Government Scheme Awareness Programme

A welfare scheme with substantial budget allocation and low uptake among the population it was designed for.

Awareness measurement showed the scheme was known among urban, literate populations and largely unknown among the rural beneficiaries it targeted — the inverse of what was needed.

01

Beneficiary profiling identified the actual media consumption of the target population.

02

Plain-language communication in regional languages, avoiding administrative vocabulary entirely.

03

Channel plan weighted to radio, local networks and community intermediaries rather than digital.

• Pre-campaign awareness baseline established by survey.
• Materials tested with beneficiaries for comprehension before deployment.
• Post-campaign measurement against the same instrument.

Awareness and application figures are held by the commissioning department and are not published here.

3 metrics are withheld on this case study pending client verification. We publish no figure that has not been confirmed by the client.

• Constituency Development
• Media Relations
• Opinion Polling & Surveys