Govt keen on impact assessment for NREGA ads -Governance Now

Govt keen on impact assessment for NREGA ads

RD ministry has invited proposals from organisations to study impact

Brajesh Kumar | October 4, 2010

After having launched a massive ad campaign to popularise NREGA in some northern states, the rural development ministry now wants to know if the ads worked at all.

“The ministry has decided to conduct an Impact Assessment Study of this special campaign to gauge the quantum of awareness/degree of capacity building to acquire the benefit of RD schemes due to such campaign. It also wants to find out the utility of such a campaign and draw lessons to organize such activities in future,” said a senior official from the ministry.

The ministry has invited bids from organisations experienced in rural development projects. The last day for the submission of the proposals is October 18.

The major scope of work for the assessment study is as follows: media habits of target groups; reach of cable & satellite channels used in the campaign; exposure to NREGA messages; impact of NREGA campaign; suggestion on development of future media campaigns; the media habits such as timings, channels watched, and newspapers read etc; normal sources of information and how far this information influences the target group; any other TV channel which is predominant in the area; how much informative the campaign was and whether the information received was adequate.

Launched in January this year campaign included two NREGA spots: Hindustan Ki Guarantee and Zamana Kehta Hai. The states covered were Bihar, Rajasthan, Uttar Pradesh and NCR. The channels used for the campaign included ETV Bihar, ETV Rajasthan, ETV Urdu, ETV Uttar Pradesh, SS Bihar, SS Uttar Pradesh, SS NCR and Mahua.

Comments

Other News

Before India voted, the framers worried about the referee

“We are making a Constitution forever and not only for today.” Shibban Lal Saksena said this in the Constituent Assembly on June 15, 1949. He was warning that a ruling party might one day choose a loyalist to run India’s elections. Seventy-seven years later, the Supreme Court is wrestli

Delhi moves to real-time traffic management

The Cabinet Committee on Economic Affairs (CCEA), chaired by prime minister Narendra Modi, has approved implementation of the ITMS Project by Delhi Police at an estimated cost of Rs.1,789.52 crore, inclusive of taxes. The project will cover 42 identified traffic corridors and will be implemented in three

MDR on UPI: Can sustainability come without weakening the network?

The extraordinary transaction volumes and value (₹29.82 Lakh crore in August 2026 alone) of the Unified Payments Interface (UPI) have made it not only an Indian success story, but a global one. In 2024, UPI accounted for nearly 49% of the world’s real-time payment transaction volume, with more th

The Xi-Trump summit: The unending rivalry

Diplomacy is akin to an art, wherein the summitry, conflict resolution and negotiations form apt constituents of the entire context of deal making and “playing for keeps” in the international arena. The Xi-Trump summit in Washington last week, in which the American president broke all conside

“Indians, yet treated like outsiders”

Moving to Delhi-NCR for education can be an exciting experience for students from Northeast India. It gives us a chance to meet new people, experience a different culture and become more independent. But living away from home also comes with challenges that people who have not experienced them may not al

Import duty on major edible oils cut

The government has reduced the Basic Customs Duty (BCD) on major imported crude edible oils with a view to moderating domestic edible oil prices, providing relief to consumers and mitigating inflationary pressures arising from the sharp increase in international edible oil prices.