Evaluation of AwaazDo Digital Campaign for Promoting Right to Education

UNICEF India Country Office
United Nations Children's Fund (UNICEF)
Publication Year:
  • SDG 4 - Quality Education
  • SDG 9 - Industry, Innovation and Infrastructure
  • SDG 16 - Peace, Justice and Strong Institutions


he Right to Free and Compulsory Education Act (2009) was notified by the Government of India on 1 April 2010. This ground-breaking act enshrines in law the right of every child in the country to free, compulsory education of quality. The introduction of the RTE Act presented an important opportunity for UNICEF India to contribute to the effort to ensure that every child in the country goes to school by supporting and creating demand for its full implementation and by raising awareness of its provisions and the rights it enshrines.

Support to the full implementation of the RTE Act became a key priority for the UNICEF India Country Office in 2010. An advocacy strategy was developed that included multiple partners and stakeholders.

The Awaaz Do digital communications campaign was conceived as an integral element of this wider UNICEF India advocacy strategy in support of the RTE Act, adding value and scope to an already existing advocacy strategy using traditional tools and channels. The campaign was designed to reach out to the urban Indian middle class - a growing, increasingly vocal and influential target group.


The Awaaz Do campaign was the first integrated advocacy and supporter engagement campaign within UNICEF India that aimed to simultaneously raise awareness through digital communication tools and build up an electronic database of supporters and advocates for child rights.

The campaign set out with ambitious goals and a number of new techniques and strategies were tested, with varying results. Many lessons can be learned from the process of developing the campaign as well as its implementation. These need to be assessed and documented to inform future work in the use of digital communication tools and to guide further campaigns of this nature, both in India and within UNICEF globally.

Access the report and management response here.


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