ANNOUNCEMENTS
The need to generate awareness and sensitize the youth about their fundamental right to vote needs to be fast acted upon. There is a need to imbibe a sense of belonging and responsibility in the young minds by making the decision making more inclusive. Studies strongly observe that the younger generation is either not interested in being a part of the political discussion or are too lazy to voice their opinions. There is an imperative need for shifting this thought process towards that of more aware and sensitized. Many studies affirm that the first time voters, primarily the youth, form a substantial percentage of total voters but are yet not well informed when it comes to their right to vote. Urban migrants, often moving from villages and towns to metropolitan cities are unaware that they can practice their right from a new city as well. With the changing scenario and the fast-moving world, social media has come into the limelight and is driving major amount of engagement in events as big as elections in a country. It is important that with a tech savvy generation at the forefront, the means to communicate must also be in line with the recipients (in this case the youth). The study aims at generating awareness and sensitizing the youth about the significance their vote holds in reinstating democracy. It not only provides solution to the problem of disinterest and lack of awareness, but also captures the current trends regarding the thought process of the younger generation who will be casting their first-ever vote in the country.
Through this study, target segments have been identified based on certain indicators. These target segments will be further targeted using a set of pre-defined promotional strategies.
Key words: first voter, sensitizing, election, youth, migrant.
