Operation Chetna

ICT centers provide services and widen the opportunity base for the rural communities. But to cover up the last mile is always the costliest step in the any field level implementation. The ICT implementing agencies, government as a service provider, private organizations, educational institutions or any facility that is made available at the ICT center has to be well-used by maximum users. This improves the prospects of viability of a service as well as contributes to the long-term sustainability model of the ICT Center.

Lack of resources and sometimes skills or training increases the practical complexity involved in direct promotions of ICT centers amongst the local communities. The conventional word-of-mouth publicity holds its own risk of miscommunication and low marketing pressure being generated otherwise. Therefore there has not been enough efforts being put in by the rural ICT centers for positioning their services.

Drishtee Foundation’s Operation Chetna provides a dynamic link to reach-out to the last mile and bridge the gap between the ICT centers and the end-users. "Chetna" means awareness and the Operation Chetna continues in different phases targeted for various stakeholders of the ICT model till the ICT implementation cycle completes a full circle starting from government and service provider sensitization and taking to community sensitization, social audit and focused awareness campaigns.

The purpose of Operation Chetna is to create awareness amongst the various levels of stakeholders for the use of Information Communication Technologies (ICTs) for overall development and growth.

The activities like EDP, Entrepreneurship Development Programme; Promotional Campaigns, Group Meetings and Capacity Building of the Kiosk Owners for skill-sets and promotional abilities make an integral part of Operation Chetna.