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Recently, I received this message from the Government of India’s Quality Council asking me to take the Quality Bharat Pledge. This initiative encourages citizens to prioritise quality in various aspects of life as India works towards its development goals by 2047.
I pledged and received a participation certificate, which the government expected me to share on social media. I did this because I liked the concept. The number of people joining a pledge reflects the project’s relevance and the masses’ expectations.
Pledge As A Device Of Change.
I pledged, but I also question the effectiveness of pledges as a device of change or to nudge the participant toward a desired action or thought. The Quality Bharat Pledge informed me that I could contribute to the process by supporting excellence in quality across sectors, environment, consciousness, local products and industries and fostering a culture of innovation and integrity. It was more than a mouthful and needed to be explained in a more straightforward language understood by the masses.
Successful Pledges.
Pledges have had different levels of success. WWF’s Earth Hour pledge, in which participants pledge to ‘Go Dark’ for 60 minutes, has drawn attention to energy conservation, climate change, and environmental protection, leading to the adoption of more energy-efficient practices and devices.
In 2016, the International Women’s Day pledge for parity encouraged specific actions toward gender parity, equal representation in leadership, pay parity, and the removal of barriers for women. This led many companies to implement maternity leave policies and review pay structures to decrease the gap, if not ensure complete parity.
The Mothers Against Drunk Driving led Pledge to be a designated driver, which has encouraged and resulted in individuals actively contributing to reducing road accidents and saving lives.
Indian Context.
SALT SATYAGRAH or SWADESHI ANDOLAN were two prominent pledges linked to concrete action that helped the India Freedom Movement.
Recently, we have seen many more pledges with a limited impact.
In 2014, the Swatch Bharat Pledge (Clean India campaign) led to increased awareness and significant improvement in sanitation. It involved active toilet constriction, celebrity participation, and simple solutions to encourage sustainable waste management practices.
The 2019 Jal Shakti Abhiyan Pledge (water conservation) rejuvenated water bodies, enhanced rainwater harvesting, and led to water conservation projects across India.
Harit Diwali’s pledge to avoid firecrackers, conserve energy, and spread awareness about environmental protection has had its share of success and objections. The Fit India Movement Pledge, Beti Bachao Beti Padhao Pledge, Environmental (Paryavaran) Pledge, and Sankalp Se Siddhi Pledge (new India Movement) are other pledges we have seen in the country. This raises the question of how many pledges are too many.
Enhancing Pledge Effectiveness.
Pledges have been more of an act of passing the guilt. However, pledges can be effective when used in the context of communities, brands, and movements. The success largely depends on several factors, and the Quality Bharat Pledge still needs to fulfil them.
Commitment & Buy-In.
A pledge alone doesn’t guarantee action. At best, it can inspire a sense of belonging, but the impact may be short-lived without continuous reinforcement and alignment with the individual’s values.
Tangible Action.
The commitment and emotional investment are significant, and we can expect a better degree of involvement, engagement, and desired change when people pledge but also contribute something tangible like time, effort, or finances.
Public Accountability.
When the pledge is made in a public or social context or is communicated to a larger set of stakeholders that the participants are emotionally or otherwise answerable, it can strengthen and encourage adherence. The participants are more likely to follow through on promises that they’ve shared openly.
Incentives & Recognition.
Offering certificates (like the one I got from Quality Bharat Mission ) adds an element of recognition, which can motivate some. However, if it is not tied to something real, measurable change or follow-up, it will most likely remain a token gesture that means nothing.
Financial Pledging.
Financial pledging can lead to a long-term engagement. It can create a sense of personal responsibility and an emotional association with the cause’s success, like the pledges pushed by CRY and PETA.
If not tackled well with continuous reminders and active engagement, a financial pledge can become a way of outsourcing responsibility or mitigating guilt. Unfortunately, without active engagement, it mostly ends with, “I have pledged, or I have donated, and my part is done.”
Signing a petition is an effort that usually does not work. It did not work for pushing for smoother pet travel in India. In contrast, crowdfunding is an active financial pledge of support and works for many NGOs, treatments and ever supporting an artist.
Net Net – Getting A Pledge Right.
The pledge is a symbolic starting point to make people feel part of a more significant movement. It may risk being seen as hype, especially if it’s a ceremonial act without meaningful follow-up. Offering a certificate of pledging provides a token of recognition. However, a pledge combined with clear, actionable steps and participant contributions can be a powerful catalyst for change.
Fundamental transformation depends on how well the pledge is followed up. What initiatives allow participants to contribute to the cause? Some of the possible initiatives include adopting better practices in workplaces or homes and participating in training programs. Additionally, volunteering time and efforts on related monitored projects that are frequently updated and communicated can be used.
Financial pledging and personal involvement increase the likelihood of success, as both commitment forms reinforce the cause’s importance.
A robust system of tracking progress and ongoing engagement with pledge holders can provide them with opportunities to actively contribute to achieving the vision and objectives. It would be a waste of time, effort and resources if the pledge remains a one-off symbolic gesture.
I would love to know if you have ever pledged for some cause. What were the reasons for your pledging? What impact did it make? Could specific active engagement activities have helped its effectiveness? What is the best pledge support campaign you have encountered? Have you used Pledge for a brand, and how has been your experience?
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