New Delhi, 20 August (H.S.): The Bharatiya Janata Party (BJP) has drawn up a new strategy to strengthen its outreach among Gen Z and establish direct communication with young people. Moving beyond traditional one-way messaging, the party plans to expand interactive engagement on social media platforms such as Instagram, Snapchat and Reddit, while also reaching out directly to students at colleges, universities and coaching institutes.

Against the backdrop of student protests following the NEET examination controversy and the prevailing sentiment among young people, the party has decided to focus on those in the 14-to-22 age group. Directions have reportedly been issued to the party organisation in all states, with the outreach campaign planned to continue throughout the year.

According to party sources, the campaign will operate on two levels.

The first will be digital outreach, involving communication on platforms such as Instagram, Snapchat and Reddit in the language and style preferred by young users. Instead of relying heavily on text, the party will focus on reels, short-form videos and visual content. A two-way communication strategy will also be adopted to obtain opinions and feedback from young people.

The second component will involve direct interaction at educational institutions. Union ministers, Members of Parliament, legislators, organisational office-bearers and party workers will engage with students at colleges, universities, schools, coaching institutes and sports clubs through informal conversations. These interactions will be kept non-political, and party flags and banners will not be used.

The media will be kept away from these programmes, and no public statements will be issued after the interactions. Students will not be prevented from recording the conversations if they choose to do so. The format and venue of each interaction will be decided according to the convenience of the young participants.

Discussions will focus on examinations, curriculum, employment, competitive examinations, careers and issues concerning the future. As part of the campaign, students will be invited to offer suggestions for improving the education system. Rather than blaming previous governments for existing problems, the emphasis will be on discussing possible solutions.

The party also plans to seek young people’s views on national and international issues.

Focus on nurturing young leadership

The BJP has also prepared a strategy to promote more young faces within both the party organisation and the government. Bharatiya Janata Yuva Morcha workers will form dedicated youth teams in every Assembly constituency and maintain regular engagement with educational institutions.

According to sources, senior leaders at the central level, along with local Members of Parliament, will be sent to major universities, IITs, IIMs and prominent research institutions for direct interaction with students.

Special attention will be given to major coaching hubs such as Kota, Patna, Prayagraj, Bengaluru, Visakhapatnam and Thiruvananthapuram. The party believes teachers and coaching networks can provide an effective channel for reaching large numbers of young people.

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Hindusthan Samachar / Jun Sarkar