Social Advertising through The Directorate of Advertising Visual

Social Advertising through The Directorate of Advertising & Visual Publicity (DAVP) Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 1

� The origin of DAVP can be traced to the times of World War. II. Immediately after the out-break of Second World War, the erstwhile government of India appointed a Chief Press Advisor. Besides other things, advertising was also the responsibility of the Chief Press Advisor. � A post of Advertising Consultant was created in June 1941 under the Chief Press Advisor. This is where DAVP has its roots. On March 1, 1942, the Advertising Consultant Office became the Advertising Branch of the Department of Information & Broadcasting. � Following the expansion in its scope, functions and activities, this Advertising unit was declared an Attached Office of the Ministry of Information & Broadcasting on October 1, 1955. � The office also assumed the name of Directorate of Advertising & Visual Publicity(DAVP). DAVP was further declared as Head of a Department on April 4, 1959. By virtue of this declaration, financial Mrs. Gracy D'souza, Assistant and administrative powers were delegated to DAVP Professor J. M. Patel College of Commerce 2

� The Directorate of Advertising & Visual Publicity (DAVP) is the nodal agency to undertake multi-media advertising and publicity for various Ministries and Departments of Government of India. � Some of the Autonomous Bodies also route their advertisements through DAVP. � As a service agency, it endeavours to communicate at grass roots level on behalf of various Central Government Ministries. Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 3

� It has been instrumental in creating awareness amongst masses on socioeconomic themes, seeking their participation in developmental activities and for eradication of poverty and social evils. Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 4

� The set up of DAVP at the Headquarters consists of several wings like Campaign, Advertising, Outdoor Publicity, Printed Publicity, Exhibition, Electronic Data Processing Centre, Mass Mailing, Audio‐Visual wing, Design Studio, Administration & Accounts Wings. Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 5

The channels of communication used are : v. Advertisements - Release of press ads v. Exhibitions - Putting up exhibitions v. Outdoor Publicity - Display of hoardings, kiosks, bus panels, wall paintings, cinema slides, banners etc. v. Printed Publicity - Booklets, folders, posters, leaflets, calendars, diaries etc. v. Audio & Visual Publicity - Spots/Quickies, jingles, sponsored programmes, short films etc. v. Mailing of publicity material - Distribution of publicity material Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 6

� The common man in the country needs to be made increasingly aware of the benefits of policies and programmes of Government of India in his day to day life. This would result in citizens demanding improved services from the Government. Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 7

� Accordingly DAVP calls for applications from media planning, buying and implementation agencies to assist DAVP in optimization of the reach of the multi media campaigns through effective media planning, buying and implementation. � These multi media campaigns are carried out in different regions across the country for publicizing various Government programmes and policies in order to make people of India increasingly aware of the benefits thereof Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 8

Some of the important subjects publicised by DAVP include: ◦ ◦ ◦ ◦ ◦ Health & Family Welfare Drug Abuse & Prohibition Women & Child Development Upliftment of Girl Child Education Adult Education Non-Conventional Energy Sources Mahila Samridhi Yojana National Integration & Communal Harmony Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 9

Contd……. ◦ Creating public opinion against dowry, female infanticide, child labour, beggery etc. ◦ Food & Nutrition ◦ National Social Assistance Programmes ◦ TRYSEM ◦ IRDP ◦ DWCRA ◦ Employment Assurance Scheme ◦ Jawahar Rozgar Yojana ◦ Panchayati Raj and ◦ Commemoration of 50 Years of India’s Independence � Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 10

Contd……. ◦ ◦ ◦ ◦ ◦ Blood Donation AIDS Awareness Consumer Protection Safe Drinking Water Welfare of the Handicapped Water-Borne Diseases Handicrafts Social Welfare Programmes Agriculture Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 11

Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 12

Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 13

Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 14

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Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 16

Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 17

Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 18

Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 19

Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 20

Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 21

SPECIAL CAMPAIGN ON 2 nd. OCTOBER An SMS message on “Power of Non‐ Violence” was sent to all mobile subscribers of MTNL through their Network on Gandhi Jayanti. MTNL has done this free of cost. Telecast and broadcast campaigns launched for disseminating the message of power of Non‐Violence. During the national integration week a nationwide telecast campaign on “Bharat Meri Pehchan” was launched The 66 day exhibition on ‘Mahatma Gandhi, his Life and Vision’ was organized at Chennai “Be the Change You Want To See” Print ad campaign launched to about 4500 empanelled Publications Mrs. Gracy D'souza, Assistant Professor J. M. Patel College of Commerce 22