The Unique Identification Authority of India is preparing to launch catchy slogans to encourage people to enrol the very young and the very old in the scheme.
"The sooner you secure Aadhaar for your toddler, the better", "In your youth, they opened a world of benefits for you; in their old age, open a world of benefits for them" are some of the slogans planned.
The campaign follows data analysis that shows adults are proactive in getting an Aadhaar for themselves but ignore it for their aged parents or young children. UIDAI will try to impress upon citizens that Aadhaar has benefits for these two sections too.
UIDAI is now writing to states and central ministries asking them to notify schemes for which Aadhaar will be made mandatory, highlighting the need for all age-groups to get Aadhaar.
"Till about six months ago, when we used to do enrolment, only 2-3 per cent of the enrolled were children below 5 years of age. But today, if we do six lakh enrolments in a day, roughly 25 per cent of them are toddlers while 35-40 per cent are children between 5-18 years of age. We want to push this further," UIDAI CEO AB Pandey said.
With UIDAI aiming at 100 per cent Aadhaar saturation among adults by this month-end, the focus is now shifting to covering all children by March 2017 — among whom saturation stands at 55 per cent.
The publicity campaign will focus on educating people that a host of services like immunisation in government hospitals and school admissions could be facilitated by Aadhaar in the near future and pension benefits for senior citizens can be easily arranged through Aadhaar, it can also be used for giving life certificates.
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