Está en la página 1de 5

HR PRACTICE

Drive
the change
Human Capital in conversation
with Prerana Langa, CEO, YES
FOUNDATION on how the
initiative YES! i am the
CHANGE became a movement
to inspire, engage and
empower youth to participate
in India's social
transformation through the
impactful medium of films.
- by Sannita Chakraborty Saha

52

N

November 2015

HC: What is YES! i am the CHANGE initiative all about?
PL: YES! i am the CHANGE (YIAC) is a nationwide movement
to inspire, engage and empower youth to participate in India's
social transformation through the impactful medium of films.
The program inculcates the spirit of responsible citizenship
amongst youth through participation in the 101-Hour Social
Filmmaking Challenge where they make short films of up to 3
minutes duration on social causes thereby leading to inner and
outer change. These social films are then shown in schools/
colleges to initiate dialogue and impact action. The program has
three objectives :
G
To create inner transformation of the youth through
exposure to social causes enabling youth engagement with social
issues and in the process develop responsible citizenship.
According to a UN survey, more than food, clothing and shelter,
the most basic human need is to express ourselves. This project
is an initiative to help the youth express themselves and bring
external change through inner transformation
G
Inspire filmmakers to make films for social change thereby
lending strength to voices less heard
G
Facilitate creation of high quality, informative short films on
social issues, which form an open repository enabling Not-forProfits to use them to further social causes
This year, over 1.25 lakh teams (approx. 5 lakh people) are
taking part in the various categories of YIAC 101-Hour Social
Filmmaking Challenge, enabling YES! i am the CHANGE to
emerge as the World's Largest Social Film Movement. This
number is expected to substantially increase as the registrations
for Open category are underway. In 2014, YES! i am the CHANGE
emerged as the India's Largest Social Film Movement with over
1900 films and participation of about 50,000 youth across 1,000
cities and towns pan-India.

www.humancapitalonline.com

Not-forProfits have been playing a pivotal role in addressing social issues but their efforts require a multiplier effect. YES FOUNDATION conceptualised and launched YES! i am the CHANGE . G 101-Hour Filmmaking challenge G As part of the filmmaking ■ www. Taking the above into account. invaluable communication resources and committed volunteers are developed for use of Not-for-Profits. YES! i am the CHANGE harnesses the untapped power of the youth through filmmaking and in the process. contrary to the popular belief that they are self centred and not concerned about the country's development. In recent times.I Brands Beverages Ltd. Media serves as an amplifier and has become critical to effect social transformation with films emerging as a powerful tool of inspiring greater social change. .D.com November 2015 N 53 . especially those working at the grassroots to address social issues are hampered in their ability to create impact and scale due to limited access to modern media tools and volunteers. Access to audio visual content and committed volunteers increases manifold the awareness generation and resource mobilisation capacity of Not-forProfits. 2010). HC: What are the special features of the program? PL: The program has the following components: Lisa Srao Chairman & M. connecting their untapped energy to voices less heard through the impactful medium of films. the youth have been proactively voicing their concerns about social issues. addressing scale and impact within India."Make a Social Film. Notfor-Profits. in 2013. On the other hand.humancapitalonline. Make a National Difference" which serves as a platform to facilitate a connection between youth and social causes. we realised that there is tremendous potential for social transformation if the youth are engaged positively in nation building activities.HR PRACTICE HC: How and when was it conceptualized? PL: With 64% of the population under 34 years of age (Census of India.

The aim is to sensitise people and contribute to the national discourse on the www.6 N November 2015 Target Audience on YouTube to select the top films of the program as voted by viewers. No Categories 1 Corporate 2 54 are created for causes and Not-forProfits G Films form an open repository of invaluable communication resources for the use of Not-forProfits across the country G In 2015. educational trusts etc) July 22 July 23 . media and films.com ■ .27 Not-for-Profit Individuals working in /members of Not-for-Profit organisations (includes NGOs. ensure that participants have an enriching experience which is eye-opening.humancapitalonline.HR PRACTICE challenge. random acts of kindness and everyday community heroes who are great examples of selfless social commitment. media and academia including Anu Aga. discuss issues related to harnessing media for social change. In the process.19 4 Open All individuals September 29 October 2 . the 3rd edition of 101hour Social Filmmaking Challenge follows a segmented approach with filmmaking challenges targeted at specific categories of youth : G A jury composed of eminent personalities including film. Vikas Bahl amongst others judge the films G Popular Choice voting campaign Last Date of Registration Date of Challenge Professionals working in corporate July 22 July 23 . youth participants make short films of up to 3 minutes duration on social causes in 101Hours G Participants find the time bound nature of the filmmaking challenge an exciting and challenging team exercise G The choices of topics which include social causes.27 3 Student Students from schools and colleges (13 years and above) August 13 August 15 . humbling and life-changing. Prasoon Joshi. advocates and volunteers S. Over 15 million impressions were achieved last year G Social film festivals and film screenings across the country to sensitise people on social causes G YES! i am the CHANGE Panel Discussion Series where eminent individuals from the fields of development. The aim was widespread dissemination of the films online.

we visited a number of slums in Kolkata and experienced the real life (and not reel life) situation of the underprivileged. Resource Alliance etc) for outreach and maximising impact G Media tie ups with CNN-IBN Citizen Journalist (included 120 minutes pro bono screening of YIAC films). Sundance Institute.com required a combination of college contact program with 3000 educational institutes pan-India. Member of Parliament and Former Chairperson. statistical analysis etc. HT Media and Iamin (India's largest hyper-local digital news platform) to reach the youth panIndia G Active social media presence with initiatives such as Twitter chats with maverick award winning filmmakers .m. I came across a mail that I had no idea. Guneet Monga & Dylan Gray HC: What were some of the challenges? PL: There were two major challenges: G Nationwide outreach : While. UNDP-India G Mr. It was through this project that we learnt the basics in documentary film making and also had our first ever hands on experience with Movie Maker.we feel quite confident about film making after the YES! i am the CHANGE program.humancapitalonline. etc. SRFTI) and industry associations (International Advertising Association India Chapter. Tapas Kundu and Koel Chowdhury to take part in this. The Lunch Box and Gangs of Wasseypur G Mr. It ■ www. We are now also working on other interesting film projects such as tracing the history and present status of traditional musicians in Ladakh. Website also has many resources related to filmmaking for the participants On the day of the challenge. YIAC 2015 has received participation of 5 lakh youth across all Indian States and Union Territories. participant YES! i am the CHANGE 2013 "I am a PhD student in one of the IITs and my life was pretty regular and boring with excel sheets. Advertising guru. Producer. A total grant of INR 45 (fortyfive) lakhs would be awarded to the TESTIMONIALS FROM PARTICIPANTS G G "We realised how stories really can change the world . Anu Aga. one can register online at www. UNESCO G Mr. One fine day. corporate. as well as another on the current status of Old Town. youth across the country pledge to undertake socially responsible activities G To celebrate the inherent goodness in each individual as well as inspire others.Vikramaditya Motwane. Bruni Burres. Notfor-Profits. including media institutes. MICA amongst others. I convinced two of my friends. Leh" shares Monisha Ahmed. Nagesh Rao. Rotary. participant YES! i am the CHANGE 2013 November 2015 N 55 . but ensuring this was a herculean task.HR PRACTICE transformative power of media G Positive Action Pledge Campaign: G As part of this. Guneet Monga. including rural areas which would involve large-scale amplification of outreach efforts G Identifying partners to manage various aspects of the program: YES FOUNDATION had to invest in capacity building of partners to enable them to manage activities at this unprecedented scale HC: Tell us about the implementation process? PL: To participate in the YES! i am the CHANGE Challenge. Queen G Ms. Thermax G Mr. Country Director. But the most important experience was with the people whom we documented. at prestigious institutes such as SRCC. I had a little creative background being an architect. While working on this project.in. veteran journalist.yesfoundation. We realised what commendable work these NGOs are doing. I had absolutely no knowledge in film making. Thanks for changing our perception. We are grateful to the organisers of this project for this opportunity and experience. Pritish Nandy. for triggering a new passion within us and for transforming our lives" says Shreya Das. Now.000 school and colleges pan-India: G On ground activities at over 900 colleges/schools including workshops. Director. and they have the next 101Hours to make and upload a 3 minutes film After submission. will be transforming my life. the top films in each category is selected by a jury of eminent personalities from the media. digital marketing and leveraging partnerships with a wide range of organisations. Shigeru Aoyagi. Prasoon Joshi. education and development sectors including: G Ms. industry associations. while I was doing my regular email follow ups. NMIMS. USA G Mr. screenings. the youth are then photographed individually with their pledges G Outreach to over 3. NITIE etc conducted this year G In 2014. poet and film producer G Dr. Jaco Cilliers. Vikas Behl. poet & lyricist G Ms. corporate connects of YES BANK. Director. the aim is to take YIAC to every nook and corner of the country. YIAC had an outreach of over 85 million through a judicious combination of on-ground activities and use of digital and traditional media G Strategic partnerships have been forged with : G film & media institutes (MICA. media tie ups and so forth. participants receive their topic at 6 a. Although. No other film movement in the world has achieved this feat. Film and Television Producers Guild) for targeted outreach to professional & amateur filmmakers G Pro-bono tie up with India's leading Not-for-Profits (HelpAge. President and Director.

one of the filmmakers. over 60% of YES BANKers participated resulting in improved team cohesiveness and effectiveness. Post the filmmaking challenge he has become a regular volunteer for the organisation. The ripples Sudeshna Guha Roy. that too not just as an employee but as a person. an ex-Banker and Sustainability professional and his team were given the topic of HIV-AIDS and he made a film on St Catherine’s Home. "This experience has made me realise that small steps make a big difference and I'm working towards change.com ■ . an NGO in Mumbai dedicated to the care of orphan children born with HIV. an IT professional from Delhi." Many Not-for-Profits contacted her and her film has been showcased to sensitise school children.HR PRACTICE winners and the best films would be screened across national and international platforms to sensitise youth on social issues. "When we started looking into writing the script. to enable inclusive development? PL: The objective of YIAC is to trigger inner transformation in youth participants by giving them first-hand experience with social causes through the filmmaking challenge. an ex-Banker and Sustainability professional and his team were given the topic of HIV-AIDS and he made a film on St Catherine's Home. She was so moved by the efforts of Pratima that she extensively used the documentary to generate funds for Pratimadevi and contributed in changing the perception of rag-pickers in the minds of today’s youth. G In 2015. HC: What is the road ahead? PL: The focus is on taking YIAC to newer geographies. ranging from a charity walk to raise money for an old age home to re-forestation drives organised by the forest department. In 2014.humancapitalonline. HC: What was the role of employees in the program? PL: YES BANK employees also enthusiastically participate in the YIAC 101-Hour Social Filmmaking Challenge. G Sumitra Kumari from YES BANK. All the team members work in different departments within the bank. close to 90% of YES BANKers are expected to take part along with their family and friends. initiating dialogue and action on social causes. "Life has changed because now all the top management know me. The films form an open repository of invaluable communication resources for the use of Not-for-Profits across the country. engaging maximum number of individuals and deepening the social impact." G A YES BANK team from Coimbatore." Sumitra feels the experience has helped her find balance in her life. Post the filmmaking challenge he has become a regular volunteer for the organisation. particular box. I can have parallel interests outside of work and that is a wonderful feeling. composed of first time filmmakers made a short film on women's safety and the experience electrified the office atmosphere. synergized with the amplifying nature of media. For example. www. The outcomes of this have been incredible. Samir Karnik. She was so moved by the efforts of Pratima that she extensively used the documentary to generate funds for Pratimadevi and contributed in changing the perception of ragpickers in the minds of today's youth. and the experience helped them become a cohesive group that now participates in a number of philanthropic activities. He has founded Samarpan. "I now feel that I am not stuck in a Samir Karnik. a free editing software on her laptop. YIAC films are being leveraged through workshops. Sudeshna Guha Roy. He has also made a longer version of his film which the NGO now uses for their awareness generation and resource mobilisation purposes. a rag-picker who used her meager income to feed and look after 300 stray dogs. Film and Television Institute of India (FTII) graduate and a freelance filmmaker made a film which showcased the story of Pratima. made a film on rehabilitation of abused animals. Kuljeet. 56 N November 2015 of transformation are spreading with his family and friends also getting connected with the NGO. This triggered the social changemaker in him and within 3 months of the Challenge. A number of employees have also actively started taking part in/volunteering for social causes. participants of YIAC have upheld the idea of Responsible Citizenship in numerous ways. Film and Television Institute of India (FTII) graduate and a freelance filmmaker made a film which showcased the story of Pratima. an online animal rescue group in Noida with over 800 members who actively work for animal welfare. panel discussion series etc to spark dialogue leading HC to social action. a rag-picker who used her meager income to feed and look after 300 stray dogs. The ripples of transformation are spreading with his family and friends also getting connected with the NGO. we started thinking more about what is happening around us and we came to know more about social issues" shared Arun Kumar. HC: How has this initiative nurtured and harnessed the 'youth power'. he had personally rescued over 67 animals in distress. From becoming dedicated volunteers with NGOs to launching new social initiatives and using the medium of films to generate social awareness. an NGO in Mumbai dedicated to the care of orphan children born with HIV. school and college contact programs. Mumbai participated in YES! i am the CHANGE 2014 and created a stop-motion animation film on recycling using her mobile phone and Moviemaker. He has also made a longer version of his film which the NGO now uses for their awareness generation and resource mobilisation purposes.