MUMBAI: With the elections just around the corner, The Hindu has launched an extension of its successful Behave campaign.
The camping has been conceptualised by Ogilvy & Mather and focuses on some of the concerns like Corruption, dereliction of duty, bad behaviour and inadequate infrastructure of the young voters.
The campaign boldly poses these questions to the leaders of the country and urges them to behave, for the youth are watching.
Ogilvy South Asia executive chairman and creative director Piyush Pandey said, “With a huge youth population and our ambition to be a shining nation in the world, there is a great need for us older people in positions of responsibility to set a better example for the young. I have closely followed cartoonists who have a very effective way of using satire to shame people. I know that campaigns cannot change behaviour overnight, but I would be very happy if some people are not able to sleep well for a few nights at least.”
This is the next phase of The Hindu’s Behave campaign, which earlier drew attention to politicians’ bad behaviour. This time, it goes a step further, by not just admonishing bad behaviour but reminding politicians that the power to re-elect them undoubtedly lies in the hands of the youth.
It uses dark humour to hold up a mirror to a political leader's bad behaviour, the print and outdoor campaign uses stark facts to bring the issues that the youth face to the forefront. Eventually, it aims to become a crowd-sourced campaign, by asking people to send in their own questions via social media which will be featured as ads in the paper. Going forward, it hopes to address some of these issues so the youth can make an informed decision when they eventually vote.
The Hindu editor Siddarth Varadharajan said about the campaign: “The Hindu's 'Behave Yourself, India" campaign cherishes the spirit of parliamentary debate, which is the true test of a functional democracy. Every Indian has a right to be heard - but that right is only as effective as our ability to listen, engage and disagree courteously with each other. Sadly, the space for tolerance and free speech is narrowing in our republic. This is no surprise because many of our elected representatives - who hold a candle to the rest of society - have failed to debate policy and politics with their peers in Parliament in a civilised manner.”
He added, “Our campaign shines a light on the errant and discourteous politician, wedded to privilege and power, whose fate now lies in the hands of voters, many of whom are young and who will be exercising their franchise for the first time. The idea has been brought alive through print and a television commercial, beautifully executed by Prasoon Pandey of Corcoise Films."
The campaign will be on TV, cinema, print, outdoor across the country and on social media as well.