Background

Births and Deaths are the two most important vital events that define life of an individual. Not only do they describe the legal existence of an individual, registration of these events is a source of basic vital data of the population to which they belong. Civil Registration is a continuous, permanent and compulsory recording of the occurrence and characteristics of vital events, such as, births, deaths, marriages, foetal deaths and divorces and statistics based thereon is termed as Vital Statistics.

The Civil Registration System in India, which enables the continuous and permanent recording of births and deaths under a statutory regime is more than a century old. It was in 1969 that a Central Act known as the Registration of Births and Deaths (RBD) Act, 1969 was enacted to overcome the then prevalent diverse legal provisions for registration of births and deaths in the country. The Act unified the system of registration throughout the country and made registration of births and deaths compulsory. To carry out provisions of the Act, the Registrar General, India in consultation with the Union Law Ministry, framed Model Rules (1970) providing the Forms and procedures to be adopted for registration. Subsequently the States, in accordance with the Model Rules, made State Rules to carry out the provisions of the RBD Act in the States.

The Office of the Registrar General, India (ORGI) undertook a comprehensive review of the statistical functions of the CRS in 1999 and revamped the system of registration of births and deaths. Under the revamped system, a new set of Model Rules were framed and provided to the State Governments for framing the revised State Rules on the lines of the Model Rules. The new set of Rules came into force in most of the States and Union Territories from 01.01.2000

Need to Increase Demand for Birth and Death Registration

The Office of the Registrar’s General, India, and (United Nations Population Fund) UNFPA, propose to launch an awareness campaign to inform and educate the population of India on the Importance of Birth and Death Registration.

The campaign will be primarily to promote Birth Registration at the community level and Death Registration by Institutions. In terms of campaign spend, the maximum should be devoted to Birth Registration.

A possible way forward is to position Birth Registration as a pre-requisite for a life time of government incentives, benefits and services only available to registered citizens of India. Also, birth registration needs to be understood as an enabler for the ADHAAR card system. 

A PowerPoint with information on CRS can be downloaded from:

https://drive.google.com/file/d/0B1wBdauM9-i-cXRZYjJxQVZJdkk/view?usp=sharing

For more details, visit: http://crsorgi.gov.in/web/index.php/auth/login

Scope of Work

In order to develop a 360° campaign for increasing Birth and Death registrations, UNFPA proposes to engage a communication agency to undertake specialized activities such as communication strategy development, producing TV films, Radio Spots, Press ads, innovative outdoor designs and on ground creatives, guidelines for media planning and simple impact assessment techniques. The specific tasks are as enumerated in point 6.

As conventional mass media communication is cost-intensive, the overall strategy and campaign components should offer innovative ideas and technology that would help rise above the media clutter without huge media spending – both in terms of mass media, as well as mid media solutions that can rolled out and monitored centrally.

Final Project Deliverables

• Communication strategy document, with detailed plan of action for the campaign, guidelines for media planning and simple impact assessment techniques
• Creative resource book with notes and specs of all campaign components/collaterals, along with an external HDD containing open artworks of all files created for the project in English and Hindi. Open Art Files Ai CS5 and Above or Coral Draw 11 and above.
• Storyboard colour prints, along with an external HDD containing TV Spot (with edits), Radio Spots (With Edits), in Hindi.
• One Digi Beta Copy and Five Digi Beta Release copies, with all the TV spots along with edits, and longer film/s (if any)
• Rushes of the film, and unmixed tracks of TV and radio spots, including longer film (if any)
• Prototypes of the products developed under the mass media strategy
• Prototypes of IEC products
• Undertaking that irrevocably assign and transfer to UNFPA all rights, including, without limitation, all copyrights for all material, concepts, scripts, photographs and other components included in the final campaign.   

Timeframe

It is expected that the agency should complete the assignment in 2 months’ time from the date of signing the contract.