Creating Sustainable Demand for Literacy
22. While in some pockets there is an explicit demand for literacy in several parts it is
tacit and therefore there is a need to make it explicit. Success of the Mission will
depend on creating a social environment conducive to literacy by addressing the
whole society, both educated and the non-literate, especially the women. A key
aspect of the demand creation will be making visible to the learners the value,
importance and relevance that literacy will have in their day to day lives,
including women in SHGs, PRIs, CBOs and NGOs etc. To this end, NLMA will
launch a major social motivation and mobilization campaign that would propagate
the benefits of literacy and handicaps of being non-literate. The message would
be conveyed so forcefully that the issue of literacy will become part of the social
9
discourse and will motivate the non-literates, especially women to take part in
learning, and the educated to voluntarily contribute to the programme.
23. The central objective of environment building for literacy will be to generate a
positive, natural and spontaneous demand for literacy which does not exist
uniformly in all parts of the country. Along with this, the environment building
activities will be directed towards removing mindsets or ill perceived notions
about literacy on the one hand and to enlist the involvement and support of all
sections of the civil society in literacy promotion efforts on the other. Multiple
strategies will be adopted in context to local conditions. All forms of media
including print, electronic and folk media, will be simultaneously harnessed to
create positive perceptions about literacy and to simultaneously motivated and
spur to action both potential literacy volunteers and learners. Information
Education and Communication (IEC) materials, designed with the help of State
Resource Centres and other agencies, will be used extensively to create a
conducive environment for literacy learning. As part of the EB campaign, events
and meetings will be organized at village, panchayat and block levels with all
stakeholders such as community and political leaders, PRI functionaries, mahila
mandals, the educational institutions and the intelligentsia, to seek their support
and involvement in the programme. A Steering Committee and supporting
committee, as decided by NLMA, may oversee and coordinate the campaign
nationally. Funds from the management head besides sponsorships may be used
for this purpose
I
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