Mobilizing Youth: Transforming Dialogue to

Action

Young India: rapid changes

Money

Technology

Media

Evolution

Inherent departures in

– currency of cool

– social code

– value and methods of “fitting in”

– meaning of rebellion

– empowerment

Increasing spending power

Exploring freedom and choice

Unique marketing environment

youth strength

• Median age : 25.3 years*

• Youth influx into workforce

• 64.3% under working age group*

• 30% of the population under

18*

• Highly skilled manpower

Less than 21 years – 49.7%

* as per the national census

spending power

• Rise in monthly allowances

• Average monthly spend on lifestyle goods*:

– urban youth: Rs. 4000-5000 per month

– rural youth: Rs. 1500-3000 per month

• Not like our parents:

– save for a rainy day

– now changing to ‘spend now, save later’

• Spirit of enterprise

• World’s biggest mobile youth market valued at $21 billion • Rural youth mobile market in India is valued at $1.5 billion

– grew by 59% in 2009 alone

• By 2012, Indian youth with cellular connections will outnumber the

entire mobile population of north America*

• Where is the growth coming from?*: – the second phone or the ‘status-phone’ for those between 25-29 – first handsets purchased by those under 20

* as per mobileyouth 2010

mobile phones: if you have it, flaunt it

ethical citizenship

• Instantly and constantly connected • More informed than ever, more socially active • Freedom to express

• Technology to express their voice and might • Causes close to their heart

• Easier to band likeminded individuals online • Online personas and environment act as a shield

Source: ‘Indian youth in a transforming

world’, published by sage publications

These 6 entities most

acutely influence the

actions, choices and

aspirations of urban

young India

The art of engaging youth for social change

1988 the year that changed the tribe

Born in

1988

Online tools, are an

excellent medium of

communication to

encourage the youth to

participate in

bringing about social

change

Introduce Virtual Volunteering

Organize Google hangouts between volunteers and opinion leaders within the social space

why facebook works?

• Ability to create groups • Integrate Mobile applications • Active, not passive:

– comment – like – tag – recommend – poke

• Share:

– photos – videos – Friends

What’s in it for me?

Mobilize the youth towards opportunities for Self and Community Development at the same time

Break down the conventions of traditional social work (include areas of interest and mediums that appeals to the youth)

Change the game

Emerging Rapidly…

Bridge the gap between not for profit organizations and the youth

Devise programs keeping in mind the needs of the youth as well as the social cause

Establish strong college relationships

Establish ‘Youth Advisory Board’ for NGO’s in colleges

Conduct workshops in college

Introduce the concept of Micro Volunteering

The Thumb Tribe – Increase social presence

Don’t be overly patriotic

Create an Idea incubator within an NGO

Make social change ‘cool’

NGO’s should be aspirational

THANK YOU