Social marketing of small family norm to young Indian males

Abstract

The population of the country has trebled since independence, and yet population growth not being regarded a critical issue by most in the country is a cause of concern in itself. While the resourceful may be able to apportion the resources to them, the average person would have to fend for mere survival. The present thesis is an attempt to list out the actions that can make a dent at the population problem in India, which can be implemented by the individual and the civil society. For this research based on primary data, the sampling frame involves 429 respondents (who were male youth from 14-35 years age) who fille up a detailed questionnaire canvassed in two forward and two backward districts of the state of Haryana. This was followed by detailed in depth interviews of 44 respondents. The data was entered and analysed using SPSS. The hypothesis centred around the key issues, the age at marriage, births pacing, sex ratio, family size and the fate of the unmarried men. The implementing mechanisms identified included, the Central Government, the State Governments, the urban as well as rural Local Bodies , the Corporate sector, the NGOs , the NRIs, the Spiritual Leaders, the media, and the political elite whose commitment can make all the difference and finally the Citizens , specifically the youths. The strategies identified are economic, technological, social, legal, and political. Suggestions range from giving subsidies for ladies bicycles; popularizing vocational education; sex education; population education (census in schools); career counselling; introducing Urdu in schools in Muslim areas; special care of married students (boys and girls); including allowing hiring teachers for special coaching and sports under the National Rural Employment Guarantee Program ; making adoption laws easier and seeking a far greater role of the Corporate sector in sharing the social responsibility etc. Entrepreneurship and sports can be promoted as values amongst Youth. Spiritual NGOs can be involved to raise the self-esteem. Youth can be motivated and trained to take up planning their lives and picking up skills that can help them get into vocations that can earn them dignified life. Empowered youth will take responsible for themselves by planning life to the extent possible , marryonly when financially capable enough to raise a family (thus raising the age at marriage), spacing the first birth sensibly, remaining on contraceptives, breastfeeding, accepting a girl child, spacing the next issue, taking care of the aged and the society at large. Responsibility begets power, the power to be able to live life one s desired way, and youth love to feel powerful. So the action plan, in a nutshell is, to empower the youth to take charge of their reproductive and general life and become powerful. Social marketing strategies basically involve social marketing research identification and focus on target, segment, product/ offer development encompassing economic, educational, technological, social, politico-legal strategies and facilitation. It also requires developing client friendly systems to monitor and review the strategies at different periodicity and take corrective actions. So it is envisaged that the above recommendations will keep getting adapted based on the changes in the context and the achievements of the strategies implemented. The key elements for success would essentially be the people (youth involved in designing and executing the program), the client groups who have to own up the basic responsibility as citizens, the processes, which have to be flexible, adaptive, and client friendly and with a sense of purpose and urgency.