Advertisers can get girls to go to school

Advertisers can get girls to go to school
Tara Sinha

Where the spirit is willing, things happen. The first step, it is said, is to really want to achieve something, only then will action follow. Last week I witnessed a series of events that showed me how important this truism is. Last week I had the opportunity to visit a small region in the heartland of India -- five villages, some set in stark and harsh surroundings with little access to basic resources such as water, electricity and sanitation. Others, more prosperous with ample water resources enabling them to enjoy some of the good things in life -- TV, transportation and electricity.

Last week, I was party to no ordinary visits, either for the villagers or for me. Last week I was a keen spectator watching, close-up, a chief minister, accompanied by just two senior civil servants (with no Black Cats, no armed guards, no politician hangers-on), call on his people -- touch them, talk to them, take tea with them, care for them. Last week I confronted the reality that reaching out is only half the battle -- understanding the people and their concerns and inhibitions and working with them to sort these out to enable them to act is almost the greater challenge.

However, without the first crucial step of caring enough to reach out and provide some resources, nothing will happen. It is this not so benign neglect that has led to so little happening to improve the lives of these so patient people of India's villages. However, last week, I felt that maybe things would change, that there was good reason to hope.

So, let me tell you what happened last week. The people in these five villages met and mingled with their chief minister. They spoke with him, shared their problems and dreams, and brought forth those in special needs such as a man suffering for many years with the most horrendous facial disfigurement and a polio-crippled lad. In both cases, the response was instant and, within 24 hours, they would receive medical attention for the first time in their lives. I pray with success.

They also discussed practical issues such as the importance of water replenishment schemes, the functioning of local village institutions, especially schools. And, it was here that the greatest challenge emerged: how to get girls to go to school? It had been assumed that setting up local village schools under the direct control of villagers would overcome many of the problems of the failed centrally controlled school programme. Well, the schools are there; the guruji is in place, but the girls are not sent, except surprisingly in predominantly adivasi villages. And, what a difference going to school makes -- the girls smile more brightly as they show off their skill in signing their names.

In other more prosperous villages, despite exhortations from the chief minister to send their daughters to school, the response is negative. Why? This must be properly understood if we are to harness the force of education to improve people's lives. This ``why?'' must be addressed if we are to change present attitudes and get families to ensure that their daughters go to school. This ``why?'' is a demand-generating challenge that could and should be tackled by skilled market research and marketing experts. As evidence of marketing success, I spotted an empty packet of Taj Mahal tea by the wayside in the most backward tribal village; and Parle biscuits accompanied the hot cups of tea! Tackling this ``why?'' successfully may well represent the single most important task that confronts practitioners of persuasive mass communication: advertisers and ad agencies do take up the challenge.