) or other peculiar situations which hamper their participation in the
electoral process; catalogue all such non-voter communities in every AC and
ensure their registration using Garuda app.

CEO
ELECTORAL PARTICIPATION
CHECKLIST - STATE LEVEL

38. Conduct the baseline and endline KAP survey before and after the election;
design the questionnaire carefully based on the situation analysis in order to
understand the reasons for gaps more objectively; design the SVEEP campaign
and create content in the light of the insights gained from KAP survey; use the
endline survey to assess the impact of the SVEEP campaign.
39. Design and roll out an attractive, informative and effective SVEEP campaign at

PREPARING ACTION PLAN

the state level based on the IMF-EEE paradigm, focused on evidence/ booths/
voters, carrying messages specifically aimed at the gaps and turnout profile of
the AC concerned apart from covering the core themes of inclusive, accessible,
ethical elections, EVM/ VVPAT and citizen-centric mobile apps/ portals/ 1950
helpline; involve all ELCs/ Icons/ partners; carry out extensive hands-on EVM
awareness; take green initiatives at PSLs; ensure that the state level SVEEP
campaigns inter alia include publicity through print media advertisement,
radio jingles on FM and AIR channels, train/ bus wrapping, bus scrolls, utility
bills, outdoor media at prominent locations in all districts, digital and social
media, announcements at train/ bus stations, SMS/ WhatsApp messages,

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government websites; the messages/ creatives used must be appropriate to
CHECKLIST - STATE LEVEL

the needs/ gaps of the state as determined through an objective situation

analysis.
40. Frequently conduct phone-in programs, social media live, press conferences
and issue press notes; do interesting media stories on different aspects of
election; provide e-Pledge facility on CEO website on the landing page with
e-Certificate of pledge which citizens can proudly share on social media or
frame and display at home.
41. Verify whether DEOs have ensured 100% AMF at every PSL, organized pink
booths, divyang booths and model booths in every AC to attract voters and
release advance media stories on these arrangements, ensured timely and
100% delivery of VIS, VAG and CEO’s voter appeal to every voter through BLOs,
arranged mass voter pledges and e-pledge, used sankalp patra to motivate
parents of schools students, ensured ease of voting and a memorable voting
experience, and redressed voter grievances promptly.
42. Check whether every RO has made special arrangements to reach out to all 11
target groups identified by this strategy document, all out-migrant electors,
all catalogued non-voter communities and all poll day non-voters of the last
election (as identified by every BLO) and motivated them by means of IMF-EEE
activities.
43. Achieve the voter turnout target of 75% in the state as envisaged in the
strategy document, which would critically depend on how pure are the part-
rolls; identify low turnout ACs / booths and carry out massive mass mobilization
campaign there in a mission mode.
44. Make the election truly accessible and festive in the state; create a buzz in social
and electronic media with pictures/ videos of voting-from-home conducted for
PwD/ 80+ voters, testimonials of happy PwD/ 80+ voters, PwD managed booths,
pink booths, centenarian voters’ felicitation at booth, use of braille in electoral
PREPARING ACTION PLAN

process, pick and drop facility, AMF, volunteers, wheelchairs, ISL interpreters,
selfie points etc; carefully plan well in advance for the smooth implementation
of AVPD/ AVSC postal ballot facility.
45. Issue instructions regarding identification of individual non-voters (who didn’t
turn up at booth nor voted through postal ballot) by BLO at the end of the poll,
conduct of field survey after the election (using the ASD list and Non-voter list
as the base documents) and ascertaining all deceased/ permanently-shifted
voters (to initiate their deletion proceedings using Garuda app) and enquiring
into the reasons for non-participation from those residing in the area but not
voting (to analyze, document and take remedial action for future elections)

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and submitting a comprehensive report to the ERO within one month after the
CHECKLIST -
STATE LEVEL

election; ensure that every ERO compiles all such reports and submits the AC
level report to DEO who then compiles and submits district level report to the
CEO with his analysis.

CHECKLIST - DISTRICT LEVEL DEO

GENERAL
CHECKLIST - DISTRICT LEVEL

1. Disseminate ECI’s core themes of ECI of inclusive and accessible election,

informed and ethical election, leveraging technology for election and
continuous electoral and democracy education amongst the EROs/ ROs and
the entire electoral machinery of the district; ensure that these themes are
deeply ingrained in the attitude and the day-to-day functioning of the entire
machinery.
2. Ground the SVEEP strategy framework including its vision, goal, objectives,
voter-focus, booth-focus, evidence-focus, IMF-EEE paradigm, six key
strategies (booth level planning and action, addressing the low registration/
low turnout ACs, targeted interventions, Strengthening flagship programs
like ELC/ SSR/ NVD, building partnerships and designing effective SVEEP
campaigns) and capacity building, HR augmentation of training; ensure that
the entire machinery is fully committed to this framework.
3. Tenaciously pursue the imperatives of maintaining a truly Inclusive, updated,
pure and error-free electoral roll for every AC of the district; ensure that the roll
of every booth also conforms to these imperatives.

PREPARING ACTION PLAN

4. Appoint/ review district and AC level icons with the approval of CEO; strengthen
the SVEEP set up at the District and AC level by hiring domain experts, engaging
interns, and appointing nodal officers for SVEEP and social media as per the HR
framework given by ECI; hire professional agency to assist in campaign design
and creatives.
5. Review the ER staffing at the district, AC and booth levels and ensure filling up
of all vacancies; ensure that only those who can use smart phone, mobile apps,
social media apps and web portals are deployed as BLO; issue a kit to every BLO
as per ECI guidelines.
6. Ensure constitution of broad based SVEEP core committees at the district

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and AC levels as per the guidelines of ECI and ensure their regular meetings;
CHECKLIST - DISTRICT LEVEL

implement recommendations and report to CEO.

7. Visit the voter facilitation centers of all the ACs of the district on a quarterly
basis; ensure that every VFC is fully accessible and duly equipped with all
citizen-friendly amenities like drinking water station, well-furnished waiting
room, functional landline number, facilitation desk, information signages,
SVEEP messages, well-groomed and ISL trained staff and a citizen-friendly
work culture.
8. Forge suitable SVEEP partnerships at the district level with specific govt, non-
govt and private (CSR) entities and formalize them by signing MoUs clearly
laying down the role and responsibilities of both parties; involve these partners
in formulation and roll out of SVEEP campaigns at the district level; review the
output of AC level partnerships; ensure that BAGs, RWAs and BLAs are active at
the booth level; follow up with recognized political parties for appointment of
Booth, AC and District level agents and use them for increasing voter awareness
and take help during SSR for improving the health of electoral rolls.
9. Diligently implement the SVEEP training framework of the ECI in the district;
designate DLMTs/ ALMTs (SVEEP) and ensure their training through ECI/ CEO;
conduct regular trainings and workshops for capacity building of all EROs/ ROs/
BLOs/ BAGs/ BLAs/ RWAs as well as the district level ER/ SVEEP officers and
partners by using SLMTs/ DLMTs/ ALMTs as resource persons.
10. Monitor the performance of every ERO/ RO with reference to the Checklist for
EROs/ ROs and hold them fully accountable; recognize and reward the best
performing EROs/ AEROs/ BLOs on NVD; rate the electoral roll of every ERO
and BLO and monitor their efforts to improve the rating; ensure that Chunav
Pathshala and the Masik Matdata Baithak are regularly conducted in all booths
of the district as per schedule.
11. Segregate AC wise the data received from education department, social
PREPARING ACTION PLAN

welfare department and registrar of births and deaths and ensure collection of
relevant forms through BLOs using Garuda app.
12. Promote citizen-centric portals, mobile apps and social media handles of ECI/
CEO; ensure that BLOs explain their features and benefits to the voters during
H2H visits.
13. Prepare a SVEEP action plan for the district as a whole (to be implemented
at by DEO) and specifically for every AC (to be implemented by ERO) for the
SSR period, the continuous-updation period and the election period, as the
case may be; these plans should be based on an objective situation analysis
of the AC (including turnout during last LS & VS election, findings of the last

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KAP survey, catalogue of non-voter communities, BLO reports on poll day non-
CHECKLIST - DISTRICT LEVEL

voters, recent field surveys done in the district and the findings of gap analysis
carried out at the district and AC level on the basis of Format 1-8); ensure that
these plans are consistent with the strategy framework, have clear evidence,
booth and citizen focus, conform to IMF-EEE paradigm, comprehensively
address the core themes, the target groups, identified gaps and urban/ youth
apathy and duly involve all ELCs and partners; get the plans approved by CEO
and implement it with all vigour and passion; closely monitor the execution of
AC level plans by ERO/ RO.
14. Ensure that the district and AC level SVEEP campaigns particularly include on
door-to-door visits, SVEEP display at every PSL, selfie points at all crowded
locations, mass mobilization events, activities, and contests, munadi, vehicle
wrapping and mobile canopies to give mobility and visibility to the campaign,
special camps for registration, local vernacular media, folk media, nukkad
nataks, outdoor media, interaction of DEO/ ERO/ RO with the print and electronic
media and extensive use of community radio; the messages/ creatives used
in each AC must be appropriate to the needs/ gaps of that specific AC as
determined.
15. Report the SVEEP activities carried out at the district level by making data
entry in the MIS module of ECI SVEEP portal; learn from the SVEEP activities
shared by other districts/ states on the portal and replicate the relevant
good practices; monitor the SVEEP performance of every AC using the DEO
dashboard on the portal.
16. Monitor the status of grievance redressal at NGRS portal on a weekly basis for
every AC; ensure prompt redressal and randomly call some complainants to
check their level of satisfaction with the claimed redressal; ensure that the
receipt of complaints on NGRS steadily goes down (not up) in each AC.
17. Ensure that ELC is created/ registered/ activated in every senior secondary
school and every college/ university of the district; VAF be established in every
major govt/ private workplace and Chunav Pathshala in every booth; schedule PREPARING ACTION PLAN
and monitor their activities; ensure 100% enrollment of eligible left out voters in
every ELC/ VAF/ CP; ensure collection of advance Form-6 from every prospective
(17+) voter through school level ELC; involve them in all SVEEP campaigns.
18. Celebrate the NVD at the district and AC level with great fanfare; mobilize local
community and leading citizens of the area, felicitate first time voters and give
awards to best performing EROs/ ROs/ BLOs/ ELCs/ partners; use the occasion
as a platform for imparting continuous electoral and democracy education to
the local community.

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19. Maintain an inventory of the most visible outdoor sites in the district for outdoor
CHECKLIST - DISTRICT LEVEL

publicity hoardings for SVEEP and share it with the CEO.

20. Maintain verified official social media handles of the district; appoint a nodal
officer for social media; follow ECI/ CEO handles and share all content with
EROs/ BLOs; ensure that BLOs follow the official social media handles and
disseminate the content to the voters through WhatsApp/ Telegram groups;
frequently put out bytes/ testimonials of citizens satisfied with electoral
services; use social media to counter youth/ urban apathy.
21. Review and improve the DEO website, make it accessible and citizen-friendly,
add a landing page for providing ready access to the information or services
that a voter often looks for.
22. Utilize the SVEEP fund and submit the utilization certificate in a timely manner;
adhere to ECI guidelines on the use of SVEEP fund; make adequate provision in
the state budget for SVEEP activities at the district, AC and booth levels.

DEO
ELECTORAL REGISTRATION
CHECKLIST - DISTRICT LEVEL

23. Review the health of the electoral roll of every AC on a monthly basis during
the continuous updation period; ensure that any gender gap and/ or youth gap
(18-29 years) in the electoral roll of every AC (with reference to census data)
is rapidly eliminated through meticulous planning and execution; ensure that
all target groups (as per strategy document) are fully included in every AC by
undertaking the necessary field work; ensure all social welfare institutions and
NGOs are roped in and their inmates/ beneficiaries are enrolled; try to launch
door-step services for PwD/ 80+ citizens; ensure 100% marking of PwD voters.
24. Meticulously plan the SSR operations; review the health of the electoral roll
of each AC with reference to EP ratio, gender ratio, PwD ratio, age cohorts
(particularly 18-19 &, 20-29 for enrollment and 80+ for verification), DSE, PSE,
PREPARING ACTION PLAN

turnout at the previous LS and VS election; prepare Format 1-8, identify and
analyse all gaps; prepare a strategy for addressing all gaps through H2H visits
of BLOs; arrange public reading out of the draft roll at a fixed time at the booth
on the day of publication; prepare a SVEEP action plan and SVEEP campaign
for the SSR period for every AC as stated above.
25. Ensure that every ERO inspects every PSL before SSR; review PSLs of all ACs with
reference to the suitability of the building, number of existing booths at the
PSL, status of permanent ramps of prescribed quality, sufficiency of separate
male/ female/ accessible toilets, status of every other AMF, mobile/ data
connectivity (shadow area); ensure that all deficiencies are comprehensively

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addressed in the AC level SVEEP plan for the SSR.
CHECKLIST - DISTRICT LEVEL

26. Review every PS of every AC with reference to GIS tagging, 6 maps,

standardization of addresses and sections, family tagging, Aadhar linking,
mobile linking, e-EPIC downloads, BLO WhatsApp/ telegram group with voters,
returned undelivered EPICs and address all gaps during SSR using Garuda app.
27. Do remember that the targeted 75% turnout cannot be achieved in the low
turnout ACs/ booths unless their part-rolls are cleaned up by verifying all 80+
voters, acting on DSE, PSE, duplicate/ multiple entries, Repeat EPICs, ASD
and poll day non-voter lists of the previous election, identifying all dead and
permanently shifted electors through H2H visits and deleting all dead, shifted
and duplicate electors in a mission mode during the SSR period.
28. Plan the H2H visits carefully for the SSR and prepare a checklist for H2H visits
of the BLO so that all aspects are enquired, all relevant forms are collected
(Form-6 from all prospective (17+) voters, newly eligible voters and left out
voters; Form 8 from all newly in-migrated and newly arrived brides; Form-7 with
respect to all dead, permanently-shifted voters) and verification be carried out
by the BLO in the same visit through Garuda app; BLO must be asked to verify
every single entry of the part-roll during H2H visit in order to truly purify the
part-roll.
29. Use the continuous-updation period for improving the functioning of VFCs/
CPs,/ ELCs/ VAFs, improving the delivery of electoral services, reducing receipt
of complaints on NGRS, improving the ramps and toilet facilities at PSLs and
imparting continuous electoral and democracy education to the community.
30. Use the SSR to identify non-voter communities in every AC living in nomadic,
homeless, socially alienated (third gender, sex workers, forced labour etc) or
other peculiar situations which hamper their participation in the electoral
process; catalogue all such non-voter communities in every AC and ensure
their registration using Garuda app.

ELECTORAL PARTICIPATION PREPARING ACTION PLAN

DEO
CHECKLIST - DISTRICT LEVEL

31. Design and roll out an innovative, attractive, informative and effective SVEEP
campaign at the district level and in every AC based on the IMF-EEE paradigm,
focused on evidence/ booths/ voters, carrying messages specifically aimed at
the gaps and turnout profile of the AC concerned apart from covering the core
themes of inclusive, accessible, ethical elections, EVM/ VVPAT and citizen-
centric mobile apps/ portals/ 1950 helpline; involve all ELCs/ Icons/ partners;
carry out extensive hands-on EVM awareness; take green initiatives at PSLs;
use social media, outdoor media, mass media, folk media, SVEEP display at

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PSL and BLO WhatsApp/ Telegram groups extensively to inform and motivate
CHECKLIST - DISTRICT LEVEL

voters.
32. Ensure 100% AMF at every PSL; organize pink booths, divyang booths and
model booths in every AC to attract voters and release advance media stories
on these arrangements; ensure timely and 100% delivery of VIS, VAG and CEO’s
voter appeal to every voter through BLOs; arrange mass voter pledges and
e-pledge; use sankalp patra to motivate parents of schools students; ensure
ease of voting and a memorable voting experience; redress voter grievances
promptly; do regular media briefing and put out interesting media stories.
33. Ensure that every RO makes special arrangements to reach out to all 11
target groups identified by this strategy document, all out-migrant electors,
all catalogued non-voter communities and all poll day non-voters of the last
election (as identified by every BLO) and motivates them to vote by means of
IMF-EEE activities.
34. Achieve the voter turnout target of 75% in every AC as envisaged in the strategy
document; identify low turnout ACs / booths and carry out massive mass
mobilization campaign there in a mission mode.
35. Carefully plan activities to make the election truly accessible and festive in all
ACs; create a buzz in social and local media with pictures/ videos of voting from
home conducted for PwD/ 80+ voters, testimonials of happy PwD/ 80+ voters,
PwD managed booths, pink booths, centenarian voters’ felicitation at booth,
use of ISL and Braille in electoral process, pick and drop facility, AMF at booths,
volunteers, wheelchairs, ISL interpreters, selfie points etc; carefully plan well
in advance for the smooth implementation of AVPD/ AVSC postal ballot.
36. Ensure that every BLO convenes a special meeting of Chunav Pathshala and
through collective conversation identifies the reasons of non-voting and
addresses the same.
37. Ensure that every BLO prepares a list of individual non-voters (who didn’t
turn up at booth nor voted through postal ballot) at the end of the poll, does
PREPARING ACTION PLAN

a field survey after the election (using the ASD list and Non-voter list as the
base documents) and ascertains all deceased/ permanently-shifted voters (to
initiate their deletion proceedings using Garuda app) and to enquire into the
reasons for non-participation from those residing in the area but not voting (to
analyze, document and take remedial action for future elections) and submit a
comprehensive report to the ERO within one month after the election; ensure
that every ERO compiles all such reports and submits the AC level report to
DEO; compile and submit these reports to CEO.

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CHECKLIST - CONSTITUENCY LEVEL ERO/

RO

GENERAL
CHECKLIST - CONSTITUENCY LEVEL

1. Propagate ECI’s core themes of inclusive and accessible election, informed and
ethical election, leveraging technology for election and continuous electoral
and democracy education amongst the entire electoral machinery working
under ERO; ensure that these ideals do animate the attitude and the day-to-
day functioning of every official.
2. Internalize the SVEEP strategy framework including its vision, goal,
objectives, voter-focus, booth-focus, evidence-focus, IMF-EEE paradigm, Six
key strategies and Capacity augmentation; ensure that the entire machinery is
aware of and driven by this framework.
3. Be fully committed to the imperatives of maintaining a truly inclusive, updated,
pure and error-free electoral roll at the AC level; ensure that the roll of every
booth also conforms to these imperatives.
4. Review the ER and SVEEP staffing at the constituency and ensure filling up of
all vacancies; strengthen the SVEEP set up by hiring an expert and appointing
a nodal officer with the approval of DEO.
5. Appoint an AC level icon with the approval of DEO/ CEO if a suitable apolitical
local celebrity is available.
6. Review the BLO deployment to ensure that polling booth assigned to a BLO is
close to either him/ her home or his/ her place of work. Fill up all vacancies
and; ensure that only those who can use smart phone, mobile apps, social
media apps and web portals are deployed as BLO.
7. Ensure constitution of a broad based SVEEP committee as per the guidelines
of ECI and ensure its regular meetings; take follow up action on its
recommendations in consultation with the DEO.

PREPARING ACTION PLAN

8. Ensure that the Voter Facilitation Centre of the AC is fully accessible, equipped
with all citizen-friendly amenities like drinking water station, well-furnished
waiting room, functional landline number, facilitation desk, information
signages, SVEEP messages, and well-groomed, ISL trained and helpful staff
and citizen-friendly work culture.
9. Maintain verified official social media handles of the AC; appoint a nodal officer
for social media; follow ECI/ CEO/ DEO handles and share all content with BLOs;
ensure that BLOs follow the official social media handles and disseminate the
content to the voters through WhatsApp/ Telegram groups; frequently put
out bytes/ testimonials of citizens satisfied with electoral services; use social

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media to counter youth/ urban apathy.
CHECKLIST - CONSTITUENCY LEVEL

10. Maintain an inventory of the most visible outdoor sites in the AC for outdoor
publicity hoardings for SVEEP and share it with the DEO/ CEO.
11. Develop SVEEP partnerships with specific govt, non-govt and private entities
and formalize them by signing MoUs clearing laying down the role and
responsibilities of both parties; involve these partners in SVEEP campaigns at
the AC level.
12. Activate the BAGs/ RWAs at the booth level and involve them in all booth level
SVEEP activities; follow up with all recognized political parties to ensure
appointment of BLAs and AC level agents and use them in SVEEP activities.
13. Diligently implement the SVEEP training framework of the ECI; designate ALMTs
(SVEEP) and ensure their training through DEO; conduct regular trainings and
workshops for capacity building of all BLOs/ BAGs/ BLAs/ RWAs as well as the
AC level ER/ SVEEP officials and partners by using DLMTs/ ALMTs as resource
persons; invite the DEO to inaugurate the training/ workshop.
14. Monitor the performance of every BLO with reference to the checklist for BLOs
and hold them accountable; motivate BLOs by explaining the importance of
their work in electoral registration, participation and management; rate the
electoral roll of every BLO and monitor their efforts to improve the rating;
ensure that they regularly conduct the Chunav Pathshala and the Masik
Matdata Baithak as per schedule; recognize and reward the best performing
BLOs on a monthly basis and during NVD.
15. Prepare specific SVEEP action plans for the AC for every SSR period, continuous-
updation period and election period; use findings of KAP survey, catalogue of
non-voter communities, BLO reports on poll day non-voters, any field surveys
done in the AC and gap analysis based on Format 1-8 of the AC electoral roll
in the planning exercise; ensure that the plan is consistent with the strategy
framework, has clear evidence, booth and citizen focus, conforms to IMF-
PREPARING ACTION PLAN

EEE paradigm, addresses all core themes, target groups, identified gaps and
urban/ youth apathy, leverages all ELCs and partnerships and relies heavily
on personal contact, mass mobilization, special camps for registration, local
vernacular media, folk media and community radio; get the plan approved by
DEO and implement it with all vigour and passion.
16. Report the SVEEP activities carried out at the booth and AC levels by making
data entry in the SVEEP MIS module; learn from the SVEEP activities shared by
others on the SVEEP portal and replicate the relevant good practices.
17. Monitor the status of grievance redressal at NGRS portal, ensure prompt
redressal and randomly call some complainants to check their level of

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satisfaction; ensure that the receipt of complaints on NGRS steadily goes down
CHECKLIST - CONSTITUENCY LEVEL

in the constituency.
18. Ensure that ELC is created/ registered/ activated in every senior secondary
school and every college/ university, VAF in every major govt/ private workplace
and Chunav Pathshala in every booth of the AC; plan and monitor their activities;
ensure 100% enrollment of eligible voters in every ELC/ VAF/ CP; involve them
in all SVEEP activities.
19. Celebrate the NVD at AC level with great fanfare; mobilize local community
and leading citizens of the area, felicitate first time voters, give awards to best
performing BLOs, ELCs and partners and use the occasion as a platform for
imparting continuous electoral and democracy education to the local community.

ELECTORAL REGISTRATION

ERO/ RO
CHECKLIST - CONSTITUENCY LEVEL

20. Use the period of continuous updation for imparting continuous electoral and
democracy education in the AC.
21. Ensure that there is no gender gap or youth gap (18-29 years) in registration;
ensure all target groups (as per key strategy 3 of the strategy framework)
are fully included by doing the necessary field work; ensure all social welfare
institutions and NGOs are roped in and their inmates/ beneficiaries are
included; try to launch door-step services for PwD/ 80+ citizens in the AC;
ensure 100% marking of PwD voters.
22. Take prompt action on the data received from education department, social
welfare department and registrar of births and deaths; verify all cases and
collect relevant forms through BLOs, using Garuda app.
23. Before every SSR review the health of the electoral roll of the AC with reference
to EP ratio, gender ratio, PwD ratio, age cohorts (18-19 years, 20-29 years and
80+ years), DSE, PSE, turnout at the previous LS and VS election; prepare

PREPARING ACTION PLAN

format 1-8, identify and analyse all gaps; prepare a strategy for the BLOs for
addressing all gaps through H2H visits; prepare a SVEEP action plan for the
SSR period as stated above.
24. Review every PS of the AC with reference to GIS tagging, 6 maps, standardization
of addresses and sections, family tagging, Aadhar linking, mobile linking, e-EPIC
downloads, WhatsApp/ telegram group with voters, returned undelivered EPICs
and address all gaps through the BLO during SSR.
25. Visit every PSL before SSR and conduct a review with reference to the suitability
of the building, number of existing booths at the PSL, status of permanent
ramps of prescribed quality, sufficiency of separate male/ female/ accessible

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toilets, status of every other AMF; verify the mobile/ data connectivity at PSL;
CHECKLIST - CONSTITUENCY LEVEL

address all deficiencies for every PSL.

26. Plan the H2H visits carefully for the SSR and prepare a checklist for the BLO
so that all aspects are enquired, all relevant forms are collected (Form-6 from
all prospective (17+) voters, newly eligible voters and left out voters; Form 8
from all newly arrived migrants and brides; Form-7 with respect to all dead and
permanently shifted voters) and verification carried out by the BLO in the same
visit by using Garuda app.
27. Do ensure that every BLO verifies every single entry of the part-roll during SSR
and collects Form-7 for those who are found untraceable during enquiry at the
given address.
28. Plan and meticulously organize special enrollment camps during SSR at every
booth where BLOs must assist citizens using Garuda app.
29. Promote citizen-centric portals, mobile apps and social media handles of ECI/
CEO; BLOs be asked to explain their benefits to voters during H2H visits and
special camps.
30. Identify and catalogue all non-voter communities in the AC who are unable to
enroll as voters due to their peculiar circumstances (like nomads, homeless,
forced labour, ex workers, third gender etc) and ensure their enrollment and
participation.
31. Identify and compile booth wise list of out-migrants and verify if they have
subsequently been enrolled in the host constituency; if so, initiate deletion as
per rules.

ERO/ RO
ELECTORAL PARTICIPATION
CHECKLIST - CONSTITUENCY LEVEL

32. Remember that voter turnout target of 75% envisaged in the strategy
document cannot be achieved in the low turnout ACs unless the roll is cleaned
PREPARING ACTION PLAN

up comprehensively by verifying all 80+ voters, acting on DSE, PSE, Repeat

EPICs, ASD, and poll day non-voter lists, identifying all dead and permanently
shifted electors through H2H visits and deleting all dead, permanently shifted
and duplicate electors in a mission mode during every SSR period.
33. Ensure that the BLO identifies and contacts all out-migrant electors of his
booth and motivates them to come to visit the AC and vote on the poll day.
34. Verify the status of end-to-end ramps of prescribed specification, separate
male, female and accessible toilets and other AMF at the polling station.
35. Celebrate the spirit and jubilation of accessible election by creating a buzz
on social and local media with pictures of voting from home for PwD/ 80+

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voters, PwD managed booths, pink booths, centenarian voters’ felicitation at

ERO/ RO
CHECKLIST - CONSTITUENCY LEVEL

booth, use of ISL and Braille in electoral process, pick and drop facility, AMF,
volunteers, wheelchairs, ISL interpreters, selfie points etc; carefully plan well
in advance for the smooth implementation of AVPD/ AVSC postal ballot facility
as per the SOP laid down by ECI.
36. Create awareness through CP/ MMB meetings, social media and WhatsApp/
Telegram groups of BLOs about KYC app, cVigil app, MCC and EEM in the local
community to strengthen the spirit of informed and ethical election.
37. Involve the BAG, BLAs and RWAs in booth level voter awareness campaign for
increasing voter turnout and share all relevant SVEEP content with them for
dissemination through personal contact and group meetings.
38. Monitor distribution and return collection of Sankalp-patra through the school
authorities to motivate parents to participate.
39. Reach out to the non-voter communities, the individual non-voters of last
election and the out-migrants (over phone/ email) and motivate them to
participate; follow it up till the poll day through BLOs/ BAG, BLAs and RWAs.
40. Verify distribution of VIS and VAG to all registered voters and submission of
ASD list.
41. Plan the help desk at every booth on the poll day to assist voters using the
alphabetical roll / Booth app and document individual non-voters who don’t
turn up to vote.
42. Ensure that every BLO submits his report on poll day non-voters after doing the
necessary field work for identifying/ deleting the dead and shifted electors (if
any) and ascertaining reasons for non-voting of those residing but not turning
up to vote; compile the report for the whole AC and submit to the DEO with
due analysis; plan and monitor follow up action for deletion of dead/ shifted/
untraceable electors and for motivation of the resident non-voting electors.

PREPARING ACTION PLAN

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CHECKLIST - BOOTH LEVEL BLO

GENERAL
CHECKLIST - BOOTH LEVEL

1. Internalize the core themes of ECI viz. inclusive and accessible election,
informed and ethical election, leveraging technology for election and
continuous electoral and democracy education.
2. Acquire a clear understanding about the SVEEP strategy framework including
its vision, goal, objectives, voter-focus, booth-focus, evidence-focus, IMF-EEE
paradigm, Six key strategies and capacity augmentation.
3. Be fully committed to the imperatives of maintaining an inclusive, updated,
pure and error-free electoral roll at the booth level and ensure that his own
part-roll conforms to these imperatives.
4. Acquire mastery over use of Garuda app, all citizen-centric apps, and all official
social media handles of ECI/ CEO/ DEO/ ERO.
5. Activate Chunav pathshala (CP), regularly conduct its meetings as per the
schedule given by ERO and use it as a platform to impart continuous electoral
and democracy education to the local community.
6. Conduct the Maasik Matdata Baithak (MMB) as per the schedule given by ERO
and use this platform for assisting, facilitating and empowering the citizens so
that complaints on NGRS portal decrease over time and eventually disappear.
7. Carry out the GIS mapping of polling station location, polling station boundary,
AMF, EMF and household locations using Garuda app and upload good quality
images of the PS as per ECI specifications.
8. Standardize all household addresses and sections and assist in the
rationalization of booths.
9. Prepare a booth level SVEEP plan for every SSR period, Continuous-updation
period and Election period, get it approved by the ERO and implement it in
PREPARING ACTION PLAN

collaboration with Booth Awareness Group (BAG)/ Booth Level Agents (BLA) of
political parties and Resident Welfare Associations (RWA).
10. Ensure active participation of BAG, BLAs and RWAs in creating voter awareness
through personal contact and group meetings during SSR and election period
for ensuring 100% registration and turnout respectively.
11. Form WhatsApp/ Telegram groups with all voters of the booth, share all SVEEP
content as received from CEO/ DEO/ ERO or through social media and remind
them regularly to contact him for any electoral assistance.
12. Ensure that all voters have downloaded the VHA, PwD, KYC, cVigil, VTO and
other citizen-centric apps; explain their features and benefits to voters during
H2H visits.

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BLO
13. Ensure that all voters know about NVSP and NGRS portals, ECI/ CEO websites,
CHECKLIST - BOOTH LEVEL

ECI/ CEO Social media handles and 1950 helpline number.

14. Ensure that all voters know that BLO can assist them in filing online applications
using Garuda app.
15. Ensure that all voters know about and follow the social media handles of ECI/
CEO office.
16. Ensure that all residents know about the new electoral reforms including
Aadhar linking services, changes in electoral forms, 4 qualifying dates, advance
application facility for the 17year+ prospective voters and the registration
eligibility for the spouse of a service voter.
17. Maintain BLO register as per ECI instructions, regularly update it and take
follow up action for collection of relevant forms using Garuda app.
18. Post poll, convene a special meeting of Chunav Pathshala to identify the
reasons for non voting and address the issues to ensure their participation in
future elections.
19. Maintain lists of the non-voter communities, the non-voter individuals who
didn’t vote in the last election and the out-migrant voters; make sustained
efforts to secure their participation in the next election.
20. Organize the NVD function at the booth level in collaboration with BAG, BLAs
and RWAs on 25th January, hand over EPICs to the first-time voters and felicitate
them; also use the NVD as a platform for imparting continuous electoral and
democracy education specially amongst the youth to combat youth apathy.

BLO
ELECTORAL REGISTRATION
CHECKLIST - BOOTH LEVEL

21. Carry out the routine work of field verification of applicants, DSE cases and PSE
cases diligently and promptly.
22. Ensure that all voters have linked their mobile number and Aadhar number

PREPARING ACTION PLAN

with their EPIC, reach out to those who haven’t done so and assist them using
Garuda app.
23. Ensure no eligible citizen is missing from the electoral roll, reach out to all
prospective (17+) voters, all missing eligible persons (particularly look for
newly eligible youngsters, newly arrived migrants, newly married women, and
occupants of newly constructed buildings) and assist them in registration
using Garuda app.
24. Ensure no dead or permanently shifted voter exists in the electoral roll, verify all
ASD cases and all non-voters of last poll to ascertain the dead or permanently
shifted voters if any; initiate deletion proceedings in respect of all deceased
and permanently shifted voters using Garuda app.

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BLO
25. Ensure that all PwD voters are marked in the roll, assist all unmarked PwD
CHECKLIST - BOOTH LEVEL

voters using Garuda app.

26. Ensure there is no repeat/ multiple entry in the roll, reach out to such voters
and assist them in filing Form-7 using Garuda app to delete their extra entries.
27. Ensure all members of the family are listed together in the electoral roll and are
assigned the same polling station; take necessary action for family tagging in
all cases of family splitting.
28. Carefully go through every entry in the electoral roll and note down (in the
BLO register) all deficiencies of each entry with respect to voter details,
photograph, family tagging, repeat entries, death, shifting, mobile linking
status and Aadhar linking status etc.
29. Visit every household during the SSR period, discuss all existing entries
of that family in the roll and obtain relevant applications using Garuda app
for necessary correction/ updation/ Aadhar or mobile number linking/ PwD-
marking as required; identify all newly eligible, newly arrived, newly married
and prospective voters of the family and obtain their applications using Garuda
app; identify all deceased and permanently shifted voters of that family and
obtain Form-7 for their deletion using Garuda ap; ensure that every single
entry of the part-roll is verified during SSR.
30. Conduct a thorough survey during SSR throughout the entire geographical
area of the booth to identify non-voters living in nomadic, homeless, socially
alienated (third-gender, sex-workers, forced labour etc) or other peculiar
situations which hamper their participation in the electoral process; ensure
their registration using Garuda app and ensure their participation in the next
election by taking all necessary steps and document such success stories for
publication by ECI.
31. Organize special registration camps during SSR in a planned and diligent
manner involving the BAG, BLAs and RWAs; conduct local munadi, well in
PREPARING ACTION PLAN

advance regarding date/ time of the camp and documents to be brought; use
Garuda app to assist citizens at such camps.

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BLO
ELECTORAL PARTICIPATION
CHECKLIST - BOOTH LEVEL

32. Verify the status of end-to-end ramps of prescribed specification, separate

male, female and accessible toilets and other AMF at the polling station; report
and coordinate removal of any deficiencies.
33. Create awareness about AMF through CP/ MMB meetings and through WhatsApp/
Telegram groups.
34. Visit the homes of all PwD and 80+ voters to inform them in writing about the
Absentee Voter Postal Ballot (AVPB) facility (immediately after announcement
of election schedule by ECI) providing details of the AVPB registration process,
copy of Form-12D, timelines for registration, mobile polling process and about
the non-eligibility of AVPB registered voters for voting at the polling station on
poll day; collect duly filled in Form-12D in subsequent visit.
35. Create awareness about the free Pick and Drop (P&D) facility for the PwD and
80+ voters.
36. Involve the BAG, BLAs and RWAs in booth level voter awareness campaign for
increasing voter turnout and share all relevant SVEEP content with them for
dissemination through personal contact and group meetings.
37. Create awareness about KYC app, cVigil app, MCC and EEM in the local community
to reinforce the spirit of informed and ethical election.
38. Coordinate distribution and return collection of sankalp-patra with the school
authorities.
39. Create awareness about AMF and the attractive features of the polling station
(model, pink, divyang etc.), if any, to heighten the interest of the local community.
40. Reach out to the non-voter communities, the individual non-voters of last
election and the out-migrants (over phone/ email) and motivate them to
participate and follow it up till the poll day; involve BAG, BLAs and RWAs too in
this exercise.
41. Distribute the VIS and VAG to all registered voters and administer the voter

PREPARING ACTION PLAN

pledge to them; prepare ASD list.
42. Operate the help desk at the polling station on poll day, assist the voters using
the alphabetical roll / booth app.
43. Prepare a list of individual non-voters (who didn’t turn up at PS nor voted
through postal ballot) at the end of the poll, do a field survey after the election
(using the ASD list and non-voter list as the base documents) to ascertain any
deceased/ permanently shifted voters (to initiate their deletion proceedings
using Garuda app) and to enquire into the reasons for non-participation in case
of those residing there (to analyze, document and address the same before the
next election) and submit a comprehensive report to the ERO within one month
after the election.

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5.3 Implementing Action Plans

It is suggested that annual plans and specific plans (for SSR period, continuous
updation period and Election period) submitted by CEOs on SVEEP Portal should be
examined by ECI and revised with CEOs for further refinement as necessary. CEO shall
ensure that actual SVEEP action on ground conforms to the action plan except where
deviation is considered necessary in the interest of SVEEP objectives. All SVEEP activities
actually implemented should be reported to ECI through MIS module of SVEEP portal.
PREPARING ACTION PLAN

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 06 CAPACITY
BUILDING &
INSTITUTIONAL
STRENGTHENING
 Development of Training Modules
 SVEEP HR Structure
National Level
State Level
District Level
Constituency Level
Booth Level

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C
apacity-building is the process of developing an organization’s strength and
sustainability. More than just important, it is essential for the health and longevity
of the organization. Capacity-building enables an organization to focus on its
mission and vision, and not just on its survival.
At the individual level, capacity building refers to the process of changing attitudes
and behaviours, imparting knowledge and developing skills while maximizing the
benefits of participation, knowledge exchange and ownership.
At the institutional level, it focuses on the overall organizational performance and
CAPACITY BUILDING & INSTITUTIONAL STRENGTHENING

functioning capabilities, as well as the ability of an organization to adapt to change.

At the systemic level, it emphasizes the overall policy framework in which
individuals and organizations operate and interact with the external environment
to forge partnerships and create social value.

Individual
Skills
(Tools)

Organisational
Staff
(Infrastructure)

Systemic
Structures, systems
and roles

Currently capacity building is the weakest element in the SVEEP planning and
delivery system in terms of institutional capacity as well as training. Therefore, there
is an immediate need to address both these aspects. Institutional capacity needs to be
developed at all levels in the electoral chain from ECI to BLO. For this purpose, qualified
experts need to be provided in the areas of research and analysis, SVEEP planning,
content design, campaign design, use of digital and social media, mass mobilization
and development of partnerships. It is very important from the institutional capacity
point of view that due flexibility and autonomy are granted for local creativity to flourish.

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6.1 Review of Previous Training and Capacity Building

Efforts
In the past, there has been some training and orientation component for field staff
on SVEEP but there was no structured capacity building and training plan. Review
meetings with SVEEP core committee, and various consultations with CEOs and SNOs
have highlighted this aspect as an area of concern that needs to be addressed.
While IIIDEM also conducts domestic training for election management officers,
perhaps there is a gap in taking up these structured SVEEP specific capacity building
programmes. These are, however, only focused on ‘technical’ training for the election
machinery about the conduct of polls. It is not specifically on strategic planning
and communication designing, developing campaigns, social media use, monitoring
and evaluation of SVEEP.
SVEEP Division has created a SVEEP module which is a compilation of instructions,
circulars and guidelines that have been issued from time to time over the years. However,
this may not cater to the requirements of planning and implementing SVEEP.
A SVEEP manual needs to be prepared to provide the conceptual framework, the

CAPACITY BUILDING & INSTITUTIONAL STRENGTHENING

institutional framework, the vision and objectives of ECI and operational guidelines for
SVEEP planning and implementation.
COVID-19 has thrown up new challenges not only for the conduct of elections but
also for training and capacity building. New ways of learning and teaching (online,
remote, work from home, accessing content on mobile devices etc.) have been evolving
because of the implications of movement restrictions, social distancing and online
contact.
Appropriate training modules for different levels need to be developed along with
materials such as power-point presentations and video clippings for frequent viewing
and refreshing. A training calendar is required to be chalked out on the lines of the
Election Calendar.

6.2 Training & Capacity Building Strategy for SVEEP

National SVEEP strategy lays utmost emphasis on training and capacity building for
smooth transition to the new SVEEP strategic framework from national to block level.
The emphasis of the training should be to explain concepts,
principles, vision, objectives, key strategies, required
planning tools and key competencies in order to develop
leadership and managerial capabilities in accordance
with the level of the participants. The triad of voter booth
and evidence focus must be emphasized. Skills for SVEEP
planning, development of suitable partnerships, content
development and design, communication planning, research
and analysis, leveraging social media and digital media,

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building key themes like inclusive

election, accessible election, informed
and ethical election, green election The transition from IMF to
and technology in election should be IMF-EEE framework should be
imparted. Polling station aesthetics
emphasized during the training.
and AMF, target groups management,
Training must also include a
leveraging social and voluntary
networks, mass mobilization, selection
capsule on strengthening of ELCs.
and management of election icons,
outdoor publicity, mobile publicity,
EVM-VVPAT awareness, importance
of a vote, overcoming youth and urban apathy, the concept of Assured Minimum
Facilities, SVEEP action plan, MIS, documentation and knowledge management need
to be emphasized during the training. Practical sessions on preparing SVEEP action
plan and using SVEEP MIS portal must be conducted. The transition from IMF to IMF-
EEE framework should be emphasized during the training. Training must also include
CAPACITY BUILDING & INSTITUTIONAL STRENGTHENING

a capsule on strengthening of ELCs. Another important aspect is to develop and roll out
specific training programs for development of SVEEP leadership and managerial skills
throughout the organization.
Steps for undertaking training and capacity building under SVEEP are proposed
below:
1. Conduct Training Needs Assessment (TNA) for the entire gamut of functionaries
at various levels as well as preparing suitable training manuals for them.
2. TNA should cover the following:
a. To decide what training the staff will be benefited the most from
b. What training is needed and why?
c. Where is training needed?
d. Who needs training?
e. How will training be provided?
f. How much will training cost?
g. What will be the impact on the organisation?
h. What are the current skills of the staff?
i. Identify the knowledge gaps within the organisation.
j. Decide which new skills could take the organisation forward.
k. Plan for appropriate training to bridge those gaps.
3. Devise training strategies and training design based on training needs
assessment with the help of IIIDEM and other experts.
4. Design of training programmes need to be standardized, continuous and
customised depending upon the participants, the duration, mode of training
etc.

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5. Updating a national annual SVEEP training calendar at the beginning of the

year indicating the schedule, topic, duration, and target group of participants
of the training.
6. Updating training manuals for different targeted interventions by IIIDEM.
7. Develop training material, training aids, training videos, PPTs, case studies,
posters, user generated content, exercises, quiz etc. for the training sessions.
8. Identify and develop a pool of trainers at different levels: National, State,
district and AC level Master Trainers (NLMT, SLMT, DLMT and ACLMT)
9. Conduct intensive training programmes for functionaries at all levels - NLMT at
IIIDEM, SLMT at State HQ/ IIIDEM, DLMT and ACLMTs at State/ District level
10. Develop an online SVEEP training e-module with IIIDEM to facilitate continuous
training and learning. There needs to be a focus on implementing technological
innovations (such as Learning Management System).
11. Organise orientation of CSOs, corporates, media personnels, Icons and
representatives of ministries, instiutions and organisations partnering with
ECI on voter education.

CAPACITY BUILDING & INSTITUTIONAL STRENGTHENING

12. Develop framework of training assessment and measurement and ensure
implementation.
13. Utilize the budget specially earmarked for the SVEEP training on a quarterly
basis.
14. Document training feedback, testimonials and case studies of success stories,
inspired by training for strengthening the learning and feedback loop. Make a
repository of training and communication material for reading and reference
at national and state level. In view of cruciality of Booth level planning and
action in SVEEP, a training needs assessment for BLOs & BLOs supervisors
must be conducted, special SVEEP Training module for BLOs to be developed
and training exclusively on SVEEP and its new dimensions to be imparted to all
the BLOs. EROs training module will similarly need to focus on SVEEP related
tasks as defined in key strategy 2.

6.2.1 Development of Training modules

Training modules are very important for the strategic and structured capacity building
plan for SVEEP. There is a need for a number of modules for different topics and
different participant segments. For this purpose, IIIDEM will play a crucial role. Detailed
session plans with learning objectives, learning outcomes, pre/post-test and training
methodologies and timeframe may be developed and pretested before finalisation.
Some of the topics that could be considered to be developed by IIIDEM in one overall
comprehensive SVEEP training are listed below.

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Suggested Topics for SVEEP

• Understanding the focus of SVEEP strategy and its operationalisation
• Three focused areas (Booth, Voter and Evidence) and IMF-EEE
• Six Key Strategies: 1: Booth/Polling station level planning and action,
2: Addressing low registration and low voter turnout at constituency level,
3: Targeted interventions to ensure inclusive elections, 4: Strengthening flagship
programmes (ELC, SSR and NVD), 5: Leveraging partnerships and collaborations,
6: Effective communication, outreach and media campaigns
• Evidence based planning
• Formulation of strategic plans and their implementation
• Monitoring, reporting and evaluation
• Budgeting for SVEEP

Specific Subject Training Programmes Suggested for Resource Persons

• Conducting KAP surveys- Baseline and Endline survey
• Evidence based planning and focused interventions for non-voters
CAPACITY BUILDING & INSTITUTIONAL STRENGTHENING

• Behaviour change communication

• Advocacy and CSR linkages
• Partnerships and collaborations
• Targeted Interventions-Engagement with youth, women, PwDs, migrants, service
voters and marginalized sections (third genders, homeless, sex workers)
• Engagement with schools/ colleges/ NSS/NYKS
• Trainings for nodal persons of ELCs at schools/ colleges; BLOs at Chunav
Pathshalas and nodal officers from VAFs
• Engagement with CSO and media
• Ethical and informed voting
• 360 degree communication-Design and creation of messages and materials,
media planning, social media, mass media and IT/ICT based applications
• Inter Personal Communications skills, methods and tools
• Social Mobilization skills, methods and tools
• Icon engagement
• Confidence Building on EVM/VVPAT
• Documentation of success stories, lessons learned and best practices

6.2.2 Training of Trainers & Trainers’ pool

SVEEP division in collaboration with IIIDEM and State CEOs would need to prepare a
pool of high quality internal and external trainers that can be developed as Trainer of
trainers or Master Trainers.
• National Level Master Trainers (NLMTs)
• State Level Master Trainers (SLMTs)

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• District Level Master Trainers (DLMTs)

• Assembly Constituency Level Master Trainers (ACLMTs)

6.2.3 Categories of Trainees/Participants

There are different categories of trainees/participants at various levels that need
training and orientation to effectively execute the SVEEP strategy. These include:
• Master Trainers at National, State, District and AC Levels (NLMT, SLMT, DLMT,
ACLMT)
• SVEEP functionaries at ECI
• CEOs/SNOs/SVEEP consultants
• DEOs/District SVEEP nodal officers
• EROs/AEROs/ROs/AROs
• Booth Level Officers (BLOs)
• ELC Nodal Officers
• Nodal Officers of Partner Organisations (Government, CSO, CSR & Media)

CAPACITY BUILDING & INSTITUTIONAL STRENGTHENING

6.2.4 Levels of training
There are two different types of SVEEP training that can be planned. These are:
1. Induction and refresher training
2. Basic and specific subject training
The duration of these for respective trainings needs to be worked in detail so that it
can be appropriately developed and budgeted. The suggested modules are mentioned
in detail above.

Training Calendar
It is important that a training calendar is devised and followed diligently. A suggested
template for Annual SVEEP training calendar is given below.

S.
Training Audience Duration A M J J A S O N D J F M
NO.

National
1. Level

Refresher
2. training

Specific
3. subject
training

NLMT
4. Training

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S.
Training Audience Duration A M J J A S O N D J F M
NO.

SLMT
5. Training

DLMT
6. Training

ACLMT
7. Training

6.2.5 E-learning
Under SVEEP strategy it is imperative that the SVEEP Division invests in online, self-
learning video modules as well as learning and access on mobile phones for easy and
quick access. These may be taken up on priority through a professional e-learning,
digital learning agency. The SWAYAM portal from the Ministry of Education and Ministry
of Skill Development and Entrepreneurship can also be approached for support in this
CAPACITY BUILDING & INSTITUTIONAL STRENGTHENING

matter with IIIDEM leading the endeavour.

6.2.6 Monitoring and Evaluation for Training

The training design and delivery needs to be of high quality and standards. There is
a need to install training measurement mechanisms and tools to give a sense of the
quality and utility of the training by the participants.
Other than the general pre-test and post-test tool, there needs to be a measure of
the utilisation and application of the training once the participants go back to the field
and apply it in a practical situation. The true measure of these tools would be evident
after one to three months of application of the training and learning on ground.
Each trainee or participant should also be asked to share their experience during
the training and after they have applied it in their work areas. Some of them will be
designing and conducting training in their respective states or district, so learning to
design and conduct training should also be measured and tested before certifying them
as a trainer.

6.3 SVEEP HR Structure

National SVEEP strategy Phase (2021-2024) is an ambitious and crucial initiative that
requires a strong HR component if the goal and objectives of SVEEP are to be achieved.

Present SVEEP Structure

• National- Director, SVEEP Division (Officers, Consultants, Executives)
• State- CEO, SVEEP Nodal Officer

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• District- District Election Officer, District SVEEP Nodal Officer

• Constituency – ERO/AERO
• Booth- Booth Level Officer (to be assisted by BAGs)

One Team,
ECI Election Commission of India
One Goal
36 CEO Chief Electoral Officer

701 DEO District Election Officer

Electoral Registration
Officer / Assistant Electoral
7522 ERO/AERO Registration Officer

9.94 BLO

CAPACITY BUILDING & INSTITUTIONAL STRENGTHENING

LAKHS Booth Level Officer

SVEEP has to be grown into a strategic, scientific, systematic and synergistic

initiative through dedicated leadership and teamwork. SVEEP has evolved in the past
decade due to relentless and innovative efforts of the officers at various levels.

6.3.1 HR Structure at National Level

SVEEP Division at present is headed by a Director supported by a Joint Director, a
Secretary, three Under Secretaries and Section Officers, Support Staff, Consultants and
Executives. The scope of work includes formulating policies, laying down the framework,
planning interventions, organising events, creating awareness material, and monitoring
implementation at various levels besides carrying out continuous discourse with voters,
various partners, Civil Society Organizations and media from a national perspective.
These diverse functions require a team of competent professionals who are domain
experts and engaged on an outsourced basis.
There are other Divisions that have a role to play in taking forward the SVEEP
goal and objectives. There is a need for a coordinated synergised mechanism with the
following divisions to yield the desired results:
• IT/ICT Division
• IIIDEM/Training Division
• Communication/Media Division
• Statistical/Research Division

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Proposed HR Structure
The institutional strengthening of SVEEP infrastructure at all levels and inculcation
of domain expertise is essential in order to really make the vision of SVEEP strategy
operational on ground. Prior to this, a comprehensive institutional assessment is
required to be undertaken by the Commission to look at the need and structure of the
SVEEP Division and HR set up at national, state, district, constituency and booth levels.
After a detailed study is undertaken to define the HR structure and its administrative and
financial implications, a revamped HR may be approved following a detailed discussion
with states. Pending that exercise, an indicative HR structure is proposed as below.

SVEEP Directorate at National Level

A SVEEP Directorate has been recommended keeping in mind the need, rationale,
expanded scope and scale of the tasks as well as looking at current and future
requirements for achieving the goals and targets set out in SVEEP strategy.
The Directorate may comprise the following key positions:
• Director General (1)
CAPACITY BUILDING & INSTITUTIONAL STRENGTHENING

• Director (1)
• Joint Director / Secretary (2)
• Under Secretaries (2) alongwith full-fledged sections
• A Programme Management Unit (PMU) comprising experts/ professionals with
specific expertise in the following domains:
Š Strategic planning (ideation)
Š Targeted interventions
Š Partnerships and Collaborations
Š Communication & media planning
Š Content creation
Š Campaigns & events
Š Use of social & digital media
Š Use of IT/ICT
Š Electoral Literacy Clubs
Š Knowledge management: Documentation & Publication
Š Training and capacity building
Š Coordination, monitoring & evaluation
There needs to be a clear chain of command to fulfill objectives of the Directorate
and work managed with synergy and due coordination.

Programme Management Unit (PMU)

Since the National SVEEP strategy is a multi-dimensional endeavour requiring a
range of expertise, right from evidence based planning to implementation on ground
as indicated above, it is proposed to set up a Programme Management Unit manned

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Director General
SVEEP, M & C

Director Director
SVEEP (M & C)

Joint Director/ PMU* Joint Director/

Secretary Secretary

CAPACITY BUILDING & INSTITUTIONAL STRENGTHENING

Under Secretary Under Secretary

Section Section

* PMU will comprise of domain experts/ consultants/ executives engaged on contract basis

Outline of proposed SVEEP Directorate

by professionals with specific skills and competencies and qualifications to handle

the tasks assigned as detailed above. The domain experts/ consultants/ executives
may be engaged on contract basis for various tasks and will collectively constitute the
proposed PMU with specific responsibilities. A policy framework for hiring of experts/
consultants will need to be laid down by ECI. The PMU may report to Director (SVEEP).
It will be necessary to support the SVEEP directorate through engagement of a suitable
communication/ media agency which can conceive campaigns and develop prototypes
of SVEEP creatives (covering the entire spectrum of the IMF-EEE paradigm) and
undertake productions as well on a long term basis.

National Advisory Committee on SVEEP

A National Core Committee needs to be put in place with experts from streams such as
people’s participation, social mobilization and behavior change communication-that

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can guide the SVEEP Directorate in terms of new ideas and measures. This Committee
may meet in every quarter and also review the progress of SVEEP strategy and other
pertinent issues.

6.3.2 HR Structure at State Level

The Chief Election Officer (CEO) of the State/UT leads the overall action in the State/UT.
State Nodal Officer (SNO) is the focal person in the state to not only work at the state
level campaigns but also support and supervise the SVEEP activities at District level.
Core groups comprising representatives from educational institutions, youth
organizations, women’s organisations and Civil Society Groups guide the state election
machinery in evolving and executing a comprehensive SVEEP plan.

Proposed HR Structure
In order to deliver the objectives of SVEEP, the HR structure at the State level will need
to be substantially upgraded alongwith setting up a PMU on the lines indicated for the
National Level.
CAPACITY BUILDING & INSTITUTIONAL STRENGTHENING

An indicative HR structure at State Level will include:

• Chief Electoral Officer (CEO)
• State SVEEP Nodal Officer
• CEO supported by a PMU having professionals/consultants/interns handling:
Š Planning and Strategy Development
Š Content, Creatives and Campaigns
Š Social Mobilisation, Outreach
Š Targetted Interventions
Š Partnerships & Collaborations
Š Coordination with Districts
Š Training and Capacity Building
Š Knowledge Management
Š Monitoring and Evaluation
(The above technical team could form a part of a PMU which could assist the CEOs.)
The number of experts /interns may be decided by states as per their requirements.
The experts may also be appointed on deputation basis by creating regular posts if
considered necessary by ECI.

State Level Core Committee

SVEEP Core Committees are already constituted at the State Level comprising
representatives from I&B Ministry, media and partner organisations; and are expected to
guide the state election machinery in evolving and executing a comprehensive SVEEP plan.
The composition of the existing committee may be relooked at, meetings must be held
quarterly with adequate documentation of the proceedings and follow up action taken.

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6.3.3 HR Structure at District Level

At district level the institution of District Collector who is the District Election Officer
(DEO) plays a key role in election management and spearheads the implementation
of the SVEEP programme in the district. DEO is supported by the District SVEEP Nodal
Officer (DSNO). A District SVEEP Committee is constituted and generally headed by the
Chief Executive Officer or Chief Development Officer to supervise the implementation of
the SVEEP plan in the district.

Proposed HR Structure
Since SVEEP envisages a district specific strategy and action plan formulation and
its implementation through multifarious activities and their monitoring, it is proposed
that the district may have two experts/professionals for SVEEP functions given the
increased tasks and focus on booth level strategy in particular. An indicative structure
may include
• District SVEEP Nodal Officer (SN0)
• Expert/Professional - Situational analysis, strategic planning, coordination &

CAPACITY BUILDING & INSTITUTIONAL STRENGTHENING

monitoring
• Expert/Professional - communication, media, outreach & partnership & training

District Level Core Committee

A District Core Committee has already been constituted at the district level, the
composition of which may be relooked at. It may be headed by the DEO or Chief Executive
Officer of the Zila Parishad or Chief Development Officer or by the officer nominated
by the DEO to facilitate & supervise the implementation of SVEEP programme in the
district. The District SVEEP Nodal Officer may coordinate the efforts in this regard.

6.3.4 Support at Constituency level

Presently Electoral Registration Officer (ERO), supported by AERO undertake the
repsonsibility for registration and other election related activities. It is envisaged
that the EROs and AEROs will play a crucial role in facilitating the booth level SVEEP
activities. They will ensure situational analysis and formulation of evidence based
SVEEP plan at the booth level. He/she
will also prepare constituency level
situational analysis and SVEEP plan
and ensure facilitation of working of
It is envisaged that the EROs and
BAGs and their training. AEROs will play a crucial role in
In view of the expanded facilitating the booth level SVEEP
responsibilities for voter registration activities.
and turnout, it may be necessary that
at the constituency level, more human

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resources are provided to deliver on the roles and responsibilities expected. Perhaps,
a SVEEP coordinator for the constituency may be explored to support the ERO/AERO.
An AC Level Core Committee for SVEEP is proposed in SVEEP in view of the focus
of activities at booth level. The committee will support and monitor the field level
planning and action.

6.3.5 HR Support at Booth Level

The most important aspect of outreach to the voters is the involvement of over 10
lakh Booth Level Officers (BLOs). The human to human interface and exchange is
unparalleled. They now constitute the primary block for SVEEP related connectivity with
citizens and the real action lies at this level.
In view of the enhanced scope of work & responsibilities, the BLO (a government
official, who is a part-time functionary of ECI) requires to be supplemented with
some additional manpower to work as his/her team. In this regard, the Commission
has already issued detailed instructions regarding the constitution of Booth Level
Awareness Groups (BAGs), who shall be the hub for implementation of SVEEP activities
CAPACITY BUILDING & INSTITUTIONAL STRENGTHENING

at the booth level. The BAGs are to be formed by the BLOs comprising of grassroot level
functionaries, representatives of local body, school/college in the booth area, NSS/
NYK volunteers, CSOs/NGOs and Booth Level Agents (BLAs). The DEO will be the overall
incharge of functioning of BAGs while ERO will monitor the day to day working of BAGs .

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07 MONITORING
AND EVALUATION
 Monitoring Tools and Formats
Management Information Systems
Monitoring Indicators
 Evaluation
Key Performance Indicators/ Deliverables
Documentation and Dissemination

MONITORING AND EVALUATION

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M
onitoring and evaluation is a two-step process. Information compiled through
a monitoring system serves as the basis for an in-depth evaluation. SVEEP
needs institutionalisation of regular monitoring, tracking, assessment and
evaluation practices. As of now this area seems to be a major gap. There are some
static one-time reporting formats but there is no structured monitoring and evaluation
system. Needless to say, what is not measured can’t be managed.
Monitoring and evaluation are linked to the SVEEP objectives as set out in Chapter
3. Current or baseline values are taken into consideration and the outputs and outcomes
are measured against the inputs and processes set in motion by the action plan.
MONITORING AND EVALUATION

Inputs Outputs Outcomes Impact

Monitoring: What has Evaluation and Impact assessment:

been invested, done review: What What long-term,
and produced, and progress has been sustainable changes
how are we supporting made towards have occurred and how
partners to achieve achieving its did our interventions
the objectives? objectives? contribute to these?

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Inputs Outputs Outcomes Impact

Result Result
linking to Immediate linking to Development
Objective Objective

7.1 Monitoring in SVEEP

Monitoring not only helps an objective assessment at various levels but also
provides a platform for mutual learning. This has been an
area of concern and SVEEP strategy proposes a rigorous
approach in this regard.
SVEEP is an ongoing programme but also has a fixed
timeframe, with a clearly defined start and end time,
a set of activities and a budget, to accomplish well-
defined objectives linked to concrete domains
like registration and voter turnout for the target Mo
population. This entails three elements:
ne
• Time
y
e
Tim

• Funds/Budget Quality and

Quantity of
• Resources (including people) outputs

The rationale for monitoring in Resources

MONITORING AND EVALUATION

SVEEP includes:
• Measuring progress, direction
• Mid-course corrections
• Accountability for outcomes
• Cost benefit analysis

Monitoring has to be planned from the start. The first stage of a monitoring system
is to compare what was originally planned with what is being actually done. The
monitoring plan is proposed to be an integral part of the implementation plan. The very
act of preparing the monitoring plan during the SVEEP design phase will push one
to think harder about the project goals.

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7.2 Monitoring Tools and Formats

There are mechanisms for monitoring of SVEEP that need to be in place in a systematic
and structured manner. The following are some illustrative examples:
• Management Information Systems (MIS)
• Performance indicators (input/ output/ outcome)
• MIS reports, rating and rankings on different parameters.
• Evaluation and learning

7.2.1 Management Information System (MIS) for SVEEP

Evidence focus, research derived strategic action and data based decision making
are critical components of SVEEP. While there have been review meetings and some
checklists in place, there are no online IT based periodic monitoring tools and processes
that measure inputs, outputs and outcomes against specific targets. Hence a robust
online MIS is necessary. The importance of a comprehensive and agile Management
Information System (MIS) on SVEEP activities cannot be overemphasized. It will not
only help objective assessment of SVEEP performance at various levels but will also
provide a platform for mutual learning, encourage competition amongst states and
fuel creative outburst in the field of voter education in India. The MIS will also nudge
officers at all levels to design their SVEEP campaigns in a more scientific, holistic and
systematic manner to achieve the objectives of SVEEP strategy. The MIS will enhance
accountability for SVEEP at various levels. The MIS module is envisaged to be a part of a
comprehensive SVEEP web portal comprising various modules like action plan module,
budget module, MIS module, SVEEP assets module and SVEEP guidelines module etc.
The conceptual blueprint for the MIS to monitor SVEEP action by all states up to
booth level is given at Appendix. Based on this conceptual blueprint an appropriate IT
module is envisaged to be centrally developed. The Module will be used by authorised
users at different levels for the purpose of data entry, review and monitoring as the
MONITORING AND EVALUATION

case may be. The Module should have the functionality (SVEEPOMETER) to rate/rank
different states/districts on various performance indicators as may be decided from
time to time.
All relevant SVEEP officers will be trained and oriented to use the MIS. A dashboard
will be created showing performance and achievements as well as shortfall in a colour
coded display which will also help to take corrective action.

7.2.2 Monitoring Reports from MIS

Monitoring reports under the MIS facilitate the states and other units to track, course
correct and plan to take it forward effectively and efficiently. The monthly and annual
progress reports will also help the implementing units to distribute their activities,

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events and campaigns accordingly and get sufficient preparation time to plan and
execute them well.
A standardised and regular monitoring format and process will also help the SVEEP
Division to monitor the progress and provide any feedback in case there is an issue or
challenge noticed in the monitoring reports.
Monitoring reports will also help track budget spends, target audience engagement
and media mix and highlight any uneven weightage or skew that can be corrected at
the initial stage and appropriate action taken there and then.

7.2.3 Review meetings and Reports on Action Taken

A robust, transparent and real time system should be developed and employed for
providing feedback and guidance to states. A quarterly review meeting with all states
for SVEEP will be required on a regular basis. An annual review cum planning meeting
will be necessary at the national level which can also decide on the further release of
funds.

7.2.4 Monitoring Indicators

Analysis of the monitoring reports is the process of turning raw, detailed information into
a synthesised understanding of patterns and trends that are useful for the project. To
measure progress, it is necessary to develop appropriate indicators that are then applied
periodically on data received from different states/ levels.

Level Indicator 1 Indicator 2 Indicator 3

MONITORING AND EVALUATION

Input HR in Place Funds allocated Strategy/Plan made

Process Manual developed Agency hired Fund distributed

Output Training held Material distributed Activities conducted

Improved Increased voter Happy, Satisfied

Outcome registration turnout delighted voters

Impact Confidence level Trust factor Sense of Pride

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Indicators are means to help one understand whether one is moving in the right
direction in order to reach the final destination.
Indicators are defined at different levels – input, process, output, outcome, result,
impact.

7.3 Evaluation in SVEEP

Evaluation is a systematic and objective assessment of an ongoing
programme. The aim is to determine the relevance and level
of achievement of programme objectives, development
effectiveness, efficiency, impact and sustainability.
Evaluations also feed lessons learned into the decision-
making process of the programme stakeholders.
Both monitoring and evaluation are geared towards
learning from what one is doing and how it is being done.
While the results of the monitoring activity should be used as
feedback into the programme on an ongoing basis, the findings
are also useful during more extensive and periodic evaluations.

Internal Evaluation should be conducted at national, state and district levels. Proper
protocols, research tools and processes should be developed for the purpose by the
SVEEP division of ECI.

External Evaluation by an independent third party should be undertaken on a

periodical basis. A proper protocol for the purpose should be developed. A
research agency should be hired for the evaluation. Reports should disseminated at
all levels to learn and improve their actions, processes and outcomes.
MONITORING AND EVALUATION

7.3.1 KAP baseline and endline as an evaluation exercise

KAP baseline and endline as a paired research activity is an evaluation exercise too.
KAP baseline actually sets the parameters before the SVEEP intervention and then KAP
endline measures what outcomes in those parameters have been achieved which serves
as comparative from the baseline. In fact this paired research activity should be further
analysed to understand the areas that worked and others that did not. This will be clear
once paired variables charts and graphs are presented. The awareness, attitude and
behaviours and practices reflected here are a good reflection of the effectiveness of
SVEEP design and media mix.

7.3.2 Tracking and Assessment

A concurrent tracking and assessment of SVEEP plans and activities should be
undertaken. Media rating and other reception variables should be gathered to get

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an assessment of the performance of the initiatives. Monitoring field visits as well as

observers and other field functionaries including citizens can give feedback which
can serve as a quick rapid assessment. This tracking should be undertaken on a
regular basis using monitoring visits and other means to get a sense of the reaction to
the SVEEP efforts on the ground.

7.3.3 Key Performance Indicators (KPIs)/Deliverables

Key Performance Indicators (KPIs) for SVEEP are defined at both quantitative
and qualitative levels. They can also be seen from a process and impact indicators
perspective.

Voter Registration and Turnout Measurements

Quantitative Outcome Indicators
The quantitative measurement indicators have been mentioned in previous SVEEP
strategies and project documents.
Outcome 1 EP ratio on the electoral rolls to match the 18+ population as per
census
Outcome 2 Gender ratio on rolls to match the gender ratio as per census
Outcome 3 Increase in registration of Service Personnel to cover 100% by the
end of the project period
Outcome 4 Increase in overseas registration from the present level to 50%
increase
Outcome 5 Registration of PwDs in the electoral roll to match with the census
data of 18+ PwDs of each state
Outcome 6 To increase the percentage of enrolment in the newly eligible 18-
19yr age group from existing 50% to near 80%
Outcome 7 Visible improvement in the enrolment of people from marginalised

MONITORING AND EVALUATION

groups/communities in electoral roll and cataloguing of Non-Voter
communities
Outcome 8 To target 75% national turnout average in the next general election
Outcome 9 Increase in postal ballot votes
Outcome 10 Decrease in the grievance received
Outcome 11 Increase in engagement as demonstrated in the social media
analytics and sentiment and social listening analysis
Outcome 12 Increase in engagement as demonstrated by use of portal/
mobile app
Outcome 13 Increase in youth and urban turnout

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Qualitative Indicators
SVEEP would also endeavour to track progress against qualitative indicators as it is
important to improve the quality of services, facilities, engagement and participation.
• Reduction in fear, apprehension, myths and misconception
• Increase in the confidence level of the voters in the election system, process and
machinery
• Increase in the satisfaction level of citizens during registration and voting
• Perception of quick and satisfactory redressal of grievances
• Visible enhancement in the quality of electoral participation in terms of informed,
ethical and inducement free voting
Processes, tools and mechanisms for measuring them at different levels need to
be evolved. These indicators need to be measured at national, state and district levels
and must reflect in their SVEEP action plans. KAP surveys could be an important tool to
measure progress against qualitative indicators.

Indicators for Institutional strengthening

Indicators that measure institutional strengthening could demonstrate the deepening
of the root of the SVEEP system in the country
• Number of partners and experts added and consultation meetings done
• Number of visitors to the website/knowledge portal
• Website and social media analytics and enhanced engagement and performance
• IT/ICT and mobile apps rated high and feedback loop with high user experience
• Data sets and specific insightful analysis on registration and voter participation
• Voter education material made publicly available
• Voter education certification e-courses launched and delivered
• Inclusion of electoral literacy in the school curriculum and its impact
• Number of master trainers developed
MONITORING AND EVALUATION

• New SVEEP specific training and capacity building modules developed

• SVEEP Training e-modules developed and enrolment increased
• CSR Resources/ leveraged

7.3.4 Documentation and Dissemination

SVEEP has prospered because of strong ownership across the election machinery. The
programme will have the responsibility for creating advocacy for itself. There is a need
for creating more platforms like journals, newsletters, portals, workspaces, for SVEEP,
where managers and stakeholders express, share and learn from the insights and
experiences from across the country as well as from across different parts of the world.
Although there has been some very good documentation and dissemination effort

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at national level, the practice, time and skills need to be upgraded at the state and
district levels. Best Practices, lessons learned, success stories, innovations should be
written in an exciting storytelling technique.
Quality documentation sharing with election officials and adequate dissemination
in the public domain should be undertaken at national, state, district, constituency
and booth level. These documentations may be recorded in different platforms and
different languages with local cultural tone and forms.
• Print documentations
• News media reports
• Photo documentation
• Documentation of innovations & best practices
• Case study/ field story documentation
• Video/Audio documentation
• User generated content
• Crowdsourced content documentation

MONITORING AND EVALUATION

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SIX KEY TRIAD

STRATEGIES FOCUS

MONITORING
SVEEP
CORE
AND Budget THEMES
EVALUTION compliant
to:

INSTITUTIONAL CAPACITY
MONITORING AND EVALUATION

STRENGTHENING BUILDING

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 08 BUDGET
ALLOCATION
 Issues with the current financial planning
and allocation
 Budgeting
 Financial Management System
and Training

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F
or any programme to run successfully, make an impact and achieve its objectives,
it is imperative that it is provided adequate financial and human resources. SVEEP
is implemented at national, state, district, Assembly Constituency (AC) and booth
Level. While the programme is most visible during the election period when information
dissemination and outreach activities are at its peak, and during the period of Summary
Revision followed immediately by the National Voters’ Day, on ground the SVEEP
programme runs through out the year in form of electoral education through curricula
and extracurricular activities in educational institutions, as part of the adult literacy
programme and also through edutainment content in popular children comics, comic
strips in newspapers, animation films and radio programmes for community viewing in
villages, board games and e-kiosk games etc.
Accordingly the funds required to sustain such a programme is huge. Besides the
budget allocated by the ECI and state government, part of the fund requirement are
also met through indirect sponsorships by public sector institutions, corporate houses,
media houses and civil society groups who extend their support for voter education.
The States are heavily dependent on the funds earmarked under the State Budget.
The SVEEP will require greater financial resources as well as the capacity to track
the allocation and utilisation of funds across the year to be able to get the best SVEEP
outcomes.

8.1 Current Budget Allocation and Utilisation

Currently, SVEEP fund allocation and release functions are done by the SVEEP Division
at ECI. There is a separate allocation for the SVEEP Headquarters at ECI and the states.
States are advised to make State Annual SVEEP plans.
CEOs of all States/UTs get a budget allocated for carrying out the expenditure on
surveys, voter education and awareness activities (functions, fee, honorarium, prizes,
BUDGET

incentives, consultations, workshops), ELC, NVD and other operating expenses. The
budget is released in two installments of 50% each of the sanctioned amount as Grant
in Aid. About 10% of the total allotted SVEEP fund for FY 2020-21 was earmarked for
voter education, awareness and engagement of PwDs in the State/UT.

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8.1.1 Fund utilisation & Utilization Certificate

The details of the fund utilised under the Grant in Aid scheme are reflected by each
state in the form of its utilisation certificate. The UC format segregates the fund at 2
levels, i.e., expenditure incurred at the level of CEO and expenditure incurred at the
level of districts. The expenditure relates to:
1. Core interventions: Voter education & awareness (audio-video capsules, print
media, social media adverts, on ground activities (competitions, merchandise,
events), fee/honorarium/prizes/incentives, consultations, ELC other operating
expenses.
2. Situation analysis: Knowledge, Attitude and Practices (KAP) Surveys, targeted
interventions, partnership and collaborations, training, monitoring and
evaluation.
3. Further, the funds available are utilised for training and capacity building
with major stakeholders such as service voters, PwDs, ethnic migrant groups
reaching out to the grassroots.

The CEOs of the concerned State/UTs utilize the funds as per their planned
activities for voter awareness and submit the UC to the Commission after achieving
the targets. The fund is released only to those States/UTs who have furnished the
comprehensive/correct utilisation certificate (UC) for the previous years and surrendered
the unspent amount (if any) for the previous financial year. The second instalment
of fund is released only to those States/UTs who have successfully utilised the fund
of first instalment and submitted the correct utilisation certificate or undertaking by
October/ November every year. The unspent funds are required to be returned to ECI.

8.1.2 Issues with the current financial planning

and allocation
• The budget allocation is not need based
• The allocation is calculated by the number of polling
stations. This may vary from 0-500 booths (Andaman
and Nicobar) to 1,20,000 and above booths (in UP).
This method of allocation does not take into account
the local situation, scale, needs and complexities which
may significantly vary from state to state
• The financial allocations are made without a meeting to approve the plan
submitted by the states
BUDGET

• Fund release is done in two installments and sometimes the second installment
of funds is delayed because of low utilization of the previous installment
• There have been some instances where the states have returned the unutilised
funds showing challenges in terms of capacity, procedure & procurement issues.

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• There is lack of tracking of fund spend or patterns of spending as per the plans.
• States have raised the issue of inadequacy of allocation to them under ECIs SVEEP
funds
• A bulk of funds is recieved by CEOs from state budget funds. However, the extent
of state budget funds utilised for SVEEP related activities in CEOs office is not
documented/ reflected (as this is not reported in the existing format)

Details of Budget Allocation and Expenditure

F.Y. Budget Revised Grant-in- Remaining Actual

Estimate Estimate Aid (in Cr.) funds with ECI Expenditure
(in Cr.) (in Cr.) (A+B) (A) (in Cr.) (B) (in Cr)

2018-19 43.34 71.00 33.60 37.40 89.79

2019-20 73.50 73.50 Cr. 41.78 31.72 68.84

2020-21 73.50 40.13 34.23 5.90 37.50

2021-22 58.80 66.84 39.65 27.19 56.80

2022-23 59.80 39.65 20.15 -

(As per the directions of the Hon’ble Supreme Court, separate funds under the head
“Awareness regarding antecedents of contesting candidates” are also allocated in the existing
fund since 2021)

8.1.3 Proposed budgeting guidelines

SVEEP strategy is fundamentally based on evidence and strategy of voter and booth
focus along with empowerment and engagement with voter education, ethical and
inclusive participation. The proposed budgeting guidelines for SVEEP are as follows:
• The SVEEP fund allocation should be based on need and requirements as
projected by CEOs in their State SVEEP strategy and action plan. These budget
requirements should be carefully analysed by ECI before deciding on allocation
of funds
• Separate allocations should be made for SSR, Continuous-updation and Election
periods
• States may be encouraged and incentivised to receive additional funds for
BUDGET

innovations and higher performance than planned or projected

• It may be desirable to earmark a fix percentage of total election budget for the
SVEEP. However, this issue will need a detailed deliberation before reaching at
any conclusion

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• Special provisions for a higher budget allocation may be considered whenever

there is an upcoming election
• Budgeting for Non-election time SVEEP and election time SVEEP should be
calculated appropriately based on the action plan
• It is suggested that the cost of institutional strengthening at CEO level as per the
HR policy framework of ECI is met from SVEEP funds allocated by ECI
• A revised format for getting the SVEEP action plan from the states has been
proposed which should be used to calculate and approve the budget
• Submission of annual SVEEP report including details of financial allocation and
utilisation should be made mandatory for states
• The fund utilisation, issues and challenges may be taken up in every quarterly
review meeting
• All financial allocation and utilisation should be monitored through an online
financial performance system imbedded in the proposed budget module

8.2 Procurement & Contracting Guidelines

Procurement and contracting issues are time consuming and cumbersome. The hiring
of experts and agencies for various tasks such as research, campaign development and
execution, social media, media planning and management, social mobilisation, event
management require due diligence. A clear guideline for procurement and contracting
purposes need to be developed with an association of experts in the area. Guidelines
should be issued regarding paid advertisement on social media platforms as there are
no DAVP/BOC rte for such outreach.

8.3 Proposed Revisions to Budget Allocation

Taking into account the observations, suggestions given by CEOs/SNOs during the
consultations and SVEEP Core Committee members, a revised budgeting process is
proposed.
The fund allocation should be done in consonance with the SVEEP strategy along
the following parameters:
• Need and requirement as expressed and calculated on evidence by the state
SVEEP strategy and action plan (evidence, voter and booth focused)
• Annual action plan presentation and justification by the state on the fund
requirement based on the objectives, achievement targets and projected Key
Performance Indicators (KPIs)

8.4 Financial Management System and Training

BUDGET

Under the SVEEP strategy there is a need for enhanced fund allocation at all levels
given the scale, scope for the plans and activities reaching out to the last mile. With
enhanced focus on evidence, voter and booth focus, leveraging partnerships, IT/

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ICT utilisation, Capacity building, as well MIS, it is necessary that a proper financial
management system is put in place involving experts in this area in close consultation
with the states. Training and orientation of relevant functionaries at the State and
Districts may be necessary.
A format for submitting budget proposals by CEOs is given below. While, budget
allocated by the Election Commission to a state shall be spent to carry out the activities
listed in the budget proposal format, it will be incumbent on the CEOs to ensure
that the said activities are strictly compliant to the principles of SVEEP strategy
framework (triad focus, six key strategies, core themes, strategic actions for targeted
segments, institutional strengthening and capacity building) failing which future
budget allocations will be appropriately curtailed. However, due flexibility should be
given to CEOs subject to achievement of the objectives of SVEEP strategy.

Format for CEOs to submit budget proposal

FUNDS
BUDGET HEAD SPECIFIC ACTIVITY REQUIRED
(INR)

Situation Analysis, • Knowledge Attitude Practice (KAP) survey

Gap Analysis (Baseline and Endline)
and formulating • Analysis of available data, other evidence
strategy/action plan • Preparation of atrategy and action plan.

Special
Interventions to • Booth level, Constituency level and Voter
Address Low Voter segment level.
Turnout

• Women, Youth, PwDs, Senior Citizens,

Service Voters, Overseas Voters, Rural,
Targeted Urban Voters, Migrants, Third Gender,
Interventions Homeless, Other marginalised sections
etc. Cataloguing and including non-voter
BUDGET

communities.

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FUNDS
BUDGET HEAD SPECIFIC ACTIVITY REQUIRED
(INR)

Communication, • Content creation and dissemination of

Outreach and awareness materials through Traditional
Media Campaigns Media ie. Print, TV/Video, Radio, Outdoor,
(360 Degree Folk Media, Interpersonal Communication
Communication) and Social Mobilisation efforts/events etc.

• Social and Digital Media.

• IT/ICT Interventions (Mobile Apps, Web

Applications and Modules, Portals, SMS,
WhatsApp, Chatbots etc)

• Activities with partners and collaborators /

Engagement with Icons

• Innovations and New Initiatives

Strengthening
Flagship • National Voters’ Day (NVD)
Programmes

• Special Summary Revision (SSR)

• Electoral Literacy Clubs (ELCs)

• ELC for schools
• ELC for colleges
• Chunav Pathshala
• Voter Awareness Forum (VAF)

Training and • Modules and Manuals.

Capacity Building • Conduct of Trainings etc.
BUDGET

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FUNDS
BUDGET HEAD SPECIFIC ACTIVITY REQUIRED
(INR)

• Engagement of Professionals (Subject

Institutional Matter Experts/ Consultants, Interns, etc.)
Strengthening • Committee Meetings
• Stakeholder Consultations

• Documentation (Reports, Publications,

Knowledge
Resource Guides, Documentary Films)
Management
• Experience Sharing

Other Operational
Expenses/
Miscellaneous
BUDGET

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 09 THE ROAD
AHEAD
 Continuity, Consolidation and
Transformation
 Immediate Action required to roll out
SVEEP
 Keeping pace with emerging reforms
 Summing Up

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9.1 Continuity, Consolidation and Transformation

The SVEEP strategy is a bold endeavour to build upon a decade of
a wonderful journey of SVEEP. It is a step towards addressing
the emerging challenges in the way of achieving universal
and enlightened electoral participation. It seeks to harness
new opportunities and leverage partnerships under a new
strategic framework based on a clear voter, booth and an
evidence focus. It expands the proven IMF framework to
the proposed IMF-EEE framework to include the elements
of education, engagement and empowerment.
The SVEEP strategy intends to build upon the past
THE ROAD AHEAD

achievements of SVEEP programme in a spirit of continuity,

consolidation and transformation. It contains elements that have demonstratively
shown success and continue to be relevant and new elements that bring in a fresh
perspective for addressing the emerging challenges. In the time span of SVEEP there
are major election events like state assembly elections in 2022 and 2023 and 18th Lok
Sabha election in 2024. With higher expectation of voter registration and turnout while
ensuring informed, ethical and inclusive elections, there is a need for strengthening
the SVEEP action at national, state, district, AC and booth levels.

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9.2 Immediate Action required to roll out SVEEP

Strategy
The following actions will require immediate attention:
• Dissemination of SVEEP strategy: The framework
of SVEEP strategy will need to be disseminated
vigourously to get all stakeholders on board. A national
workshop with stakeholders and a CEOs’ conference
may be organised by ECI. Workshops should also be
done at state and district levels. The next steps for
implementing the strategy in the field may be decided
in these workshops.
• Formulation of National, State and District Action Plans:
SVEEP strategy document provides guidance to the SVEEP Division, states and
districts to draw up their action plans suiting their requirements and based on
evidence available at the field level. Checklists for the national, state, district,
constituency and booth levels have been provided to guide action at each level and
serve as a constant reminder.
• SVEEP plan for Lok Sabha Elections 2024: For the LS elections 2024, a separate
plan of action for SVEEP may be chalked out in accordance with the strategy
document by SVEEP division in collaboration with state CEOs. The objective
of taking voter participation to 75% at the national level during the Lok Sabha
elections 2024 would require concerted and well-planned action. In particular,
the gender gap in registration, gap in youth registration, the problem of urban
apathy, identification, cataloguing and registration of missing (non-voter)
communities and low turnout constituencies and booths would need to be
comprehensively addressed. A massive effort is required at the booth level to
clean up the electoral rolls by deleting entries of all dead, shifted and untraceable
electors and removing all duplicate/ multiple entries.
• Internal coordination and synergy across Divisions: it is necessary to develop a
framework for constant coordination and synergy of SVEEP Division with other
divisions of ECI (such as Media & Communication, ER, IT, SDR, Accessible Election
etc). Similar convergence may also be encouraged at state level. The objective of
THE ROAD AHEAD

this convergence is to ensure all initiatives being taken by various divisions are
mainstreamed into SVEEP communication.
• Capacity building and Training: IIIDEM and SVEEP Division will need to chalk out
the training program, develop modules & training material and conduct trainings.
• Institutional Strengthening of SVEEP structure: The SVEEP HR structure
proposed at various levels will need immediate consideration and a full-fledged
Directorate General of SVEEP, Media and Communication supported by a
Programme Management Unit needs to be put in place. Further, a national policy

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framework on infusion of domain experts and consultants at the state and district
levels needs to be worked out, operational guidelines need to be issued for hiring
them and necessary budget allocation needs to be made under SVEEP fund.
• SVEEP Portal: As recommended, development of a comprehensive SVEEP Portal
by ECI needs to be undertaken. The portal should comprise an Action Plan Module,
MIS Module, Budget Module, SVEEP Assets Module and SVEEP Framework Module.
Action Plan submission, SVEEP reporting, budget proposals etc may be done
through the SVEEP Portal. The MIS Module should enable ECI to grade and rank
the performance of all States based on the scale, quality and creativity of their
SVEEP interventions/action as reported by them.
• Research Studies/ Projects: Commissioning of pilot studies on missing (non-
voter) communities, youth and urban apathy, out-migrants, lowest turnout
ACs and the phenomenon of not voting despite availing paid holiday may be
considered in order to obtain necessary insights and empirical evidence for
development of suitable policy interventions and technological solutions for
ensuring their participation.

9.3 Keeping pace with emerging reforms

ECI has always been proactive in responding to emerging needs
of voters and adopting emerging technologies for ease of
voting and improving electoral management. Recently, the
Commission has brought out important reforms by enacting
the landmark Electoral Laws (Amendment) Act, 2021.
These reforms include introducing four qualifying dates for
eligibility for voter registration, linking of aadhaar number
with EPIC, making the spouses of the service voters eligible
for enrollment as service voters (instead of only wives) and
empowering District Election Officers to requisition premises for
electoral purposes. These reforms must become an integral part of
the SVEEP action plans at all levels. Further reforms such as development of a foolproof
technological solutions to enable remote voting, queue-less and convenient voting
system and exploring technological options for eventually developing a secure online
THE ROAD AHEAD

voting system also need to be considered in order to meet the emerging needs of the
new age voter.

9.4 Summing Up
The roadmap for implementing the SVEEP strategy must start with grounding of the
vision, goal, objectives, key strategies, focus-triad and IMF-EEE paradigm throughout
the electoral machinery of the country. These key elements must become an integral
part of the culture of the entire election organization.

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It is important to build the core themes of the Election

Commission like inclusive and accessible election, informed
and ethical election and leveraging technology for elections
into SVEEP design at all levels as they represent the core
philosophy of our democratic and electoral system.
As SVEEP strategy advocates booth as an important
point of focus, therefore necessary capacity and attitude
need to be developed at booth level to analyse and clean up
the electoral roll and also to register all left out, newly eligible
and prospective voters using Garuda App. Chunav Patshala and Masik Matdata
Baithaks need be held regularly. BLO should work in tandem with BLAs, BAG and
RWA. ERO should be made responsible for monitoring booth level SVEEP effort and to
turnaround all low turnout booths in the AC.
In SVEEP the targeted Intervention strategy has been refined. Development of
suitable partnerships at the national, state and district levels has been recommended
for strengthening the SVEEP network which is crucial for leveraging synergy, reach
and resources available with partner organizations. It is also necessary to augment
the capacity of the SVEEP system to make use of social media and digital media in
an effective way. Corporate social responsibility resources need to be leveraged for
SVEEP delivery.
Institutional strengthening of SVEEP infrastructure at all levels is essential to
implement the vision of SVEEP strategy on ground. Infusion of domain experts and
SVEEP training are extremely important in this regard.
Finally, the success of the SVEEP strategy will primarily depend on the implementers
in the field, ably led by CEOs in states and DEOs in the districts. The strategy provides
a broad direction for the future, but the future too is evolving. The broad strands have
been laid out, but to assume a rigid stance would be akin to doing injustice to the
strategy. The SVEEP functionaries have to be objective, analyse the data, map the gaps
and carefully plan interventions while adhering to the broad framework laid down by
the Strategy. The SVEEP journey must now take new strides towards a truly universal,
enlightened and ethical voter participation. THE ROAD AHEAD

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THE ROAD AHEAD

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 APPENDIX

Election Commission Of India

SVEEP MIS Portal

Submit

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Election Commission Of India

SVEEP MIS Portal

Report for

Submit

Activities Categories
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Management Information System for SVEEP

Introduction
The importance of a comprehensive and agile Management Information System
(MIS) on SVEEP activities cannot be overemphasized. It will not only help objective
assessment of SVEEP performance at various levels but will also provide a platform for
mutual learning, encourage competition amongst states and fuel creative outburst in
the field of voter education in India. The MIS will also nudge officers at all levels to
design their SVEEP campaigns in a more scientific, holistic and systematic manner
to achieve the objectives of SVEEP strategy. The MIS will enhance accountability for
SVEEP at various levels.
The proposed SVEEP MIS is based on the National SVEEP strategy framework and is
intended to facilitate better fructification of ECI’s vision on SVEEP during its 4th phase.

Key features
The key features of the proposed MIS scheme are as follows:-
1. The MIS has a role based architecture envisaging objective data entry by
authorized users at the polling booth, Electoral Literacy Club, assembly
constituency, district, state and national level. Each user will confine the data
entry to activities actually executed at his level so that there is no duplication
of data.
2. The data entry will be evidence based, which will reinforce accountability at
various levels for reporting SVEEP action actually carried out. Relevant office
order/ supporting document will be uploaded.
3. The MIS will capture the quantity, quality and impact of SVEEP output at all
levels.
4. The MIS will standardize data formats through use of drop-down menus for
better data organization and analysis.
5. The MIS will provide a specific customized screen for each user level based on
his role i.e. in the form of data entry interface or dashboard for monitoring.
6. All SVEEP activities as conceptualized in the SVEEP④ strategy framework are
provided for in the MIS. Activities have been grouped under categories. Option
of “others’ has been given to add more activities as considered necessary by
the user.
7. The MIS provides flexibility at the ECI/ CEO level to add any new or innovative
SVEEP category that does not fit in the predefined categories.
APPENDIX

8. Every activity has been linked to such parameters as category, theme, target
group, impact description, duration, creatives upload status and whether it is
a paid or free or CSR based activity. This will enable generation of reports with
respect to any parameter or level or time period.

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9. ‘Remarks’ entry is given to enable the user to enter any clarification or

highlights.
10. The data entry is intended to be done on monthly basis. However, frequency
can be changed as required by ECI.
11. The standard ECI mapping of States/UTs with their PCs/ ACs/ PSLs/ ELCs/ booths
shall be used for this MIS.
12. In the dashboard it will be possible to drill down to see further details for any
level/ activity.
13. Wherever applicable this MIS will fetch the data regarding electors, voter
turnouts, gender ratio, age cohorts etc. from ECI databases, based on which
the State/ District/ AC/ Booth level users can indicate action taken to address
gaps and concerns.

Benefits of MIS Report:

• Comaparative analysis: Analysis of SVEEP MIS reports across states and themes
in terms of performance, expenditure and outcome.
• Information Sharing: The MIS can serve as a platform to share information across
states and districts which will be useful for mutual learning.
• Long Term Planning: The MIS reports will provide an overview of the activities on
current SVEEP data. Users can analyze past, current and projected data for long-
term planning for SVEEP interventions.
• Identification Of Problems: SVEEP MIS report templates have been prepared
after considering multiple parameters and aspects associated with strategy
document. It may help ECI to figure out areas of concern across states, themes
and activities using MIS reports.

Generation of MIS Reports:

The proposed MIS will be able to generate all kind of reports for performance monitoring,
decision-making and future planning purposes. There will be complete flexibility in this
regard. A few illustrative examples of MIS reports are given below:
1. Comparison of outdoor pubicity campaigns across states
2. Icons and their activities details
3. Details of innovative measures across states
4. Comparison of CSR and non CSR activities
5. Status of social media usage across states
6. Status and comparison of SMS/ Whats app messages across states
APPENDIX

7. Status and comparison of pamphlets distribution

8. Monitoring of EVM VVPAT Awareness program
9. Comparison of of ELC activities
10. Status and comparison of press releases and media coverage

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11. Comparison of SVEEP activities for addressing key challenges like non-voters,
gender gap, specific target audiences, youth and urban apathy etc.
12. Any other report may be generated as considered appropriate based on SVEEP
data available in the MIS.

The scheme of MIS architecture and indicative tables are given in the following
pages to serve as guidance for software development by ECI.

Booth/P.S. Planning
Registration Aspect:
Name of PS (to be selected), Colour and Grade (Based on last election (to be chosen))-Automatic

Sr. Survey and BAG Number of Number of Last Enrolled WhatsApp / Number of
No registration activities posters/ VAG/VIS Chunaav during Telegram VHA, PwD
for category (25 char) banners distributed Pathshala reporting groups of app and
of known with date at PS and period booth voters, other apps
voter prominent Date with (to be ‘Chunav downloaded
communities places brief filled) Paathsala’
(brief and activity • First members,
number to be details • time ELC nodal,
filled) (in 25 voters campus
chars) • Women Ambassadors
(total number
of members
in group)

Data Entry Level –ERO View Level – ECI/ CEO/ DEO/ERO/BLO

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Masik Matdata Baithak

Name of PS (to be selected), Colour and Grade (Based on last election (to be chosen)) -Automatic

Date of Total number Number of Grievances Brief of baithak Status of last Matdata
“Masik of persons (yet to be resolved/ (max 25 chars.) Baithaks: Grievances
Matdata interacted pending) till date (all previous
Baithak” summed up) ( resolved
and pending- to be filled
separately)

Data Entry Level–ERO View Level – ECI/ CEO/ DEO/ERO/BLO

Polling and voting related aspects

Name of PS (to be selected), Colour and grade (based on last election (to be chosen)) -Automatic

Sr. Number of Number of Dates of BAG Implementation Number of Number

No poster banners volunteers/ Training Activities of training VAG/VIS of request
placed on CSO including conducted for (25 char.) calendar of BLO Distributed of Pick
different topics BLO at the BLO and other with date (Y/N) Drop
Helpdesk help hands Facility on
(to be filled) poll day

Data Entry Level–ERO View Level – ECI/ CEO/ DEO/ERO/BLO

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Low Registration/ Low Voter Turnout

Low Registration at Booth level
Name of PS (to be selected), Colour and grade (based on last election (to be chosen)) -Automatic

Sr. “Non-voters” of the last Reason for Low Brief of special Activities done
No election Registration (Max 100 Chars.ie Special non-monetary
1. General Voter (Max 100 incentive schemes, special campaign,
2. PwD Characters) Rapid research of the non-voter etc.)
3. Third Genders
4. Women
5. Homeless
6. Young Voters
7. Sr Citizens
8. Service Voter
9. Overseas
10. Sex Worker
11. Migrants
12. Marginalised
13. known voter
community
14. Others,
Plz. Specify
(Drop down)

Data Entry Level–ERO View Level – ECI/ CEO/ DEO/ERO

Low turnout Constituency

Name of AC (to be selected) Voter Turnout (based on last election: to be chosen)-Automatic

Sr. Reason for Low Turn Out Brief of special Activities done
No (Max 100 Characters) (Max 100 Chars.)

Data Entry Level–ERO View Level – ECI/ CEO/ DEO/ERO

APPENDIX

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Targeted Intervention
Women / First Time Voters-Youth
Sr. No Category Activities Ministries/ MoU to be
1. Women 1.Partnership / MOU with Stakeholders uploaded/
2. First Time different ministries/ stake (Drop Down) Brief activity
Voters-Youth holders • Central Govt details max
2. Data Segregation (voters & Ministry/Central 25 char.)
non voters). Govt Deptt. /
3. Situation/ barrier analysis Organization
(appx 100 chars) • CPSU/ PSU
4.Awareness materials related • State Govt deptt
to these categories (to be filled- ./ Organization/
max 50 chars) Authority
5.Exclusive training • CSOs/NGOs
6.Special drive for enrolment/ • Media Houses
polling • Business and
7.women icon / youth icon corporate
engagement houses and
8.organizing activities and associations/
competitions like mock training
parliament, folk art, rangoli, institutions
rallies, candle light, sports • NYKS, NSS,
tournaments etc NCC, Sports
9.awareness through ELCs Clubs and
10.appointment of youth/college associations
ambassador and total numbers * after selecting
(to fill) concerned Deptt /
11.Youth voter festival Ministry name to
12.Others (Plz. specify) be filled

Data Entry Level – ECI/ CEO /DEO View Level – ECI/ CEO/ DEO
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PwD/ Sr Citizens
Sr. No Category Activities Ministries/ MoU to be
1. Sr Citizens 1. Partnership/ MOU with Stakeholders uploaded/ Brief
2. PwD different ministries/stake (Drop Down) activity details max
holders • Central Govt Ministry/ 25 char.)
2. to be filled : Marking PwD Central Govt Deptt./
in reporting period, total Organization
marked PwD, total voters • CPSU/PSU
(%PwD –auto calculation) • State Govt deptt./
3. Polling station Organization /
infrastructure Status Authority
4. Development of special • Media Houses
module/information material • Business and
5. Engagement with PwD corporate houses and
icons/Sr Citizen Icon associations /training
6. Facilitation of PwD institutions, CSR
7. Number of PS (AMF Not Foundations, CSOs/
complied) NGOs working for
8. Numbers of PwD App Senior Citizens/PwD
downloaded * After drop down
9. Special campaign/ Concerned Deptt /
initiative Ministry name to be
(such as pick-drop etc) (in filled
50 chars)
10.Training of officials for
PwD / Sr Citizens
11. Old age home
engagement/involvement
in NVD
12. Others (plz specify)

Data Entry Level – ECI/ CEO /DEO View Level – ECI/ CEO/ DEO

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Service Voters/ Overseas Voters

Sr. No Category Activities Ministries/ MoU to be
1. Partnership/MOU with Stakeholders uploaded/ Brief
1.Service different ministries/stake (Drop Down) activity details max
Voters holders • Central Govt 25 char.)
2.Overseas 2. Training to the Ministry/ Central
voters Cantonment /concerned Govt Deptt./
officials Organization
3. Special camps and SVEEP • CPSU/PSU
campaign/on AWWA Day • State Govt Deptt./
4. Maintain and update Organization/
disaggregated data on Authority
service/Overseas Voters • Media Houses
database • Business and
5. Design awareness corporate houses,
content/Publicity material CSR Foundations,
6. awareness on ETPBS/ CSOs/NGOs
OSVP • Indian Missions and
7. Orientation program on Posts Abroad
Apps • NRI Associations,
8. social/digital media Armed Forces
campaign Clubs, Army
9. Others (plz specify) Schools, defence
personnel
wives’ welfare
associations
* After drop down
Concerned Deptt /
Ministry name to be
filled

Data Entry Level – ECI/ CEO /DEO View Level – ECI/ CEO/ DEO
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Migrants/ Marginal/ Vulnerable / Difficult and Conflict Area

Sr. Category Activities Ministries/ Stakeholders MoU to be
No 1. Migrant 1. Partnership/MOU with (Drop Down) uploaded/ Brief
2. Marginal/ different ministries/stake • Central Govt Ministry/ activity details max
Vulnerable holders Central Govt Deptt./ 25 char.)
3. Difficult and 2. Special Registration Organization
vulnerable Camps • CPSU/PSU
area 3. mapping and • State Govt deptt./
vulnerability exercise for Organization/ Authority
data • Media Houses
4. Situation /Barrier • Business and
Analysis corporate houses and
5. Design awareness associations/ training
content institutions, CSR
6. Publicity material Foundations, CSOs /
7. Training and orientation NGOs
of polling officials/ * After drop down
concerned officials Concerned Deptt /
8. Activities through ELCs Ministry name to be filled
9. Local icon engagement/
TG Icon
10. Others (plz specify)

Data Entry Level – ECI/ CEO /DEO View Level – ECI/ CEO/ DEO

APPENDIX

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Urban /Rural
Sr. Category Activities Ministries/ Stakeholders MoU to be uploaded
No 1. Partnership/MOU with (Drop Down) / Brief activity details
1. Urban different ministries/stake max 25 char.)
2. Rural holders • Central Govt Ministry/
2. Campaign through Social/ Central Govt Deptt./
Digital media Organization
3. mapping and vulnerability • CPSU/PSU
exercise for data • State Govt deptt./
4. Situation /Barrier Analysis Organization /
5. Design awareness content/ Authority
Publicity material • Media Houses
6. Mass mobilisation events • Business and
like rallies, human chains and corporate houses and
candle light etc associations/ training
7. Awareness through Water institutions, CSR
bills, Electricity bills, Health Foundations, RWAs/
outlets, Dispensaries, Pollution CSOs /NGOs/youth
check certificates, CSCs, Ration organizations
shops etc. • Airports, Banks,
8. ELC Activities Food delivery and
9. Rural/local icon e-commerce services
appointment/engagement • Transport services
10. Special camps in haats/ (Metro, Bus etc)
melas, fairs and festivals etc. * After drop down
11. Awareness at KVKs, Concerned Deptt /
Agriculture Extension Centres, Ministry etc. name to be
Cooperatives etc. filled
12. Others (plz specify)

Data Entry Level – ECI/ CEO /DEO View Level – ECI/ CEO/ DEO
APPENDIX

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Strengthening Flagship Programmes (ELC, SSR, NVD etc.)

ELC Activities
Sr. Category Type of ELC Type total Paid / CSR Relevant Remarks
No (Drop Down) (Drop Down) (drop events Office Max 50
1. Slogan writing 1. New Voter down) during Order Chars.
2. Article writing 2. Future Voter 1. online the to be (to be
3. Mehndi 3. VAF 2. offline period uploaded filled)
4. Drawing / 4. Chunaav (to be
Poster making Pathshala filled)
5. Quiz
competition
6. Video making
competition
7. Sankalp Patra
8. Pledge taking
9. Showing
Documentary
movie/video or
any voter related
video
10. Song
competition
11. Skit
competition
12. Game
(Pl write name )
13. Community
Mobilization
14. VAF activity
15. Rangoli
Competition
16. Group
Discussion
17. Other
(Plz .specify)

Data Entry Level – ELC-VAF Nodal Officer/BLO View Level – ECI/ CEO/ DEO/ERO
APPENDIX

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Management, HR, Coordination, monitoring and evaluation for ELC

Sr. No Activity Details Relevant Remarks
1. ELC action Plan developed (Y/N) in max Office Max 50
2. H R Status in ELC cell 25 chars. Order to be Chars.
3. Engagement of Program Officer/ (Separate uploaded (to be filled)
Consultant line for
4.Implementation of online tracking each
and monitoring mechanism official)
5. data base of the future voters(Y/N)
6. Number of ELCs(category wise)
7. Training for ELCs
8. best ELC recognition/KPI
9. enrollment drive in colleges
10. e- module/e- game development
11. Any App designed(Y/N)
12. Others (Pl. Specify)

Data Entry Level – ECI/CEO / DEO / ELC Nodal Officer View Level – ECI/ CEO/ DEO

• Few data once filled will be shown (auto populated) and others may be changed regularly

National Voters Day Celebration

Sr No Number of Name of How many How many Number Description Remarks
Participants dignitaries/ EPIC cards EPIC cards of Awards of Max 50
Icons present given to given to given (to Activities Chars.
in the Young Other voters be filled) (Max 50 (to be
Function Voters categories chars) filled)
1.
2.
3.

Data Entry Level –ECI/CEO/DEO/ERO/BLO/ELC Nodal Officer View Level – ECI/ CEO/DEO
APPENDIX

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SSR
Date of ER Quality ER Quality ER Quality PwD Press Press Remarks
Last SSR improvement improvement improvement marking release/ release/ Max 50
(Period) (on basis of (on basis of (on basis of in SSR notifications notifications Chars.
parameter 1) parameter 2) parameter 3) Period (to be filled)

Data Entry Level –CEO View Level – No restriction

• Improvement in ER Quality to be judged on the basis of parameters (DSE, PSE etc. as decided by ECI)

Campaign Logo/Theme/Signature Tune

(For Election/SSR/NVD/Non-election etc.)
Sr. No Campaign Theme Signature Description Paid / Relevant Remarks
logo logo to tune max. 50 char CSR Office Order Max 50 Chars.
(to be (be (to be (to be filled) to be (to be filled
uploaded) uploaded) uploaded 1……... uploaded
2………
3………..

Data Entry Level – ECI/ CEO View Level – ECI/ CEO/ DEO APPENDIX

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Partnerships and Collaborations

Partnership and Collaboration
Sr. No Theme Target Group Stakeholders MoU to be Remarks
1. Voter 1. General Voter (Drop Down) uploaded Max 50
Registration 2. PwD • Central Govt Chars. (to
2. SSR 3. Third Genders Ministry/ Central be filled
3. Bridging the 4. Women Govt Deptt./
gender gap 5. Homeless Organization
4. Voter 6. Young Voters • CPSU/PSU
participation 7. Sr Citizens • State Govt deptt./
5. Urban and Youth 8. Service Voter Organization/
Apathy 9. Overseas Authority
6. Leveraging 10. Sex Worker • CII/FICCI/ASOCHAM
Technology for 11. Migrants • Educational
Elections 12. Marginalised Institute/University
7. Accessible 13. Conflict areas • Media
Election 14.Low Enrolment • CSOs/NGOs /
8. EVM/VVPAT Area Development
awareness 15. Other , Partners
9. Inclussive Plz.Specify • Others
election (Drop down) (Plz specify)
10. Electoral
and Democracy
Education
11. Ethical and
informed election
12. Capacity
building and
institutional
strengthening
13. ELCs
14. Others,
Plz . Specify
(Drop down)

Data Entry Level – ECI/ CEO /DEO View Level – ECI/ CEO/ DEO
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Mobilization/ Interactions/ Meetings for voter awareness

Sr Target Group Theme Stake holders Type of Date of No of Remarks
No 1. General Voter 1. Voter (Drop Down) meeting meeting Participants Max 50
2. PwD Registration 1. NGO / CSO (Drop Down) (to be (to be filled) Chars.
3. Third Genders 2. SSR 2. CII/FICCI/ 1. online clicked from (to be
4. Women 3. Bridging the ASOCHAM 2. off line Calendar) filled)
5. Homeless gender gap 3. Govt Deptts. 3. Mixed
6. Young Voters 4. Voter 4. Educational 4. VC
7. Sr Citizens participation Institute/ 5. Other
8. Service Voter 5. Urban and University (plz specify)
9. Overseas Youth Apathy 5. ELCs
10. Sex Worker 6. Leveraging 6. Political Parties
11. Migrants Technology for 7. Media
12. Marginalised Elections 8. RWA
13. Conflict areas 7. Accessible 9. Traders
14. Low Enrolment Election Association
Area 8. EVM/VVPAT 10. Doctors
15. Other, awareness association
Plz .Specify 9. Inclussive 11. Teachers
(Drop down) election Association
10. Electoral 12. Others
and Democracy (Plz specify)
Education
11. Ethical
and informed
election
12. Capacity
building and
institutional
strengthening
13. ELCs
14. Others, Plz.
Specify
(Drop down)

Data Entry Level –ECI/CEO/DEO/ERO View Level – ECI/CEO/DEO/ERO

APPENDIX

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Communication, Outreach and Media Campaigns

Print Media (News Paper) - Public Notice and Advertisement
Sr. Target Group Theme Languages – Category (Drop Number Size of Whether Paid / Relevant Remarks
No 1. General Voter 1. Voter Registration (Drop down) Down) of Advt. Advt. (in Creatives CSR Office Max 50
2. PwD 2. SSR 1. Hindi • Coloured /Public LXB uploaded Order Chars.
3. Third Genders 3. Bridging the gender 2. English Public Notice Notice Format) on ECI to be (to be
4. Women gap 3. Punjabi • Coloured during the – (to be SVEEP uploaded filled
5. Homeless 4. Voter participation 4. Urdu Advertisement reporting filled) Portal
6. Young Voters 5. Urban and Youth 5……….. • B&W Public period (Yes/
7. Sr Citizens Apathy 6…………. Notice (to be No)-Drop
8. Service Voter 6. Leveraging 7…………. • Coloured filled) Down
9. Overseas Technology for 8………. Advertisement
10. Sex Worker Elections 9……….
11. Migrants 7. Accessible Election 10………..
12. Marginalised 8. EVM/VVPAT 11. Others
13. Conflict awareness (Please
areas 9. Inclussive election specify)
14. Low 10. Electoral and
Enrolment Area Democracy Education
15. Other , 11. Ethical and
Plz. Specify informed election
(Drop down) 12. Capacity building
and institutional
strengthening
13. ELCs
14. Others , Plz .Specify
(Drop down)

Data Entry Level – ECI/CEO /DEO View Level - ECI/CEO /DEO

Awareness through News coverage in Newspapers

Sr. No Language - Drop Press release/Media Numbers of Remarks
down Interaction with topic Newspapers covered Max 50 Chars.
1. Hindi (Max 30 chars) and the release (to be filled)
2. English date ( to be filled) (to be filled)
3. Punjabi
4. Urdu
5. Others (Please
specify)
APPENDIX

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Advertisement on TV, Radio and Cinema Halls

Sr. Theme Target Group Category Name of No. of Spots/ Duration of Whether Paid/ Relevant Remarks
No 1. Voter 1. General Voter (Drop Down) Channel impressions/ Advertisement/ Creatives / CSR Office Max 50
Registration 2. PwD 1. TV DD, views per jingle/ Talk Program/ Order Chars.
2. SSR 3. Third 2 Cable TV DD, day show/ video/ video etc. to be (to be
3. Bridging the Genders 3. Web TV Local (to be filled) image uploaded uploaded filled)
gender gap 4. Women 4. Slides / TV… )FM on ECI
4. Voter 5. Homeless Film Radio (Drop down) SVEEP
participation 6. Young Voters 5. Radio (… MHz), and to be filled Portal
5. Urban and 7. Sr Citizens 6. Community etc/ Total (Yes/No)
Youth Apathy 8. Service Voter Radio No. of Drop Down
6. Leveraging 9. Overseas 7. Web Radio Screens
Technology for 10. Sex Worker 8.Cinema Hall of
Elections 11. Migrants 9. Others Cinema
7. Accessible 12. Marginalised (Please Halls
Election 13. Conflict specify) (To be
8. EVM/VVPAT areas filled)
awareness 14. Low
9. Inclussive Enrolment Area
election 15. Other,
10. Electoral Plz. Specify
and Democracy (Drop down)
Education
11. Ethical
and informed
election
12. Capacity
building and
institutional
strengthening
13. ELCs
14. Others, Plz.
Specify
(Drop down)

Data Entry Level – ECI/CEO /DEO View Level - ECI/CEO /DEO

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Outdoor Publicity
Sr. Theme Target Group Site location / Category of display Size of Number/ Whether Paid/ Relevant Remarks
No 1. Voter 1. General Voter medium (Drop down) Advt. Quantity Creative CSR office Max 50
Registration 2. PwD (Drop Down) 1. Hoarding In ft. (to be uploaded Order Chars.
2. SSR 3. Third 1. Along Road / 2. Banner (L X B filled) on ECI to be (to be
3.Bridging the Genders Street 3.Poster Format) SVEEP uploaded filled)
gender gap 4. Women 2. Park 4. Unipole (to be Portal
4. Voter 5. Homeless 3. BQS 5. Standing Panel filled) (Yes/
participation 6. Young Voters 4. Govt. office 6. Subway Panel No) Drop
5. Urban and 7. Sr Citizens complex 7. pamphlet Down
Youth Apathy 8. Service Voter 5. Hospitals 8. Transport
6. Leveraging 9. Overseas 6. Educational Vehicle
Technology 10. Sex Worker Institutes 9. Selfie points
for Elections 11. Migrants 7. Railway Station 10. utility bill
7. Accessible 12. Marginalised 8. Market place 11. Others
Election 13. Conflict 9. Residential (Plz. Specify)
8. EVM/VVPAT areas Colony
awareness 14. Low 10. Municipal
9. Inclussive Enrolment Area Toilet
election 15. Pamphlet 11. Municipal
10. Electoral Distribution Garbage Site
and (Direct or 12. Inside Metro
Democracy through Train
Education Newspapers) 13. Inside Railway
11. Ethical 16. Other, Train
and informed Plz. Specify 14. Wrapping on
election (Drop down) Railway Train
12. Capacity 15. Wrapping on
building and Metro Train
institutional 16. Wrapping
strengthening on Bus
13. ELCs 17. Wrapping on
14. Others , any vehicle, Plz.
Plz. Specify specify
(Drop down) 18.Rail Rath
19. Metro Rath
20. Tractor
Trolley
21. Boat.
22. Water bill
23. Electricity Bill
24. Mobile Bill
25. Railway Ticket
26. Others
(Plz. Specify)

2
APPENDIX

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SVEEP through Announcement and Scroll

Sr. Theme Target Group Category Numbers/ In case of Duration of Whether Paid/ Relevant Remarks
No 1. Voter 1. General Voter Drop down. Quantity / announcement announcement/ Creative’s CSR office Max 50
Registration 2. PwD 1. Municipal insertions Metro Station/ Jingle (to be / Pics, Order Chars.
2.SSR 3. Third Vehicles during the Railway Station filled) uploaded to be (to be
3. Bridging Genders 2. Metro period (Name to be on ECI uploaded filled)
the gender 4. Women Station (to be filled) SVEEP
gap 5. Homeless 3. Railway filled)) Portal
4. Voter 6. Young Voters Station In case of (Yes/
participation 7. Sr Citizens 4. Munadi Scroll Text No)-Drop
5. Urban and 8. Service Voter 5. Bus Message Down
Youth Apathy 9. Overseas Station (being
6. Leveraging 10. Sex Worker 6. Religious Scrolled)
Technology 11. Migrants places/ (to be filled)
for Elections 12. Marginalised place of
7. Accessible 13. Conflict Worship
Election areas 7. Bus
8. EVM/VVPAT 14. Low 8. Cable TV
awareness Enrolment Area 9. In Malls
9. Inclussive 15. Other, 10. In
election Plz. Specify Markets
10. Electoral (Drop down) 11. Others
and (Please
Democracy specify)
Education
11. Ethical
and informed
election
12. Capacity
building and
institutional
strengthening
13. ELCs
14. Others,
Plz. Specify
(Drop down)

Data Entry Level – ECI/CEO /DEO View Level - ECI/CEO /DEO

APPENDIX

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Branding at Electoral offices

Sr. Level Type of Numbers / Theme Paid / Relevant Remarks
No 1. CEO display Quantity 1. Voter Registration CSR Office Max 50
Office (Drop (To be 2. SSR Order Chars.
2. DEO Down) filled) 3. Bridging the gender to be (to be
Office 1.Hoarding gap uploaded filled)
3. ERO 2.Banner 4. Voter participation
Office 3.Poster 5. Urban and Youth
4. Voter 4. e-display Apathy
Centre / Digital 6. Leveraging
5. PSL. panel Technology for Elections
6. CSC 5.Any other 7. Accessible Election
7. Other (Plz. 8. EVM/VVPAT awareness
Plz. specify) 9.Inclussive election
specify 10. Electoral and
Drop Democracy Education
Down 11. Ethical and informed
election
12. Capacity building
and institutional
strengthening
13. ELCs
14. Others, Plz. Specify
(Drop down)

Data Entry Level – ECI/ CEO /DEO /ERO/BLO Supervisor

View Level – ECI/ CEO/ DEO /ERO/BLO Supervisor
APPENDIX

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Advertisement on Social Media

Sr. Theme Target Group Category of Whether Number of Number Numbers/ In case Paid/ Remarks
No. 1. Voter 1. General Voter Account – account followers of View/ Quantity of Video Free Max 50
Registration 2. PwD Drop down authenticated on the Reach of Images/ Duration /CSR Chars.
2. SSR 3. Third Genders 1. Instagram (Yes/No) day of (Monthly) Gif posted and size: (to be
3. Bridging the 4. Women 2. Twitter reporting of the during the Separate filled)
gender gap 5. Homeless 3. Face book (to be most reporting entry
4. Voter 6. Young Voters 4. YouTube filled) popular month for each
participation 7. Sr Citizens 5.Club House post (to be post
5. Urban and 8. Service Voter 6.Others filled) (to be
Youth Apathy 9. Overseas (Please filled)
6. Leveraging 10. Sex Worker specify)
Technology for 11. Migrants
Elections 12. Marginalised
7. Accessible 13. Conflict
Election areas
8. EVM/VVPAT 14. Low
awareness Enrolment Area
9. Inclussive 15. Other,
election Plz. Specify
10. Electoral (Drop down)
and Democracy
Education
11. Ethical
and informed
election
12. Capacity
building and
institutional
strengthening
13. ELCs
14. Others,
Plz. Specify
(Drop down)

Data Entry Level – ECI/CEO /DEO/ERO View Level - ECI/CEO /DEO /ERO

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Social Mobilization
Sr. Theme Target Group category Approximate date of Paid Relevant Remarks
No 1. Voter 1. General Voter (Drop Down) Number Of event and /CSR Office Max 50
Registration 2. PwD 1. Cultural event Participants description Order Chars.
2. SSR 3. Third Genders 2. Mega Show (Drop Down): – to be (to be filled
3. Bridging the 4. Women 3. Nukkad Natak 1. 50 < (to be filled uploaded
gender gap 5. Homeless 4. Bike Rally 2. 50 <200 Max 100
4. Voter 6. Young Voters 5. Marathon 3. 200 <500 characters)
participation 7. Sr Citizens 6. Cycle Race 4. 500<1000
5. Urban and 8. Service Voter 7. Sports 5. 1000<2000
Youth Apathy 9. Overseas Competition 6. More than
6. Leveraging 10. Sex Worker 8. Rangoli 2000
Technology for 11. Migrants 9. Candle walking
Elections 12. Marginalised 10. Magical Show
7. Accessible 13. Conflict areas 11. Human Chain
Election 14. Low Enrolment 12. Rally
8. EVM/VVPAT Area 13. Prabhat Pheri
awareness 15. Other, 14. Inter Personal
9. Inclussive Plz. Specify Communication
election (Drop down) activities
10. Electoral 15. Other
and Democracy (Plz specify)
Education
11. Ethical
and informed
election
12. Capacity
building and
institutional
strengthening
13. ELCs
14. Others, Plz.
Specify
(Drop down)

Data Entry Level – ECI/ CEO /DEO View Level – ECI/ CEO/ DEO
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Special Camps/Help Desk at popular events

Sr. Theme Target Group Number Total Relevant Remarks
No 1. Voter Registration 1. General Voter of such number of Office Max 50 Chars.
2. SSR 2. PwD Camps/ help Forms Order (to be filled)
3. Bridging the 3. Third desks at Collected to be
gender gap Genders any cultural against uploaded
4. Voter participation 4. Women event, mela, each
5. Urban and Youth 5. Homeless fete expo category
Apathy 6. Young Voters etc. (to be (to be
6. Leveraging 7. Sr Citizens filled) filled)
Technology for 8. Service Voter
Elections 9. Overseas
7. Accessible 10. Sex Worker
Election 11. Migrants
8. EVM/VVPAT 12. Marginalised
awareness 13. Conflict
9. Inclussive election areas
10. Electoral 14. Low
and Democracy Enrolment Area
Education 15. Other,
11. Ethical and Plz. Specify
informed election (Drop down)
12. Capacity building
and institutional
strengthening
13. ELCs
14. Others, Plz.
Specify
(Drop down)

Data Entry Level –ECI/CEO/DEO View Level – ECI/ CEO/DEO

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Promotion on Digital Media

Sr Theme Target Group Category of Name Size of No. of Whether Paid/ Relevant Remarks
No 1. Voter 1. General Voter Platform – of the Advt. Impressions Creative Free/ Office Max 50
Registration 2. PwD Drop down Website (L X B) / views per uploaded CSR Order Chars.
2. SSR 3. Third 1. Website /OTT Format) – day (to be on ECI to be (to be
3. Bridging the Genders 2. OTT (to be (to be filled) or SVEEP uploaded filled)
gender gap 4. Women 3. Others filled) filled) “Permanently Portal
4. Voter 5. Homeless (Please Jagran. placed” If on (Yes/
participation 6. Young Voters specify) com, the website No)-Drop
5. Urban and 7. Sr Citizens Hindustan of Govt Down
Youth Apathy 8. Service Voter times.com Deptt/Pvt.
6. Leveraging 9. Overseas etc. Organization
Technology for 10. Sex Worker etc.
Elections 11. Migrants
7. Accessible 12. Marginalised
Election 13. Conflict
8. EVM/VVPAT areas
awareness 14. Low
9. Inclussive Enrolment Area
election 15. Other,
10. Electoral Plz. Specify
and Democracy (Drop down)
Education
11. Ethical and
informed election
12. Capacity
building and
institutional
strengthening
13. ELCs
14. Others, Plz.
Specify
(Drop down)

Data Entry Level – ECI/CEO /DEO View Level - ECI/CEO /DEO

APPENDIX

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Promotion through Messaging

Sr. Theme Target Group Category Numbers/ Category Whether Paid/ Relevant Remarks
No 1. Voter 1. General Voter (Drop Down) Quantity of the matter/ CSR Office Max 50
Registration 2. PwD • SMS (to be persons Creatives / Order Chars.
2. SSR 3. Third Genders • Whats app filled) to whom Video/Gif to be (to be filled)
3. Bridging the 4. Women • Telegram message uploaded on uploaded
gender gap 5. Homeless • Others sent ECI SVEEP
4. Voter 6. Young Voters (Pl Specify) (Drop Portal
participation 7. Sr Citizens Down) (Yes/No)
5. Urban and 8. Service Voter 1. General Drop Down
Youth Apathy 9. Overseas Public
6. Leveraging 10. Sex Worker 2. Young
Technology for 11. Migrants Voter
Elections 12. Marginalised 3. Women
7. Accessible 13. Conflict 4. Third
Election areas Gender
8. EVM/VVPAT 14. Low 5.
awareness Enrolment Area Students
9. Inclussive 15. Other, 6. PwDs
election Plz. Specify 7. Others
10. Electoral (Drop down) (Please
and Democracy Specify)
Education
11. Ethical
and informed
election
12. Capacity
building and
institutional
strengthening
13. ELCs
14. Others, Plz.
Specify
(Drop down)

Data Entry Level – ECI/ CEO View Level – ECI/ CEO/ DEO

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EVM-VVPAT Awareness
Sr Number Number Total Number Total Number of Paid / Relevant Office Remarks
No of Static of Mobile of vehicles/ persons (static CSR Order to be Max 50
Location Location Vans engaged + mobile) of uploaded Chars.
during the Mock poll in (to be
period EVM VVPAT filled
Awareness

Data Entry Level – DEO View Level – ECI/ CEO/ DEO

Institutional Strengthening/Capacity Building

HR Augmentation / Survey & Planning
Sr. Activity Details (with Details Relevant Remarks
No 1. SVEEP action Plan developed (Y/N) name) for 4,5 (in Office Max 50
2. Status of SVEEP HR in max max 50 Order to be Chars.
3. Engagement of SVEEP Consultant/ 25 chars. chars) uploaded (to be filled
manager etc (Separate
4. KAP /other survey line for each
5. Situation analysis & strategy official)
preparation
6. Others (Pl. Specify)

Data Entry Level – ECI/CEO View Level – ECI/ CEO/ DEO

APPENDIX

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SVEEP Consultations and Hiring of Agencies

Sr No Engagement/ Name & Validity/ Engagement Relevant Remarks
Formation Details Period (in case of Office Max 50
(Drop down) Sr. No 5 Core Order to be Chars.
1. Core Committee Committee , please uploaded (to be filled)
Formation mention date of
2. Outdoor Media meeting)
Agency
3. Electronic /Digital
Media Agency
4. Social Media Agency
5. Creative (Static
/ Video) Designing
Agency
6. Core Committee
7. Others (Pl. Specify)

Data Entry Level –ECI/CEO/DEO View Level ECI/CEO/DEO

SVEEP Training
Sr No List of Category of Participants Number of Paid/ CSR Relevant Remarks
Modules 1. Booth Level Officers Training / Office Max 50
(topic (BLOs) during the Order to be Chars.
wise) 2. Booth Awareness period uploaded (to be filled)
(Drop Groups (BAGs) (to be filled)
down) 3. DEOs
4. SNOs/SVEEP
consultants
5. Campus Ambassadors
6. CSO Partners
7. CSR Partners
8. Government Partners
9. Media Partners
10. Mo I & B Partners
11. RO/ARO
12. ERO/AERO
13. Others (Pl. Specify)

2
APPENDIX

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Icons Details and activities

Sr No Name of Description about Number of Activities / Description Remarks
Icon with Icon (Category of icon events performed by of activities Max 50 Chars.
Photograph like PwD,Youth etc. the icon during the maximum 50 (to be filled)
and target group base) period characters
also to be mentioned)
(Max 50 Characters)

Data Entry Level –ECI/CEO/DEO/ERO View Level ECI/CEO/DEO

Innovations/ Good Practices: During the Period

Sr. Category of the Description Value Area Documentation Remarks
No Persons Benefited of added name (Success Max 50
(Drop down) Innovative by the where stories/ Best Chars.
1.General Voter Activities innovation activities Practices (to be filled)
2.PwD (Max 50 (Max 50 done details to be
3.Third Genders Chars.) Chars) uploaded)
4. Women
5.Homeless
6.Young Voters
7.Sr Citizens
8. Service Voter
9. Overseas
10. Sex Worker
11.Migrants
12.Marginalised
13.Conflict areas
14.Low Enrolment
Area
15. Other,
Plz. Specify
(Drop down)
1
2
3
Data Entry Level –ECI/CEO/DEO/ERO View Level ECI/CEO/DEO/ERO
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Expenditure & Budget

Expenditure Incurred
Sr. Category Exp Cumulative Exp under Cumulative Total Cumulative
No (Drop down) under Exp under General exp under Expenditure exp
1. Situation Analysis, Gap SVEEP SVEEP Fund/ State General during the (during the
Analysis and formulating Fund Fund budget Fund/ State period Financial
Strategy/Action Plan (during during the (during the budget Year)
2. Special Interventions the financial reported (during the
to Address Low Voter reported year month) Financial
Turnout month) Year)
3. Targeted Interventions
4. Communication,
Outreach and Media
Campaigns ((360 Degree
Communication)
Sub cat: (i), (ii),
(iii), (iv)
5. Flagship Programmes
(NVD, SSR, ELC)
Sub Cat: (i), (ii),
(iii)
6. Training and Capacity
Building
7. Institutional
Strengthening
8. Knowledge
Management
9. Other Operational
Expenses/ Miscellaneous

Data Entry Level – ECI/CEO/DEO View Level ECI/CEO/DEO

APPENDIX

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Budget (Annual Requirement)

Sr. Category Sub category (Drop down) Funds Required
No (Drop down) 4. (i) Content creation and (INR)
1. Situation Analysis, Gap Analysis and dissemination through
formulating Strategy/Action Plan Traditional Media and Social
2. Special Interventions to Address Low Voter Mobilisation etc.
Turnout (ii) Social and Digital Media
3. Targeted Interventions (iii) IT/ICT Interventions
4. Communication, Outreach and Media (Mobile Apps, Web Applications
Campaigns (360 Degree Communication) and Modules, Portals, SMS,
(i) WhatsApp, Chatbots etc)
(ii) (iv) Activities with partners and
(iii) collaborators/ Engagement with
(iv) Icons
5. Flagship Programmes (NVD,SSR,ELC) (v) Innovations and New
(i) Initiatives
(ii)
(iii) 5. (i) NVD
6. Training and Capacity Building (ii) SSR
7. Institutional Strengthening (iii) ELC
8. Knowledge Management
9. Other Operational Expenses/ Miscellaneous

Data Entry Level – ECI/CEO/DEO View Level ECI/CEO/DEO

APPENDIX

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 ANNEXURE
 ANNEXURE 1: Assured Minimum Facilities (AMF)
 ANNEXURE 2: Recommendations of Working
Groups (Post General Elections 2019)
 ANNEXURE 3: SVEEP Initiatives by
Poll Gone States
 ANNEXURE 4: Setting up of National SVEEP
Core Committee
 ANNEXURE 5: Types of Disabilities
 ANNEXURE 6: ELC current status
 ANNEXURE 7: Election Event Horizon
 ANNEXURE 8: Planning for 360 degree
Multimedia Campaign

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Annexure 1: Assured Minimum Facilities (AMF)

ln continuation to the Commission’s instructions No.464/INST-BMF/2013-EpS dated
27th January, 2014, No. 464/INST/2016-EPS dated 12th September, 2016 and No. 464/
INST/2016-EPS dated 21st December, 2016. The Commission has re-considered the
matter and directed that Assured Minimum Facilities (AMF) shall be provided by the
DEOs at each polling station at the time of poll. These basic minimum facilities are:
1. Provision for ramp - A ramp of slope 1:10 or less should be provided at the
polling station to facilitate the PwD (Persons with Disabilities) voters, as per
the directions of the Hon’ble Supreme Court of India. ln the polling stations
where permanent ramps have not been provided; temporary ramps should be
provided.
2. Provision for drinking water - There should be a proper arrangement for
drinking water facilities (300 Litres drinking water pot with disposable glasses)
at the polling station(s). ln case, there is no provision for drinking water, make
adequate arrangements at the polling station(s) for storage of drinking water
pots and one employee or a daily wage-earner shall be deployed at the polling
station(s) to refill the water pots and to serve water to the voters standing in
the queue.
3. Adequate Furniture - There should be proper provision for basic amenities
like tables, chairs and benches for voters standing in the queue at the polling
stations.
4. Medical Kit - Make sure a medical kit containing paracetamol medicine &
items like gauze pads (4x4 inches), large gauze pads, adhesive bandages,
rolling bandage, ORS, triangular bandages, wound cleaning agent, scissors,
blank tweezers, adhesive tape, latex gloves, resuscitation equipment etc.,
along with a medical attendant should be made available at each polling
station for emergency use of voters.
5. Proper lighting/Electricity arrangements - Make sure that the inside of the
voting compartment is sufficiently lighted. lf necessary, arrangement for
suitable lighting should be done for each compartment. However, halogen
lamps or 200-watt bulbs to be strictly avoided directly above or in front of the
voting compartment. There should be proper electricity arrangements at the
polling stations. lf the power connection is available; the condition of switches/
bulbs/fans should be checked. lf power connection is not there, alternative
ANNEXURE

arrangement should be made by hiring of generator sets etc. so that, on the

poll day, those polling stations are properly lighted.
6. Help Desk - ln the polling booth locations having multiple polling stations,
a help desk should be set up with the objective of providing assistance to
the voter, facilitating the voters to locate their particular polling station and

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issuance of voter slips. The Help Desk shall be set up at a prominent spot so
that the same is easily visible and approachable as voters visit the premise/
building. The Help Desk should be manned by a Booth Level Officer (BLO) who
should be supplied with an alphabetical list of electors.
7. Proper Signage - Proper Signage should be put at the polling station locations
for guidance of the voters about the route/layout of the location, facilities
available (like ramp, toilet, drinking water etc) and Help Desk.
8. Toilets - There should be separate toilet for men and women voters. lf two
toilets are not available, pucca one should be earmarked for female voters and
one temporary toilet may be provided for male voters. One employee or a daily
wage-earner shall be deployed to keep the toilet clean throughout the day.
9. Shade in Polling Station - Tented arrangement for shades with the size of 15 X
15 Sq Ft. should be made available at each polling station for the ladies/ senior
citizens/differently-abled voters and children accompanying them.
10. Volunteers - Volunteers from NCC/NSS/Scout & Guides/ Chunavi Pathshala
should be deployed to manage the voters’ queue. Volunteers should be
provided to assist the PwD voters to reach the polling station. The volunteers
shall guide the PwD electors upto the entrance of polling station. inside the
polling station, such PwD electors shall be assisted by polling staff. The age of
volunteers should be less than 18 years. There should be arrangements for food
for the volunteers engaged at the polling station on the day of the poll. The CEO
shall prepare a detailed ‘Does and Don’ts’ for the volunteers.
11. Provision for Food - There should be an arrangement for food for the volunteers
engaged at the polling stations during the poll day.
12. Provision for Creche for children - There should be proper arrangement for
creche at each polling station for children accompanying the electors. One
trained attendant should be deployed to take care of these children.
13. Provision for Transport Facility: Persons with visual and locomotive disabilities
and infirmed voters with impaired movement should be provided with public
transport. lf public transport is not available, private vehicles should be hired
for the purpose.
14. Queue Management: There should be three queues at the polling station: one
for male voters, one for ladies’ voters and another for senior citizens and PwD
electors. As per present practice, one male elector should be allowed to vote
per two female electors. Preference should be given to senior citizens and PwD
ANNEXURE

electors.
15. Display of Voter Facilitation Posters: As per present practice, there are four
posters to be displayed at the polling station to disseminate information to
the electors. These four posters should be numbered as ¼, 2/4,3/4 and 4/4
respectively.

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Annexure 2: Recommendations of Working Groups (Post

General Elections 2019)
To deliberate on the learnings of the 2019 General Elections and to identify areas
of concern, the Commission had set up Working Groups on various broad themes
encompassing several topics on election management. After numerous deliberations and
detailed discussions, the working groups submitted the following recommendations:

Group 1: Electoral Roll and Polling Stations

Recommendations
1. Strengthening electoral services delivery to the citizens by utilizing the network
of Electoral Services Centres (ESCs) and Voter Facilitation Centres (VFCs).
2. Door-step electoral services to PwDs, Senior citizens (80+ years) and third
gender.
3. Pre-registration for citizens attaining 17 years on NVSP and voter helpline app
through facilitation in schools and colleges
4. Processing/maintaining the Electoral rolls of Graduates’ and Teachers’
constituency may be done on ERO Net for states concerned.
5. Single simplified Form for registration, modification and deletion of an entry in
the electoral roll.
6. Revamping the BLO system to make it citizen-friendly. States may move towards
a full time BLO system in a phased manner.
7. Provision for e-EPIC for general as well as overseas elector.
8. Half-yearly publication of electoral rolls on 1st January and 1st July of every year.

Group 2: Election Planning, Security Management, Observers

Recommendations
1. Modern election planning portal for conducting elections. Dedicated planning
units at CEO offices
2. Setting up accessibility portal and Cell for mapping of PwDs and voters above
80 years and preparing comprehensive accessibility plan for every Polling
Station, AC, PC, district and State/UT.
3. Electoral Atlas for digital thematic mapping of PCs, ACs, and polling stations
on themes such as vulnerability, expenditure sensitivity, communication
coverage/shadow, criticality, security related challenges, accessibility and so
ANNEXURE

on.
4. Comprehensive digital election management plans for all polling booths, ACs,
PCs, districts, states/UTs.
5. Modern Election Planning Units in all CEOs office
6. Digital Planning Calendar for ECI, CEO, DEO, ROs, BLOs.

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7. Meeting of CS & DGP and Senior Officials of State to be held six months before
expiry of the term of the house with specific directions to ensure-
i. Implementation of transfer policy at least six months prior to expiry of term
of the house,
ii. Assured Minimum Facility (AMF) at polling booths within next two months.
iii. In order to address the issue of shortage of polling staff, institutions
like private banks and schools, cooperative institutions etc. be brought
within the purview of section 159(2) of R.P Act 1951. Also, list of exempted
government departments be reviewed and DEO be delegated with powers
to decide their engagement in election related work.
iv. GIS tools should be used extensively for election planning like location
of booths, rout chart preparations, vulnerability mapping, deployment of
CAPF, preparedness of booths with regard to AMF, data base of previous
election relating to incidents, MCC violation also can be mapped for better
monitoring.
v. Enhanced remuneration should be provided to polling personnel deployed
in insurgency prone areas.
vi. Remuneration for polling staff which has not been revised since 2014,
should be doubled.
vii. One General Observer shall be appointed for 2-3 ACs in normal circumstances
sensitive AC may have independent observer.
viii. Those officers who have conducted elections earlier in the capacity of RO/
DEO should only be appointed as general observers.
ix. They should also be trained adequately in IIIDEM prior to deployment.

Group 3: EVM and VVPAT, Election Materials

Recommendations
1. Permanent installation of night vision CCTV cameras inside and outside the
ware­houses of EVMs and VVPATs with set protocol for retention of CCTV data
2. Depending on the distances and need, dedicated and secure EVMs/VVPATs
warehouses at AC/tehsil, district and regional levels to be provided
3. Use of warehouses of EVM/VVPAT as strong rooms after counting to avoid
prolonged storage at educational and other institutions
4. For smooth functioning and handling, steps being taken for adoption of Inde­
lible Ink Pen with different colour ink for different election (AC/PC)
ANNEXURE

5. For convenience, and for saving time, establishment of Regional Repair Hubs
for EVMs/ VVPATs across the country by BEL/ECIL
6. Wherever feasible, Inter Sate trans­portation of EVMs/VVPATs in sealed

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containers by Railways for improved security.

7. Replacement of thread seals with plastic/metal wired seals, for tamper proof
sealing and enhanced security.

Group 4: Election Expenditure Monitoring

Recommendations
1. Effective MIS for monitoring cases with regard to Electoral Offences
2. Modernizing Nomination filing
i. Online nomination system with ERONet based authentication. E-affidavit
to be introduced. Attempt pilot in Bihar Elections.*
ii. Item no. 7 A & B: Shares /de­bentures/bonds/units of MF etc. if held in joint
names should be covered and relationship with joint owner should be
declared- relevant column to be added
iii. Item 9 B: Note should be inserted in respect of joint contracts also and
should ask for details of name of the work, date of agreement, value of the
work and the present status of execution and may be called for all works in
r/of Self, Spouse, dependents and joint works with 3rd parties.
3. Expenditure of candidates
i. Pre-nomination expenses from date of announcement/notification of
election should be added to the election expenditure of candidates who
eventually get nominated. – A detailed proposal for amendment in law.
ii. Online filing of expenditure by candidates/ agents/ political parties. Portal
to close after 30 days to avoid backdating. – E-mail/mobile service of
notices.
4. Political Party Expenditure
i. Cap on expenses made by the party similar to candidates may be provided.
ii. Online filing of periodic and final expenditure by political parties.
iii. A separate, new bank account for the Political Parties for election purposes.
iv. Breaching the prescribed limit should lead to graded penalties, including
de-registration of the Party by ECI.
5. Other suggestions
i. Amendment in Rule 86 of CoE Rules, 1961-to ensure that publicity of
criminal antecedents is accounted for by candidates
ii. Increase in the candidates’ expenditure limit in keeping with Cost Inflation
Index and increase in size of electorate (last revised in 2014)#
ANNEXURE

Group 5: SVEEP, Media, Paid News and Social Media

Recommendations
A. SVEEP
1. Institutional Strengthening

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a. Institutional partnerships-CII/FICCI/ASSOCHAM/PSUs/ Postal & Banking

network, NID
b. Digital platform to track ELC activity – ELC Festival- Tie-up with MHRD,
WCD, RD, Apex youth organizations
c. MY BLO MY FRIEND (BLO Icon)
d. Inclusion of election process in school/ college curriculum
2. New Outreach Media
a. Setting up of web-radio and web-TV to upload SVEEP material on ECI/CEO/
DEO website and Social Media Platforms.#
b. Tie-up with DD and AIR maybe done to launch ECI’s periodic Programmes.
c. ECI Community Radio*
d. Enhanced digital footprint, similar to Josh Talks/Ted Talks
3. Augmenting Budget (Policy Change)
a. Mandatory 10% earmarking of total election budget for SVEEP outreach
4. Strengthening Monitoring and Evaluation
a. Impact study of SVEEP to be done to understand future requirements of
SVEEP and workout action accordingly.

B. Social Media and Paid News

1. Strengthening of the Social Media Cells at CEOs and DEOs level.*
2. Detailed SOP for monitoring Social Media Platforms, esp. Expenditure
Monitoring
3. Clarity on Silence Period during phased elections (Sec.126, Act amendment)
4. Mechanism to takedown the undesired posts from the Social Media Platforms.
5. MCMC to be strengthened further in view of Social Media messages
6. Online interface for issuing Authority Letter to media
7. Exit poll cannot be published before half an hour of close of poll, but there can
be relaxation in conducting the survey
8. Social Media handles of political parties – content pre-certified

Group 6: IT & ICT

Recommendations
1. Revamping of Citizen centric ICT services Enhancing ICT by involving mobile-
based eEPIC, form submission and tracking, push notifications, GIS based
ANNEXURE

information, form simplification and field verification. Use of other Government

agencies and integration into the Aadhaar, incorporation of data privacy
provisions and online analytics tool for improving the health of electoral roll.
2. Improving existing Conduct of Elections Applications by consolidating and
integrating various applications by development of Election Planning System,

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observer management, vacancy calculator, election scheduler and Manpower

Management and Online Candidate# Nomination facility.
3. Introduction of Booth App# technology for faster voter identification, advanced
queue management and simplification of poll day reporting mechanism.
4. Electronically Transmitted Postal Ballot System simplicity and higher enrolment
of service voters.
5. Introduction of online Voting mechanism using Blockchain technology to
provide facility to vote from anywhere initially for migrant voters.
6. Introduction of giving unique media pre-certification ID for advertisement
made by political party / candidates which can be verified and authenticated.
7. Setting up of ECI Datacenter & Data Centre Infrastructure, moving all application
in the ECI secured ecosystem, permanent structure of Information Technology
resources at ECI, Technology Research & Development Lab and increasing
cyber security posture for robust and secured data management of Voters.
8. Setting up Collaboration with Election Management Bodies for wider information
sharing on cyber threats, cyber mitigation and Information Technology.
Conduct of study tours for benchmarking and cross-learning on Information
Technology.

Group 7: Training and Capacity Building

Recommendations
A. TRAINING
1. Training Material:
2. Thematic: New Focus
a. GIS: Basic & Advanced Course
b. Election Planning
c. Security Management

B. PEDAGOGY – New Focus

1. E-Learning
a. Shift to e-learning platform
b. Self-learning & Certification
c. 3rd Party Certification
d. Use of SWAYAM platform but IIIDEM should obtain services of high quality
technical and content aggregators
ANNEXURE

2. Case Study Methodology

a. LBSNAA/ISB/IIM Method

C. New Target Groups

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a. Media Persons
b. Political Party Representatives
c. Civil Society Organizations (CSOs)

D. Capacity Building – CEO Office

a. Training Coordinator in CEO Office
b. Knowledge Resource Centre in every CEO/DEO Office to link up electronically
with ECI/IIIDEM library
E. Strengthening of IIIDEM
a. Strategic action plan of IIIDEM should be suitably modified with changing
staffing requirement from MBA to sufficient field experience in Election
Management at different levels
b. Training Calendars customized for every State
c. Continuous updating and pruning the number of NLMTs and selection
of NLMTs from serving/retired officials as well professionals having
background in election management.

Group 8: Electoral Reforms, Law, SDR & Political Party

Recommendations
1. Online voting and onsite voting/proxy voting for NRIs/extension of postal ballot
to Migrants.
i. The need for a unique ID no. for voters was recommended as a pre-requisite
for any such facility.
ii. The proposal for linking EPIC with Aadhar has already been sent to Law
Ministry.*
2. Dynamic Electoral rolls
i. A proposal for four different dates was sent by the commission to the Law
Ministry. *
3. Biometric based authentication of electors/ Linking aadhaar with EPIC
i. It was discussed that making available the required machinery and
facilities at polling booth, would be a matter of concern.
ii. However, the proposal for linking of aadhaar with EPIC has already been
recommended by the Commission and is under process in Ministry of Law.
4. Symbol Allotment-
ANNEXURE

i. CEO MP suggested that all symbols should be frozen before the start of
election irrespective of any political party wanting to field candidates in 5%
or 10% of the seats.
ii. Political party division may examine it.
5. Amendment in Section 159 in The Representation of the People Act, 1951

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i. It was pointed out that private persons and contractual staff shall also be
included for the purpose of election duties.
ii. For this, it was agreed that section 159 needs to be revisited as it handicaps
the DEO (as the requisition order can be given by a CEO only).
6. Rejection of nomination paper under Rule 13 of The Election Symbols
(Reservation and Allotment) Order, 1968
i. It was discussed that submitting Form A to CEOs again, once it is submitted
to the RO creates unnecessary hassle.
ii. SDR/Political division may examine it.
7. Strengthening of the Office of the CEO/DEO/ERO on legal issue
i. Possibilities as to engaging a permanent Law Officer in CEO office was
discussed.
ii. It was expressed that requirement of legal officers would be primarily
during elections.
iii. To be discussed further.
8. Social media regulation
i. ECI has already made a proposal to include election matters in the proposed
amendments in Infor­mation Technology (Inter­mediaries Guidelines) Rules,
2011.
ii. Voluntary Code of Ethics has been evolved and Media Division is taking
action on need basis.
9. Changes in ERO-NET for name addition in E-roll
i. Suggestion regarding doing away of 7-days notice period to claims and
objections and to permit applications even after nomination stage was
discussed.
ii. However it was informed that this could lead to cases where name of a
candidate is removed from the roll after he becomes a contesting candidate.
10. Efficacy of lodging cases for violation of Model Code of Conduct under Section
188 of IPC.
i. It was discussed that improper invoking of Section 188 of IPC has led to
many High Courts striking down the FIRs.
ii. Focused training is needed (IIIDEM).
11. Online Filing of Nomination Paper.
i. In person presentation of Nomination Paper needs to be done away with by
amending S. 33 (1) RPA, 1951.
ANNEXURE

ii. Suitable amendments for enabling digital payments/DD etc. should be

brought in S.34 for payment of security deposit.
12. Movement of political and non- political persons during 48-hour silence period
i. After detailed discussion it was agreed that the instructions may need to
be clarified, so that private persons may not face harassment.

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ii. Planning Division may examine it.

13. Secrecy of Ballot
i. Situations of people posting their selfies with postal ballots on social media
were pointed out.
ii. It was informed that a case can be registered against such voter u/s 188
IPC r/w Rule 39 of CoE Rules 1961 and his vote can be nullified.
14. Election Petition Commission has already approved the proposals for following
amendments
i. Section 81: A proviso may be added to state that the HC can accept an
EP even after the 45 day period if the facts came to light after the 45 day
period.
ii. Section 81: A sub-section to state that an EP may be filed for declaration
that a candidate (non-returned) indulged into corrupt practice.
iii. Section 82: Amendment to reflect the judicial pronouncements on non-
inclusion of ECI / RO as party to EPs.
iv. Section 82: A proviso stating that candidates who lost their security
deposits shall not be necessary parties.
15. Updation of manuals - Ongoing.
16. Fixing of maximum election expenditure that can be incurred by a political
party
i. The Commission has already agreed to the proposal to cap maximum
expenditure of political parties to a multiple of half of maximum prescribed
limit for individual candidates with the number of candidates fielded.
ii. Limit for Pol Party = Limit for Candidates x Number of candidates fielded x
½.
17. Pre-registration of 16-17 years of age group with clear information that they
would become eligible only on the qualifying date.
 E-Roll and IT division may examine.
18. Provision of e-EPIC*
 IT division to examine.
19. Integration with Citizen facing services such as Digi-Locker and UMANG
 ICT division to examine.
20. Directorate of Prosecution
 Directorate of Prosecution
21. MIS based monitoring
ANNEXURE

 Planning/Co-ordination division

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Annexure 3: SVEEP Initiatives by Poll Gone States

State Voting % Best SVEEP Initiatives Initiatives with Suggested Failed
modifications initiatives initiatives
Assam 2021- 82.42% • Extensive campaign on social, • Engagement with • Mobile app NA
2016 -84.67% electronic & print media local social media based quiz
• State election theme song influencers to competition
promote Sveep • State level
• Engagement with Sveep icons
initiatives sports
• Targeted Sveep interventions
• Blog posts & tournaments
in low voting pockets
articles in social • Web based
• Mobile tableaus for low voter media campaigns video games
turn out areas
• Share your voting • WhatsApp/
• Mobilization Activities - story - An online Facebook
Plantation drives, Street art campaign groups for
campaign, Cyclothon for
• “Mystery gift” for information
democracy, Flash mobs
competitions to dessemination
• Traditional Sveep activities trigger curiosity
(Marathons, quiz &
competitions)

Delhi 2020 - 62.59% • Turn Around - 30 initiative - NIL Initiatives like NA

2015- 67.12% Identifying low voter turn ACs Turn Around -
• Door to door awareness 30 can be added
campaign to Sveep
outreach
• Personalised interaction with
programmes
voters
• Nukkad Natak, Magic shows,
Munadi
• EVM-VVPAT demonstration,
Publicity of Voter Helpline App
• Quiz shows
• Motivational slogans
• Pamphlet distribution
• Pick & drop facility for PwDs,
senior citizens
• Dedicated Nodal officer for
Centenarian voters

Kerala 2021- 74.06% • Social media promotion State & district level • For better New Sveep
2016- 77.1% • Distribution of posters camps for ELCs outreach, activities
Sveep should
• Door to door campaign by ELCs
• Pavilions can be adopted in
& Student police Cadet Corps in
be installed urban areas
tribal areas
for boat races,
• Mock polls for tribal voters
Poorams,
• Ad films for TV/Radio Binnale, etc.
• Postal stamps
with Sveep
slogans/images
ANNEXURE

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State Voting % Best SVEEP Initiatives Initiatives with Suggested Failed

modifications initiatives initiatives
Manipur 2022 - 90.28% • Mission 300 • Signing up new & • Employing Sveep posters
2017- 86.36% • 300 Polling stations with relevant national state & district printed in
lowest voter percentage were icons icons beyond paper
forcussed • Adding messages pro bono, if maybe totally
with/from national required abolished
• Print, radio, TV & social media
were ustilised icons • Engagement
• Designated with social
• Workshops at offices,
musical band for media
community centres, colleges,
road shows & tours influencers
etc.
• Contests with • Focus on video
• Door to door campaigns
enticing incentives messages
• Special assistance for PwDs,
transgenders, senior citizens

Meghalaya 2018- 86.65% State Election Theme Pan • Outreach • Deployment of Bulk SMS
2013- 86.82% Meghalaya theme song , programmes on poll volunteers should be
outreach through music in urban social media, road as AMF for more specific
pockets , wall graffiti, extensive shows & talks PwDs & targeted
animations, creatives through shows can be • Animated
social media, Election Talks modified videos, creative
programmes involving icons & • EVM-VVPAT illustrative
leading citizens/ stakeholders road shows, presentations
& booth outreach through workshops for
democracy vans. media, accademic
institutions,
judicial officers,
lawyers & the Hich
Court
• Wall paintings &
murals

Punjab 2022- 71.95% • Dedicated caller tune Use of LED publicity Focussed Mehandi
2017- 76.83% • Voting date imprinted on milk vans approach to design &
packets & LPG cylinders pursuade non- poster making
voters can be
• Banners at toll plazas & petrol
discarded
pumps
• Folk artists performances
• Election mascot ‘Shera’

Uttar 2022- 60.78% • Targeted approach for young/ All the mentioned • Matdata NA
Pradesh 2021- 61.04% first time electors/PwDs activities are Jaagrukta
• Use of social media/radio/TV/ sufficient Buses
print & other stakeholders like • Use of
RWA, CSOs, Civil Defense, etc. railways, Bus
• Use of Voter Awareness Forums announcement
& awareness
• Participation of State icons
via stickers,
• Online competitions like poster, posters, etc.
song, essay, video, etc.
• Banners & hoardings displayed
prominently at public places
ANNEXURE

• Workshops, seminars, cultural

programmes in universities
• Display & facilitation mobile
vans

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State Voting % Best SVEEP Initiatives Initiatives with Suggested Failed

modifications initiatives initiatives
Utttarakhand 2022- 64.81% • Mahila Chaupals Workshops with • Sveep NA
2017- 64.72% • Majboot Loktantra - Roshan PwDs, NGOs, various awareness
Uttarakhand (Strong govt. departments programmes
democracy - enlightened should be
Uttarakhand) added in
NCERT/
• Awareness programmes in
state board
every polling booth
curriculums
• Campus
awareness
forums must
be made
compulsory at
university level
• Democracy
van with
local troops
performing in
local languages

West 2016- 82.66% • Awareness through tableaux No such issue • Bulk SMS NA
Bengal 2021- 81.56% • Mobilisation drive - Cycle rallies • Web Radio
in urban areas, Walkathons • More intensive
• Quiz & competitions, Wall of use of social
democracy in schools media
• Outdoor campaign - Bus
stickering, Road paintings,
Banners, hoardings & flexes
• Development of audio jingles
• Involvement of State/district
icons
• Special programme for migrant
labours
• Street plays

Tamil Nadu 2021- 73.51% • Social media promotion • Audio/visual • Branding Every activity
2016- 74.24% • Virtual reality videos for presentations for of public has its own
awareness ELCs & Chunaav transport target
Pathshalas for easy with voter audience
• Online Sveep contest
understanding awareness & can’t be
and enhanced messages discarded
outreach • Introducing
• Charges for print an election
ads may uniformly mascot
be fixed

Bihar 2020- 57.34% • Promotion on TV & multimedia Role of Booth • Enrolment & Campus
2015- 56.66% • Door to door awareness Awareness Groups in EVM-VVPAT ambassador
& mobilisation by BLOs/ SVEEP activities awareness should be
Aanganwad via Chunaav replaced by
ANNEXURE

Pathshala & ELC co-

ELCs ordinator in
• Mock polling collegeS
activities
via Chunaav
Pathshala &
ELCs

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Annexure 4: Setting up of National SVEEP Core

Committee
It is hereby proposed to have a Core Committee of Seniors Officers of the Commission
/ Outside Experts to devise the blueprint of the next phase of SVEEP and to provide
fundamental inputs in preparation of the Strategic Communication Roadmap 2020-
2024. Accordingly, a committee is proposed as follows:

S. No. Name of Official/ Expert Designation

1 Sh. Umesh Sinha, Secretary General Chairperson

2 Ms. Sheyphali Saran, Director General, Media Member

3 Sh. Praveen Gupta, Chief Electoral Officer, Rajasthan Member

4 Sh. H. R. Srinivasa, Chief Electoral Officer, Bihar Member

5 Sh. Satyabrata Sahoo, Chief Electoral Officer, Tamil Nadu Member

6 Sh. F.R. Kharkongor, Chief Electoral Officer, Meghalaya Member

7 Sh. Nitin Khade, Chief Electoral Officer, Assam Member

8 Dr. Sadhana Rout, Sr. Consultant (SVEEP) Member

9 Sh. Santosh Ajmera, Director SVEEP Member Convener

10 Sh. Anuj Chandak, Joint Director, SVEEP and Media Jt. Convener

Sh. Ranbir Singh, CEO Delhi was subsequently inducted in the Committee.
Four meetings of the Core Committee were held:
• August 9, 2021
• November 17, 2021
• February 10, 2022
• April 18, 2022 ANNEXURE

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Annexure 5: 21 Types of Disabilities as per Disability Act 2016

The Disability Act 2016 covers the following specified disabilities:-
21 Types of Disabilities
1. Blindness
2. Low Vision
3. Leprosy Cured persons
4. Locomotor Disability
5. Dwarfism
6. Intellectual Disability
7. Mental Illness
8. Cerebral Palsy
9. Specific Learning Disabilities
10. Speech and Language disability
11. Hearing Impairment (Deaf and Hard of Hearing)
12. Muscular Dystrophy
13. Acid Attack Victim
14. Parkinson’s disease
15. Multiple Sclerosis
16. Thalassemia
17. Hemophilia
18. Sickle Cell disease
19. Autism Spectrum Disorder
20. Chronic Neurological conditions
21. Multiple Disabilities including Deaf Blindness
ANNEXURE

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Annexure 6: Status of Electoral Literacy Club (Schools/ Colleges)

and Chunav Pathshalas
(As on December 21, 2021)
States/UTs ELC future ELC New Voters Chunav Voter
voters (in (in Colleges/ Pathshalas (at Awareness
Schools) Uversitires) PS Level) Forums (VAFs)

A & N Island 26 8 172 9

Andhra Pradesh 8075 2310 34652 1042

Arunachal 219 68 2206 78

Pradesh

Assam 547 353 290 126

Bihar 2614 416 27034 828

Chandigarh 94 27 595 14

Chhattisgarh 395 51 3645 352

Dadra Nagar 26 3 308 0

Haveli

Daman and Diu 2274 0 152 2

Delhi 1211 150 8029 185

Goa 537 131 1665 98

Gujarat 5980 829 28925 4164

Haryana 5495 1700 11819 1529

Himachal Pradesh 1877 395 7792 1638

Jammu & 3698 92 7792 198

Kashmir*

Jharkhand 2661 395 26999 1280

Karnataka 24324 1424 40311 12403

ANNEXURE

Kerala 1256 2650 0 0

Lakshadweep 8 1 56 10

Madhya Pradesh 6399 2269 19795 811

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States/UTs ELC future ELC New Voters Chunav Voter

voters (in (in Colleges/ Pathshalas (at Awareness
Schools) Uversitires) PS Level) Forums

Maharashtra 5417 2499 10795 1233

Manipur 239 21 2894 7

Meghalaya 95 38 187 20

Mizoram 26 14 62 256

Nagaland 14 2227 132

Odisha 3158 794 24506 772

Puducherry 369 103 949 55

Punjab 5649 514 22849 856

Rajasthan 15898 1215 28130 7430

Sikkim 162 16 531 52

Tamilnadu 7879 1974 31399 1167

Telangana 9376 246 34708 2786

Tripura 1020 55 3324 837

Uttarakhand 1100 189 3253 832

U.P 20102 12589 95308 10934

West Bengal 6512 1598 23505 1998

Total 144718 35151 506864 54134

Grand Total 740867

ANNEXURE

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Annexure 7: Election Event Horizon

National & International Days:
• National Youth Day, 12th Jan
• National Voters’ Day, 25th Jan
• Republic Day, 26th Jan
• World Radio Day, 13th Feb
• World Water Day, 22nd March
• World Health Day, 7th April
• International Women’s Day, 8th March
• Labour Day, 1st May
• World Environment Day, 5th June
• World Day against Child Labour, 12th June
• International Day of Yoga, 21st June
• World Population Day, 11th July
• World Breastfeeding Week, 1-7 August
• International Youth Day, 12th August
• Independence Day, 15th August
• National Sports Day, 29th August
• World Senior Citizen Day, 21st August
• Teacher’s Day, 5th September
• International Literacy Day, 8th September
• International Day of Democracy, 15th September
• Gandhi Jayanti, 2nd October
• World Mental Health Day, 10th October
• World Food Day, 16th October
• Children’s Day, 14th November
• International Day for the Elimination of Violence against Women, 25th November
• World AIDS Day, 1st December
• International Day of Persons with Disability, 3rd December
• Human Rights Day, 10th December
• International Migrants Day, 18th December
ANNEXURE

National/ Regional/ Local Festivals

Fairs/ Melas/ Haats

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Annexure 8: Planning for 360 degree Multimedia Campaign

The 360 degree multimedia campaign planning may have the following steps:
• Concept note for internal discussion, and approval by SVEEP Committee
• Development of RFP for agencies
• Floating of RFP for agencies
• Briefing of agencies and queries
• Receiving of proposals and appraisal
• Selection of agencies for the campaign
• Interaction and presentation of campaign concepts and ideas
• Finalisation of campaign theme and message positioning
• Development of creative options, and approvals
• Development of print, audio, video collaterals
• Finalisation of scripts and materials
• Media plan for release
• Information to State, Districts and partners for extended reach and connect
• Release of communication material and monitoring
• Observation and feedback
• Course correction if required
• Final report and evaluation
ANNEXURE

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ABBREVIATIONS

Association of World Election ECI Election Commission of India

A-WEB
Bodies
AC Assembly Constituency Electronics Corporation of India
ECIL
Limited
Assembly Constituency Level
ACLMT Election Expenditure Management
Master Trainer EEMS
System
AERO Assistant Electoral Roll Officer
EIS Election Information Slip
AI Artificial Intelligence
EMBs Election Management Bodies
AIR All India Radio
EP Ratio Elector Population Ratio
AMF Assured Minimum Facilities
EPIC Elector’s Photo Identity Card
Absentee, Shifted and Duplicate/
ASD List ERMS Electoral Roll Management System
Death list
ERO Electoral Roll Officer
ASHA Accredited Social Health Activist
ERs Electoral Rolls
AVCS Absentee Voters (Covid Suspect)
ESCs Electoral Services Centres
AVPB Absentee Voter Postal Ballot
Electronically Transmitted Postal
Absentee Voters (Person with ETPBS
AVPW Ballot System
Disability)
EVM Electronic Voting Machine
AVSC Absentee Voters (Senior Citizen)
FM Frequency Modulation
AWCs Anganwadi Centres
GIS Geographical Information System
AWTC Anganwadi Training Centres
GPS Global Positioning System
AWW Anganwadi Workers
HR Human Resource
BAGS Booth Level Awareness Groups
Indian Certificate of Secondary
ICSE
BEL Bharat Electronics Limited Education
BLO Booth Level Officer International Foundation for
IFES
Electoral Systems
CBC Central Bureau of Communication
India International Institute
Central Board of Secondary
CBSE IIIDEM of Democracy & Election
Education
Management
CEO Chief Electoral Officer
Information, Motivation and
CER Conduct of Election Rules IMF
Facilitation
Centre for the Study of Developing Information, Motivation,
CSDS
Societies IMF-EEE Facilitation, Engagement,
ABBREVATIONS

CSOs Civil Society Organizations Education and Empowerment

CSR Corporate Social Responsibility International Institute for

Int. IDEA Democracy and Electoral
DEO District Election Officer Assistance
DLMT District Level Master Trainer IVR Interactive Voice Response
DSE Demographic Similar Entries KAP Knowledge, Attitude, Practice
E-Roll Electoral Roll KVKs Krishi Vigyan Kendras

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LA Legislative Assembly OTP One Time Password

Lal Bahadur Shastri National OTT Over The Top
LBSNAA
Academy of Administration
PB Postal Ballot
LS Lok Sabha
PC Parliamentary Constituency
LWE Left Wing Extremism
PCs Parliamentary Constituencies
MCC Model Code of Conduct
PIB Press Information Bureau
Management and Information
MIS PIO Persons of Indian Origin
Systems
ML Machine Learning PLS Primary Link Section

MoU Memorendum of Understanding PMU Project Management Unit

Ministry of Social Justice and PS Polling Station

MSJE
Empowerment PSE Photographic Similar Entries
Ministry of Women and Child PSL Polling Station Level
MWCD
Development
PwD Persons with Disablities
NACO National AIDS Control Organisation
QR code Quick Response Code
NCC National Call Centre
RO Returning Officer
National Council of Educational
NCERT
Research and Training RP Act Representation of People Act

NEQ National Elections Quiz RWA Resident Welfare Association

National Grievances Redressal SES Social Economic Status
NGRS
System
State Institutes of Rural
SIRD
NIC National Informatics Centre Development
National Institute of Public SLMT State Level Master Trainer
NIPCCD Cooperation and Child
SMS Short Messaging Service
Development
SOP Standard Operating Procedure
National Institute of Rural
NIRD
Development Systematic Voters’ Education and
SVEEP
Electoral Participation
National Institute for Smart
NISG
Government TBA Training Based Assesment
NLMA National Literacy Mission Authority TNA Training Needs Assisment
NLMT National Level Master Trainer UC Utilisation Certificate
NOTA None of the Above ULB Urban Local Bodies
NRES National Rollout of e-Services Unified National Photo Electoral
UNPER
NSOL National School of Open Learning Rolls Data
ABBREVATIONS

NSS National Service Scheme UT Union Territory

NVAC National Voter Awareness Contest UTs Union Territories
NVD National Voters’ Day VAF Voter Awareness Forums
NVSP National Voters’ Services Portal VFC Voter Facilitation Center
NVSP National Voters Service Portal Voter-Verifiable Paper Audit Trail
VVPAT
NYKS Nehru Yuva Kendra Sangathan System

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IBI
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ELECTION COMMISSION OF INDIA

Nirvachan Sadan, Ashoka Road, New Delhi-110001

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