The Election Commission of India initiated this programme to issue photo ID cards to eligible voters (those who have not already received cards) in Karnataka in May 2002. In recognition of PAC’s electoral interventions, the office of the Chief Electoral Officer in Karnataka the organization for a meeting on May 7, 2002 to discuss and participate in the EPIC voter awareness programme.

PAC launched an awareness campaign to improve the efficacy of the EPIC programme and to enhance the participation of voters in the process of obtaining or correcting their photo identity cards.

About the EPIC programme:

Interventions in Bangalore - Within the city, the BMP sub-contracted the distribution of ID cards to Macro Infotech. The agency adopted state-of-the-art online technology whereby a voter can obtain his/her card within 15 minutes at Designated Photography Locations set up in every Assembly Constituency. Heeding PAC’s advice, the BMP undertook various measures to publicise the programme. Despite these efforts, however, it was observed during the initial phase of the campaign that turn out at the DPLs was less than 30 percent. Given the situation, PAC intervened to supplement the efforts of the BMP and other concerned authorities in the state to increase voter turnout at the DPLs by devising innovative public communication strategies. These strategies included:

>> Media publicity: PAC staff took stock of the situation by visiting the DPLs personally and also discussing how to partner with the Director of Macro Infotech as well as BMP officials to generate greater publicity. PAC drafted a press release and sent it to the BMP and later published in all popular leading dailies.

>> Information dissemination to resident welfare associations: PAC worked closely with various resident welfare associations in Bangalore and provided information kits to these groups to enhance their participation. Each group was responsible for informing citizens in their respective areas. The feedback from each area, after compilation, was submitted to concerned authorities in the BMP for further improvements to the programme.

Interventions across Karnataka - In order to enable large number of voters to participate in the EPIC programme, PAC felt the need to publicize the information systematically throughout the state. PAC sought to disseminate information to thousands of voters through various NGOs across the state. An information kit was developed in the local language and sent to various organisations. The campaign involved more than 200 organisations spread out over 21 districts and lasted more than three months. Seminars and workshops were organised by the Centre to provide essential information and to motivate the organisations to take up similar initiatives in their respective areas.

Impact :

• The media publicity campaign was very effective in sensitising the press. Almost all the leading daily newspapers carried this information as a regular feature. As a result, the turn out of voters at DPLs almost doubled. Macro Infotech confirmed a greater than 40 percent increase in turnout compared to the initial launch phase, and attributed the increase to information dissemination through the print media.

• PAC gave financial assistance to a few groups such as the Malleswaram Swabhimana Initiative, which actively disseminated information in their ward by displaying notices in more than 200 apartments. This also resulted in a noticeable increase in citizens’ participation.