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Launch Plan for Punni ki Kahaniyan

India the country The richness in culture and diversity is an essence of India. Being a developing country, this can be regarded as an important resource for the countrys social and economic development. Since its independence, it has ensured to preserve this cultural pluralism and had adopted a secular state guarantying rights and privileges to its citizen. Sixty years now, the country had seen much turmoil. Be it religious riots in Gujarat, the Marathi Bihari clash in Mumbai or the Anti non tribal movement in North East. India had witnessed, overcame and maintained what it stood for. Today we are hand in hand with many other developed countries in terms of education, booming economic development and leadership in software industry. Its a world wide phenomenon that India has huge potential to become superpower. It is the only country in the world where 41% of its population are below the age of 35. Despite advancement we witness images of violence, divisions around identities, which not only impact younger generations but every one of us. In the age of globalisation, the term violence does not only limit itself to physicality. The idea of violence has transformed into multiple meanings. Each one of us had faced minor instances of violence which often gets unrecognised in our day to day lives. Our appearance, language, food habits and even thoughts may trigger culture shock to others. We have been brought up to grow over it. But realisation of future not being constant is essential. Considering this as valuable resource, India should preserve this uniqueness of diversity to overcome sectarian thoughts and ideology. And what can be a better way than to start it from our young population. Young minds can be influenced to become more tolerable towards each other and imbibe values of multiculturalism. The boundary of geography, religion, caste and culture should be blurred to make an ideal ground where free sharing of ideas takes place. Aide et Action South Asia an International agency, in pursuit of promoting secular harmony has taken path less travelled by other civil society organizations in India. Why Punni Ki Kahaniya?

The Animation for Change is a unique program where Punni was created to strike rapport with younger viewers and deliver key messages on multiculturalism (Bahusanskritivaad). In first of series, Punni ki Kahaniyan has been made with children drawn from various states from nook and corner of India to influence students on the importance of diversity and recognition of Indias strength as a nation of vivid cultures and varied identities. The film is subtle and may also work with elder audience. The task of presenting a film like this for children is daunting since children are considered the hardest audience to please. But this is a small initiative which is sowed with anticipation of better future for one and all. Organisation Detail The short film Punni ki Kahaniyan is produced by Aide et Action South Asia to promote cultural harmony among children. The film emerged out of the belief that the world can be changed only through education. The audio video medium of presentation of subtle message is an endeavour to try and reach out to children to aid them in overcoming the cultural barriers. Assess existing Programmes The advantage of using video in educating young minds is now realised. The video medium of message delivery is employed by different organisations on issues like health and sanitation, environment, education, child labour. According to the Sentinel report, recently the Socio-Economic Health and Educational Development Society (SEHEDS) in Assam has started imparting education to school children through audio-visual presentations in 500 centres in nine districts of the State. Going to School in India is another initiative by a New Delhi based Ngo called Going to School which continues with a series of 9 mini-movies. The movies tell the story of going to school in India through the eyes of children. Going to School movies have been repeatedly aired on POGO, Cartoon Network & National Geographic reaching over 65 million children across India.

Children Learning Process and the role of Video Learning is basically a development of cognition. It is the mental process of thinking, perceiving and remembering or recalling. According to a study called Changing How and What Children Learn in School with Computer-Based Technologies :( 2002), The David and Lucile Packard Foundation, Cognitive research has shown that learning is most effective when four fundamental characteristics are present: (1) active engagement, (2) participation in groups, (3) frequent interaction and feedback, and (4) connections to real-world contexts. The use of computer technologies in the form of video can become apt in this regard. These connections are not coincidental. As scientists have understood more about the fundamental characteristics of learning, they have realized that the structure and resources of traditional classrooms often provide quite poor support for learning, while technology when used effectively can provide ways of teaching that are much better matched to how children learn.: Changing How and What Children Learn in School with Computer-Based Technologies :( 2002), The David and Lucile Packard Foundation. Rationale Aim: The main aim of the film is to cultivate the spirit of multiculturalism in the young children between the age group of 8-18 years old. Objectives: To identify and target atleast 100 schools both private and government run schools in different states and negotiate with them on the role of this film and the importance of the issue. In case of private schools, the objective is to persuade the school administration to screen the film for children on regular basis. Aide et Action volunteers and teachers can monitor the responses of the children during and after the screening. To negotiate with government authorities to make screening facilities for the children. This can be done with the support of Aide et Acion.

To generate feedback and debate among children. This can be facilitated by the member of a media organisation, school principal, teachers and Aide et Action members. To identify possible sponsors for Corporate Social Responsibility. For example Moser Bier can be one sponsor as we need to print multiple dvds/cds. Action Plan The detail action plan of the states where the film will be screened is to be made. For instance, in Hyderabad, the film can be screened to a chain of schools e.g. Delhi Public Schools, International School, missionary schools like St Annes, St. Marys. Likewise we can look at government schools as well. The Regional Offices in different states should enter into agreements with the Education Department to screen the video. The agreements should be in the area of negotiating support in terms of facilities like television set, DVD player, speakers, computers and projectors. The regional offices should convince the Government bodies and school authorities about showing the film to children on specific dates. They should also locate possible celebrities from the region who can promote the message of the film. Review Potential Audiences This short 18 minutes film is specifically targeted to school going urban and rural children and will be screened at schools in Hyderabad, Mumbai, Delhi, Ahmadabad, Jaipur and Guwahati. Audience Research Analysis The film will be screened to children- boy and girl, between the age group of 512 years old in there respective schools. They are urban and semi urban children belonging to middle and upper middle class category. It is assumed that their media usage pattern is similar. As there is variation in age, habits, interest, preferences, knowledge and attitude, these children differs from one age group to another. The behaviour and attitude also differ from one another. Hence, determining the factors that change and shape their attitude and behaviour is

the goal of the film. This we intend to do through a questionnaire which will have simple open and close ended questions on the film and on general subjects related to the film. The volunteers will observe and make a note of the responses and feedback of younger children. Launch Areas: Urban and semi urban Cities Launch States: Gujarat Assam Maharashtra Delhi Andhra Pradesh Rajasthan

Media Planning The media should be involved in all the screening process. They have to become a platform to reach out to larger mass and to initiate dialogue and debate on the concerning issue. The local as well as national newspapers representatives from the regions can be invited for the screening and post screening feedback with views from children, teachers, media and volunteers will be regarded crucial. To attract the attention of the media, each region has to evolve a launch plan by identifying a celebrity/personality to anchor the event. Another way by which we can carry the program simultaneously on media, particularly print media is through written stories. We can look for space in the Hindu Young World and publish the story of Punni ki Kahaniyan and ask young readers to write to us through web. We will have questionnaire posted on our website which can be used for analysis and disseminate same to media organizations. Desired Outcome Aide et Action South Asia generates enough public debates in the public domain, build perspective of younger generation and network with schools and like minded organizations on issues related to multiculturalism.