This brochure was designed as a part of my TDF (Tribal Development Fund) project. It is meant for distribution in rural parts of Meghalaya, where the Aadhaar Card enrollment ratio is just about 30%. The topic is still a sensitive subject in the North East and needs to be handled with sensitivity.
Objective: This brochure intends to simplify and humanize the concept of Aadhar for people who have been fed false notions about the same. Having an Aadhaar Card will give rural residents the much needed access to a substantial number of Government related schemes.
In particular, they are not benefiting from the PM Kisan Scheme, under which ₹6000 is transferred into every farmer's account on an annual basis, ₹2000 every quarter. Needless to say, this will prove to be highly beneficial for farmers who struggle with savings.
Alongside, there are other government schemes for farmers that can be availed regardless of whether or not they have an Aadhaar Card. However, the government plans to change that in the near future. The farmers will stand to benefit if they have an Aadhaar in order to have access to these schemes.
What is an Aadhaar Card?
An Aadhaar Card is an identity proof for the citizens of India. The government collects your biometric details, such as iris scans, fingerprints, along with general information such as birth date, address proof and on the basis of this, generates a 12 digit unique number.
Why is it a sensitive topic in the North East?
Since its inception, the Aadhaar Card has been a subject of scrutiny and revolt in the North East, especially in the states of Assam, Meghalaya and Nagaland. This sense of distrust stems from the following reasons:
i) Threat to Identity: The North East has struggled for a separate identity since the British left the country, on account of the high rate of immigrants entering the North East Region (NER) and changing the traditions and social systems in place. Strong feelings of alienation have led to residents' mistrust in the governance system and lack of willingness to become part of mainland India.
ii) Religious Issues: A majority of North East citizens follow Christianity and religion plays a very important role in the states' sense of community and identity. The local pastors and village heads across NER have interpreted some verses to conclude that identity numeration and having a social security number is a sin. Most of the tribal communities go with this interpretation.
The brochure has been designed keeping these aspects in mind.
front:
Fingerprint Maze
Apart from spreading awareness, the main intent for this brochure was to be interactive. I've attempted to do this by using a fingerprint as a directional maze. The readers can run their finger over it in the marked directions, to learn the step by step procedure of obtaining an Aadhar card. This maze has been simplified keeping it's rural target audience in mind.
back:
You can click here to view the TDF project, and here to view the first part of the TDF project, which was branding for a direct market route set up for the farmers of Ri Bhoi, Meghalaya.
Thank you!