MALAKAND PILOT COMMUNICATIONS CAMPAIGN AGRICULTURAL RECOVERY PROGRAM
The co-branded campaign was designed to create awareness of the activities and to promote accomplishments of the Agricultural Recovery Program among the rural beneficiaries of the program, opinion leaders in their communities, the media, civil society organizations, and urban audiences.
MALAKAND PILOT COMMUNICATIONS
CAMPAIGN AGRICULTURAL RECOVERY PROGRAM
MALAKAND PILOT COMMUNICATIONS CAMPAIGN
CONTENTS CAMPAIGN AT A GLANCE USAID'S AGRICULTURAL RECOVERY PROGRAM Summary Background and Context Key Objectives CAMPAIGN OBJECTIVES RADIO CAMPAIGN Target Audiences Reach of Radio Campaign 1. Public Service Announcements (PSAs) Format Projection and Content Cost 2. Beneficiary Testimonials Format Projection and Content Cost 3. Magazine Show Format Projection and Content Cost 4. Talk Show Format Projection and Content Cost TELEVISION CAMPAIGN 1. Documentary Format Projection and Content Reach of TV Campaign Cost PRINT CAMPAIGN Target Audience 1. Newspaper Advertisement Format Projection and Content Cost 2. Newspaper Editorials Projection and Content Cost EVENTS 1. Press Briefing Format Projection and Content Cost OTHER PRODUCTS 1. Banner Campaign Target Audience Format Projection and Content
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AGRICULTURAL RECOVERY PROGRAM
Cost Media Outreach Visits Cost SUMMARY OF SUBCONTRACTORS PRE-CAMPAIGN AUDIENCE ANALYSIS 1. Qualitative Study Objectives Research Methodology and Design Target Respondents Key Areas of Concern Perceptions about the United States Communication Channels 2. Quantitative Study Objectives Research Methodology and Design Target Respondents Results & Findings THE TEAM Sara Sullivan – Director of Communications Asma Farooq – Deputy Director of Communications Shahzad Badar – Media Advisor Umbreen Salim – Communications Specialist Mohammad Usman – Communications Associate Schanzah Khalid – Communications Associate (Training & Events) Qasim Ali Khawaja – Web Consultant Fatima Syed – Intern APPENDICES Appendix 1 – Newspaper Editorials Appendix 2 – Print Coverage of Event (Region-wise) Islamabad Azad Jammu Kashmir – Rawalkot Lahore Karachi Peshawar Quetta 2.
4 6 6 6 6 7 8 8 8 9 9 9 9 9 9 10 10 11 11 11 11 11 11 12 12 13 13 13 13 14 15 16 16 16 16 16 17 17 17 17 18 18 18 18 21 22 22 22 22 22
23 23 24 25 26 26 26 26 26 27 28 28 29 29 29 29 29 37 37 37 37 37 38 38 38 38 39 39 39 41 45 46 50 53 58
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MALAKAND PILOT COMMUNICATIONS CAMPAIGN
CAMPAIGN AT A GLANCE Program Name
USAID's $62 million Agricultural Recovery Program
Campaign Objectives
a. Emphasize the timely efforts of the provincial government of Khyber Pakhtunkhwa (specifically the Provincial Reconstruction Rehabilitation and Settlement Authority or “PaRRSA�) in assisting the people of the province in their time of need.
AGRICULTURAL RECOVERY PROGRAM
Campaign Costs Agricultural Recovery Program Campaign Costs Total Cost for Radio Products $8,482.60 Total Cost for Television Products $31,909.00 Total Cost for Print Products $3,475.30 Total Cost for Events $4,272.10 Total Cost for Other Products $10,804.50 Pre-Campaign Audience Assessment Research $25,842.90 Thematic Design & Photography Cost Total Cost Of Campaign
$15,560.80 $100,347.10
b. Highlight the support of the American people and the US government in making this assistance possible.
Campaign Roll-out Major Campaign Radio
Television
Print Events
January 8, 2011 to February 14, 2011
5 5 1 1
# of Airings 225 45 3 3
Product Cost $2,580 $2,351 $1,776 $1,776
1
604*
$31,909
4 1 (in two newspapers) 54** 1 1 (1000 banners across 3 cities) 119 journalists met
NA
NIL
NA
$3,475
NA NA
NIL $4,272
NA
$8,221
NA
$2,584
Product
Numbers
PSAs Beneficiary Testimonials Magazine Show Talk Show Documentary (production and airing) TV Coverage Newspaper Advertisement Newspaper Articles Press Briefing Banner Campaign
Other Media Outreach Visits
* This includes 600 airings on local cable channels and four airings on national TV channels. ** The breakdown is as follows: Interviews: 3. Print articles including regional coverage: 38. Web articles: 13
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MALAKAND PILOT COMMUNICATIONS CAMPAIGN
AGRICULTURAL RECOVERY PROGRAM
USAID'S AGRICULTURAL RECOVERY PROGRAM
CAMPAIGN OBJECTIVES
Summary
A comprehensive communications campaign for radio, print, and TV was designed and implemented over a period of three months, from Mid-November 2010 through February 2011, at a total cost of $100,347. As directed by USAID, the communications campaign focused in particular on assistance to the Khyber Pakhtunkhwa province, which received $21 million in funding through the Agricultural Recovery Program.
USAID's Agricultural Recovery Program was designed to provide immediate assistance for restoring the livelihoods of farming families in Pakistan's flood-affected areas. The eight-month, $62 million dollar program was implemented by UN FAO, and the communications campaign was implemented by Chemonics International and co-branded USAID and PaRRSA.
The two-pronged objective of the communications campaign was to:
Background and Context
1)
Beginning in July 2010, heavy monsoon rains caused the most severe flooding in Pakistan's history. Flash floods across the country affected over 20 million people, and more than 11,000 villages were either partially or fully destroyed. Damage included the loss of stored wheat seed for the 2010 rabi (winter) planting season upon which the rural poor depend for survival.
Emphasize the timely efforts of the provincial government of Khyber Pakhtunkhwa (specifically the Provincial Reconstruction Rehabilitation and Settlement Authority or “PaRRSA�) in assisting the people of the province in their time of need.
2)
Highlight the support of the American people and the US government in making this assistance possible.
The Agricultural Recovery Program ensured food security for 1,690,400 people by providing seed and other support so the 2010 rabi wheat crop could be planted. Timely assistance by USAID helped approximately 211,300 of the most vulnerable farming households and put special emphasis on femaleheaded households, female farmers, and households with children under five years old.
The co-branded campaign was designed to create awareness of the activities and accomplishments of the Agricultural Recovery Program among the rural beneficiaries of the program, opinion leaders in their communities, the media, civil society organizations, and urban audiences. Different mediums were used to reach different audiences, as detailed in the campaign breakdown below.
Key Objectives l Distribution of wheat seeds and fertilizers for the rabi 2010 planting season; l Immediate resumption of the agricultural production cycle to underpin food security through
provision of vegetable seeds, especially to female farmers; l De-silting of critical farm irrigation infrastructure in time for the rabi 2010 planting season
through cash-for-work programs; l Protection and restoration of livestock productivity through provision of livestock input
supplies; l Provision of training for improved production.
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MALAKAND PILOT COMMUNICATIONS CAMPAIGN
RADIO CAMPAIGN (Roll-Out: January 8 – January 23, 2011)
The radio campaign included four types of products: Public Service Announcements, beneficiary testimonials, a magazine show, and a talk show. The products were aired repeatedly over a fifteen-day period on radio channels operating in cities of Khyber Pakhtunkhwa and the Malakand area.
Target Audiences The radio products were designed to create awareness about the program among the following target audiences: l Beneficiaries of the Agricultural Recovery Program (especially illiterate and uneducated populations) l Farmers in Khyber Pakhtunkhwa l Government of Pakistan l Non-beneficiary communities in urban and rural areas l Media Personnel
Reach of Radio Campaign Radio is an important and popular source of information for many in Khyber Pakhtunkhwa, especially people residing in its rural, far-flung areas where media such as television and the internet are not accessible. Radio products were therefore vital for promoting the program among its beneficiaries, as well as other audiences in KPk. All radio products were aired in Pashto on Radio Pakistan, FM 101, and VOP FM96 (a local radio channel based in Swat) to ensure maximum penetration and understanding among local audiences in Khyber Pakhtunkhwa, specifically Malakand. The products were aired collectively during a fifteen-day period from January 8 to January 23, 2011 and the airing schedule was aligned with the roll-out of other campaign products in order to target audiences through multiple mediums simultaneously, amplifying the overall effect of the campaign.
Channels PBC - Radio Pakistan (Peshawar/Swat)
FM 101 (Peshawar/Swat) VOP FM96 (Swat)
Reach Rawalpindi, Multan, Hyderabad, Peshawar, Faisalabad, Karachi, Lahore, Quetta, Bahawalpur, Khairpur, D.I.Khan, Abbottabad, Muzaffarabad, Gilgit, AJK & Mianwali. Islamabad, Karachi, Lahore, Peshawar, Quetta, Hyderabad, Faisalabad, Sialkot. Khyber Pakhtunkhwa/FATA and adjoining areas of GT Road from Peshawar to Rawalpindi.
AGRICULTURAL RECOVERY PROGRAM
1.
PUBLIC SERVICE ANNOUNCEMENTS (PSAs)
These are useful, informative messages “brought to you by the provincial government and USAID” aired repeatedly to convey positive associations and cement the specifics of assistance in the minds of the audience. Research has shown that technical and educational information conveys positive benefit on the subject of promotion in a different way that outright advertising. Five different PSAs were developed, recorded, and aired on radio for the Agricultural Recovery Program.
Format The five PSAs were 30 seconds each, and were aired in the Pashto language of the KPk province. They were repeated eight to fifteen times daily for fifteen consecutive days to ensure maximum reach and recall for the farmers and other audiences.
Projection and Content The text of the PSAs was developed in coordination with the implementing partner FAO. They conveyed technical messages for farmers about best practices for nurturing their wheat crop and ensuring higher productivity. Consistency was maintained in the background music and narrator's voice to ensure clarity, recall, and maximum understanding by all audiences even if uneducated. The messages were as follows: 1. “The first watering of your wheat crop should be done 20-25 days after sowing the seeds.” 2. “With the first watering, your wheat crop should be fertilized with a minimum of 12.5 Kg Urea per acre to get a good crop. This will increase the size and numbers of plants.” 3. “In areas where rice is cultivated, the wheat crop should be watered 30-35 days after sowing seeds.” 4. “A second watering of your wheat crop should be done 80-90 days after sowing seeds.” 5. “After the first and second watering of your wheat crop, weed out wild plants when the water goes down.” Each PSA ended with a tagline stating, “This message was brought to the audiences by the provincial government of Khyber Pakhtunkhwa through USAID.”
Cost Total Cost of Public Service Announcements for Radio Campaign: $ 2,580
2.
BENEFICIARY TESTIMONIALS
Five radio testimonials about the program were recorded and aired on selected radio channels. These are 1-2 minute testimonials in the form of short radio “ads” from beneficiaries who have directly benefited from USAID/PaRRSA assistance. The testimonials are a low-cost and effective way to bring the human element of assistance to life throughout the broadcast day and to encourage positive recall of provincial and US government support.
Format Each testimonial was recorded in Pashto between 90 and 120 seconds in duration and emphasized the role of the provincial government in providing agricultural relief from the floods. They were aired three times daily for fifteen consecutive days on a pre-approved schedule.
Table 1: Radio Products – Channel Outreach by Region
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MALAKAND PILOT COMMUNICATIONS CAMPAIGN
Projection and Content
3.
The testimonials were beneficiary-focused and emphasized the direct benefits provided to farmers and their families. A host first introduced the beneficiary to audiences, which was followed by a few short sentences by the beneficiary about the devastation the floods caused their family and fields and how the provincial government stepped in to help them. Each testimonial ended with one of the core campaign slogans, and the text of the testimonials was as follows:
This is a radio show produced in a “reality TV” style, quite popular with audiences, that includes interviews with beneficiaries in the field. The show highlighted provincial government and USAID assistance in an interactive, easy-to-understand format.
Testimonial 1 Host – “Gul Bibi got seeds for garden vegetables from the provincial government: let's see what she says…” Testimonial– “The flood left us with nothing. Life seemed to be stopped. The provincial government gave us hope to start life anew. They provided us free seeds for garden vegetation. Today I am optimistic that I can feed my children.” Core Campaign Slogan #1: “USAID - Building Back Malakand with the Provincial Government.” Testimonial 2 Host– “Another beneficiary of the Rabi Seed Program, landlord Aslam Khan says…” Testimonial – “Usually rains are good for crops. But no one can resist the trial of time. Flood swept away everything. It meant the loss of hundreds of thousands. Revival of life seemed almost impossible. But it is said that poor is not the one who has nothing, rather poor is the one who has no friends. USAID stood side by side with the provincial government as a friend indeed for providing us free rabi seeds, fertilizer, and training. Today our fields are growing green again. When I look at my land, my heart thanks Almighty Alllah and USAID.” Core Campaign Slogan #1: “USAID - Building Back Malakand with the Provincial Government.” Testimonial 3 Host – Another beneficiary, Din Muhammad, also got free rabi Seeds from the Provincial government, he says … Testimonial – “I used to collect rabi seeds before the sowing season starts, because quality seeds and timely sowing are necessary for a good crop. I am thankful to the provincial government that provided me free of cost quality rabi seeds and fertilizers in time.” Core Campaign Slogan #1: “USAID - Building Back Malakand with the Provincial Government.” Testimonial 4 Host – “Sardar Khan, who received training in cultivation, says…” Testimonial – “I was of the view that flooded land cannot be re-cultivated. But agricultural training by the provincial government changed my opinion. Now my fields are alive again thanks to the provincial government who provided me free training, rabi seeds, and fertilizers. Thanks also to USAID for being with us in the hour of need.” Core Campaign Slogan #1: “USAID - Building Back Malakand with the Provincial Government.” Testimonial 5 Host– “Another beneficiary, Wasim Ahmed, speaks about the aid provided by USAID…” Testimonial – “A friend in need is a friend indeed. The government and people of America stood shoulder-to-shoulder with the government and people of Pakistan in the time of trial and tribulations. Their helping hand during the floods has proven that they are true friends.” Core Campaign Slogan #1: “USAID - Building Back Malakand with the Provincial Government.”
Cost Total Cost of Radio Testimonials: $2,351
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AGRICULTURAL RECOVERY PROGRAM
MAGAZINE SHOW
Format The magazine show was 30 minutes in duration and was aired twice in Pashto on the target radio channels in Khyber Pakhtunkhwa during the radio campaign.
Projection and Content The show was hosted by a Pashto-speaking male anchor who was briefed and prepared with requisite background knowledge of the Agricultural Recovery Program and its initiatives. The host had an appealing and convincing voice in order to grab the attention of the audience. Six beneficiaries were selected for the show who could effectively express their sentiments about the program and had a convincing appeal and presence. The show opening was emotive with accompanying suitable sound effects; the background music changed in tune with the mood of the conversation. The host gave the radio audience background information on the current situation related to the distribution of wheat seeds for sowing, livestock feed, and de-silting of channels in the targeted areas of Khyber Pakhtunkhwa. Then each participant took the audience through their personal story and covered the following aspects: l Damage caused by the flood l How was his/her family was affected l Monetary value of the damage l How important the help was that came from the provincial government and USAID in the form of seed distribution l What impact do they expect the assistance will have on their future crops and sustenance
Cost Total Cost for Magazine Show: $ 1,776
4.
TALK SHOW
A radio talk show in a panel format was produced and aired to highlight the involvement of the provincial government in agricultural recovery of the flood-affected areas in KPk. The show included representatives from the provincial government as well as agricultural experts from the program's implementing partner, FAO. The talk show format allows the audience to hear from government officials personally, underscoring the assistance and concern of the government for the people of the province.
Format The talk show was 30 minutes in duration, conducted in Pashto, and aired three times during the radio campaign. A brief with sample questions and answers was prepared for participants regarding the specific agricultural damages caused by the floods, the impact on food supply, and the vital support provided by the Agricultural Recovery Program in shoring up food security after the devastation.
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MALAKAND PILOT COMMUNICATIONS CAMPAIGN
AGRICULTURAL RECOVERY PROGRAM
TELEVISION CAMPAIGN Projection and Content The following questions were asked of the government and FAO representatives during the radio talk show: l What are the objectives of the Agricultural Recovery Program? l Who is funding this program? l What damage did the floods cause to agriculture in the region? l What was the amount of the losses and what did it mean for the farmers? l What are USAID and the provincial government doing to help? l What will the impact of this program be? l How many families/number of households are expected to benefit from this program? l What is the geographical spread of the program? l How will the program impact the farmers and the local economy? l What kind of seeds was distributed? l Why were these specific types of seeds (wheat, vegetables) chosen for distribution? l What about landless farmers, or tenants and sharecroppers? Will this program help them in any way? l What was the maximum size of landholding for beneficiaries of this program? l What were the criteria of selection for assistance? l Were women also included? l Livestock is another important source of livelihood that took a severe hit after the floods. Is the program doing anything to cater to that? l How was the distribution done? l Were any training given to farmers? If yes, what were they and who gave them? l What role did the local government play in the implementation of this program? l What will the next step be after distribution? l What is the way forward after this emergency effort?
Cost Total Cost of Talk Show: $ 1,776
(Roll-Out: January 22 – February 14, 2011)
1.
DOCUMENTARY
A documentary titled “Seeds of Change” was produced with the aim of bringing national and regional attention to the timely efforts of the government of Khyber Pakhtunkhwa to respond to its people in crisis and the support of the American people in that assistance. Specifically, the documentary highlighted the rabi wheat seed distribution in the aftermath of the floods, and the food security that was provided to farmers and families as a result of the program.
Format The documentary produced was nineteen minutes long, produced in that length to air in 30-minute slots on national and regional channels as detailed below. It included footage of the flood disaster, coverage of ruined fields and empty grainhouses, footage of the successful seed distribution, and interviews with beneficiaries, government officials, and a USAID representative. Filming of the interventions occurred in Nowshera and Lower Dir, and recording of interviews took place in Islamabad and Peshawar.
Projection and Content The documentary showed both wide scale, dramatic footage of flood damage as well as demonstrating the suffering at the more intimate, personal level of individual households. The USAID-branded bags of seeds given out at the distribution were highlighted repeatedly, and other images containing the USAID logo to aid in recall and positive associations with the branding. Beneficiary farmers were interviewed directly in the field, while images of empty seed storage units were contrasted with scenes of farmers sowing their new wheat seeds onto their land. The documentary had three different language versions for different audiences:
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Audience
Medium of Broadcast/ Communication
General Public of Malakand (beneficiaries and non-beneficiaries)
Local Cable TV Channels*
General Public of Pakistan (including the KPk province)
Dawn TV, Geo News, PTV News and PTV Nationall
USAID/ USG
Airing Dates: January 30 to February 14, 2011
Airing Dates: Geo News – January 22, 2011 Dawn TV – January 23, 2011 PTV National – February 5, 2011 PTV News– February 6, 2011 DVDs for internal distribution
Language
Pashto Version Pashto Voiceover Interviews in Pashto = unchanged Interviews in Urdu and English = Pashto Voiceover Urdu Version Urdu Voiceover Interviews in Pashto = Urdu Voiceover. Interviews in Urdu = unchanged Interviews in English= Urdu Voiceover
English Version Urdu Voiceover All Urdu and Pashto content accompanied by English subtitles.
Table 2: Documentary – Target Audience, Medium of Broadcast, and Language Versions * The regions covered through local cable networks were Abbottabad, Manshera, Nowshera, Mardan, Haripur, Bannu, Peshawar, Kohat, Havelian and D.I. Khan in Khyber Pakhtunkhwa, and the districts of Chitral, Dir Upper, Dir Lower, Swat, Buner, Shangla and Malakand Agency in Malakand Division.
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MALAKAND PILOT COMMUNICATIONS CAMPAIGN
AGRICULTURAL RECOVERY PROGRAM
Reach of TV Campaign In the case of the documentary, a single communications product was used to target multiple audiences. A national airing on Geo News and Dawn News over the weekend of January 21, 2011 reached the national cable audiences, airings on PTV News and PTV National reached national non-cable audiences and especially communities in KPk, and multiple airings on local cable channels in KPk directly targeted beneficiary communities and audiences not served by national broadcasts. The TV Campaign was designed to include in addition a 30-minute talk show with high-level USG and GOP officials participating, to be aired free of cost on Geo TV. However, this talk show could not proceed due to unavailability of required USG officials.
National Coverage: Channels Geo News PTV News Dawn News
MindShare (percentage of cable watchers) 79% 23% 38%
Market Share/Coverage 11% 15% 1%
Figure 1: Documentary – Regional Coverage; Households and Individual Subscribers Reached
Table 3: Documentary – National TV Coverage Statistics
Regional Coverage: City Abboatabad/Mansehra Nowshera Mardan Haripur Bannu Peshawar Kohat Hawelian D I Khan Swat
Area Coverage 100% 95% 100% 95% 100% 92% 100% 90% 85% 100%
Cable homes 470,000 35,000 56,000 47,000 32000 103000 41,000 12,000 27,000 6,500
Total Subscribers 2,350,000 175,000 280,000 235,000 160,000 515,000 205,000 60,000 135,000 32,500
Table 4: Documentary – Regional Coverage Statistics (through Local Cable Networks) Figure 2: Documentary – Regional Coverage; Percentage Area Covered by Region
Cost Total Cost for Documentary Documentary Production Documentary airing on Dawn TV Documentary airing on Geo News Documentary airing on PTV News and PTV National Documentary airing on local cable networks
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$ 31,909 $ 13,579 $ 5,820 $ 4,672 $ 893 $ 6,945
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MALAKAND PILOT COMMUNICATIONS CAMPAIGN
PRINT CAMPAIGN
AGRICULTURAL RECOVERY PROGRAM
Cost Total Cost for Newspaper Advertisements: $ 3,475
(Roll-Out: December 23, 2010 – January 9, 2011) PDMA-PaRRSA Government of Khyber Pakhtunkhwa
Print media is an important source of information for urban, educated audiences in Pakistan as well as for the opinion leaders in rural communities who inordinately influence public perceptions. This medium was therefore an important component of the campaign to raise overall positive awareness of the work of the provincial government and USAID for post-flood agricultural recovery.
Target Audience l Urban, educated audience in Khyber Pakhtunkhwa l Rural community leaders l Beneficiaries of the program l Government of Pakistan officials l Policy makers
1.
NEWSPAPER ADVERTISEMENT
Newspaper advertisements containing the Core Campaign Slogan #2 and the thematic campaign for the program were placed in two high-readership newspapers in KPk, one English and one Urdu, to achieve visibility for the program, highlight the efforts of the provincial government, and confer positive USAID logo association.
BUILDING BACK OUR AGRICULTURE
Format
The Government of Khyber Pakhtunkhwa with the help of the American people.
Both advertisements were colored, quarter-page ads with dimensions of 27 cm x 4 columns. The advertisements were co-branded with the USAID and PDMA-PaRRSA logos to reflect the involvement of both organizations in making the program a success.
2.
Projection and Content The advertisements were simply worded with Core Campaign Slogan #2, focusing on the “Building Back” theme that was echoed throughout the campaign to increase recognition and recall. The ad contained three basic components: the graphic component with a hand full of wheat seeds in a rural scene, the campaign slogan “Building Back Our Agriculture,” and the statement that the assistance came from the American people through USAID and the provincial government. The ad was in Urdu or in English depending on the language of the selected newspaper. The advertisements were placed to ensure visibility among a large group of diverse print audiences. Accordingly, one advertisement was placed in the English newspaper The News while the other on the front page of Daily Mashriq, the two newspapers with the highest readership in Peshawar and surrounding communities. The ads appeared on the same day and in tandem with other elements of the campaign for maximum impact. Newspaper The News Daily Daily Mashriq
Circulation 150,000 120,000
Readership 1,200,000 960,000
Table 5: Newspaper Advertisement – Circulation and Readership Statistics
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NEWSPAPER EDITORIALS
Through collaboration with our media network, interviews and newspaper editorials were also arranged for high-level personnel closely engaged with the program. These editorials appeared in prominent newspapers, providing visibility as well as information about USAID and PaRRSA efforts for flood rehabilitation in KPk. The focus of these editorials was on the Agricultural Recovery Program as well as general US assistance to KPk/FATA, specifically Malakand in light of the conflict.
Projection and Content Newspaper Business Recorder Pakistan Today
Date Published December 23, 2010 December 23, 2010
Financial Times
February 11, 2011
Circulation 90,000 30,000 390,121 (global print circulation)
Readership 720,000 120,000 1,900,000 (worldwide daily readership)
Table 6: Newspaper Editorials –Circulation and Readership Statistics
Cost All newspaper editorials were published free of cost.
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MALAKAND PILOT COMMUNICATIONS CAMPAIGN
AGRICULTURAL RECOVERY PROGRAM
EVENTS 1.
PRESS BRIEFING
A high-profile press briefing event, “Building Back Our Agriculture,” was arranged for the media in Peshawar to promote the success of the Agricultural Recovery Program. Participants at the briefing included U.S. Coordinator for Economic and Development Assistance in Pakistan Ambassador Robin Raphel, Provincial Minister of Agriculture Arbab Muhammad Ayub Jan, US CG Peshawar Constance Arvis, USAID Regional Director for KP/FATA Edward Birgells, and Country Director FAO Luigi Damani to answer questions from the media about the program.
Format A formal invitation from the Peshawar Press Club to Ambassador Raphel was arranged for the event to maximize attendance and positive coverage. The press briefing included remarks from the Ambassador and the Provincial Minister of Agriculture, as well as a premiere of a 4-minute clip from the documentary “Seeds of Change.” After remarks, the floor was opened for questions from the media about the program to encourage wide media coverage.
Table 7: Press Briefing Event – Media Outlets Providing Post-Event Coverage
Projection and Content 81 journalists representing 26 newspapers, 10 news channels, and 5 radio outlets attended the event. The following outlets provided print and TV coverage of the event, all of which was positive:
TV Coverage:
Channel Aaj News Dawn News ATV
MindShare (percentage of cable watchers) 52% 36% 1%
Market Share NA 1% 35% (terrestrial)
Table 7: Press Briefing Event – National TV Coverage Statistics
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MALAKAND PILOT COMMUNICATIONS CAMPAIGN
AGRICULTURAL RECOVERY PROGRAM
Print Coverage: Newspaper Pakistan Today Daily Pakistan Observer Nawai-e-Waqt Daily Exress Daily Aaj Daily The Frontier Post Daily Times Daily Patriot Daily Mashriq Daily Country News Express Tribune Daily Islam Daily Kainat Daily Musalman Daily Jurrat Daily Taqat Daily Aaj Kal Daily Din Daily The Leader Daily Surkhab Daily Jihad Daily Statesmen Daily Aazadi Daily Intekhaab Daily Jinnah Daily Sahafat Business Recorder The Nation The News TOTAL
Circulation 30,000 65,000
Readership 120,000 260,000
500,000 800,000 118,000 80,000
4,000,000 6,400,000 944,000 640,000
90,000 10,000 120,000 15,000 65,000 20,000 50,000 40,000 25,000 80,000 250,000 150,000 40,000 30,000 35,000 20,000 25,000 30,000 120,000 70,000 90,000 80,000 150,000 3,198,000
720,000 80,000 960,000 120,000 520,000 160,000 400,000 320,000 200,000 640,000 2,000,000 1,200,000 320,000 240,000 280,000 160,000 200,000 240,000 960,000 560,000 720,000 640,000 1,200,000 25,204,000
Figure 4: Press Briefing Event – Print Media Circulation and Readership Statistics (ii)
Cost Total Cost for Press Briefing: Venue and Catering Audio/Visual Facilities Communication and Branding Materials Editing of Documentary Clip Event-specific Media Monitoring
$ 4,272 $ 2,330 $ 344 $ 717 $ 294 $ 587
Table 8: Press Briefing Event – National and Local Print Coverage Statistics
Figure 3: Press Briefing Event – Print Media Circulation and Readership Statistics (i)
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MALAKAND PILOT COMMUNICATIONS CAMPAIGN
OTHER PRODUCTS
AGRICULTURAL RECOVERY PROGRAM
Cost Total Cost for Banner Campaign: $ 8,221
2.
1.
BANNER CAMPAIGN
To complement the products in other mediums, city-wide banner campaigns in important cities of KPk and the Malakand Division were also conducted. These were conducted to ensure the average person on the street was aware of the program and the organizations supporting it, and were done with colorful visual design and appeal.
MEDIA OUTREACH VISITS
Outreach to editors, bureau chiefs, and individual reporters was an important part of the strategy to foment interest in covering the program and to ensure positive coverage and support of USAID activities from the media. To this end, a number of prominent journalists and media personnel were met with informally to discuss the program and marshal media support. Media outreach visits are an essential part of any communications campaign and were conducted in Islamabad, Lahore, Swat, and Peshawar. Details of the visits are as follows:
Media Outreach Visits – Islamabad No 1
Target Audience l Local residents of Peshawar, Nowshera and Malakand l Government of KPK and PaRRSA officials
Format The banners used in the campaign contained Core Campaign Slogan #2 and tagline in the Pashto language were 12' x 4' in size, and placed in prominent locations and street corners in each selected city/district. They were co-branded with the USAID and PaRRSA-PDMA logos, and repeated the visual imagery from the print advertisement and the event backdrop for consistency and recall.
Projection and Content The banners were placed on prominent, busy locations near foot traffic in the selected cities to increase visibility. 400 banners were placed in Peshawar, 200 in Nowshera, and 300 in Swat/Malakand. The following locations were covered through the banner campaign: City/District Peshawar
Nowshera
Swat/Malakand
Localities Covered Main bus stand GT Road Charsadda Road/Motorway Interchange Circular Road (Ring Road) Kisa Khwani Bazar Khybar Bazar Kohati Chowk Ashnaghri to Qila Balisaar University Road (Peshawar University) Lady Reading Hospital Main GT Road Nowshera Bypass Road Main Bus Stand Kabul River Interchange Motorway Link Road Tehsil Headquarter Hospital Main Bazar Main Bazar Mingora City Swat Bazar Lari Adda Main DHQ Hospital Peepal Chowk (Mingora)
2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28
1 2 3 4 5 6 7 8 9 10 11 12 13
Organization ELECTRONIC MEDIA AAJ TV (Also reports for NBC and Turkish National TV) AAJ TV AAJ TV ARY TV ARY TV ARY TV ATV ATV Geo TV Geo TV Geo TV Geo TV Samaa TV Samaa TV Samaa TV Dawn News PBC (Radio Pakistan) PTV News PTV News PTV News Waqt News Waqt News Apna News Apna News Rohi TV Rohi T V Rohi TV Al-Jazeera, PTV, appears on all the channels in Pakistan. PRINT MEDIA Business Recorder Business Recorder Dow Jones Nawa-I-Waqt Pakistan Today Voice Of America Naway-E-Aman Naway-E-Aman Daily Musawat Monthly Agriculture Times Daily Times Associate Press Of Pakistan (APP) Associate Press Of Pakistan
Journalist(s) Visited Fakhar-ur-Rehman
Khalid Jamil, Bureau Chief Shakeel Ahmed, Senior Reporter Mohsin Raza, Director News Laiq-Ur –Rehman, Bureau Chief Tariq Mahmood, Reporter Naveed Miraj, Director News & CA Zahid Malik, Reporter Rana Jawad, Bureau Chief Ahad Khan, News Editor Asim Rana, Senior Reporter Shoaib Nazami, Senior Reporter Tahir Rathore, Senior Corre spondent Iftikhar Hussain, Bureau Chief Zulfiqar Ali, Cameraman Aneez Ilyas, Reporter Nauman, Reporter Muzammil Ahmed Khan, Director News Sarwar Munir Rao, Director Current Affairs Waheed Hussain, Coordinator, News & Current Affairs/Anchor Javed Siddique, Director Faiz Paracha, Reporter Raja Abid Mustafa, Reporter Ali Akhtar, Editor Reporting Nasir Asghar, Director Azhar Jatoi, Chief Reporter Khawaja M. Hammad, Reporter Syed Mohammad Tariq Pirzada, Independent Columnist and Guest who works for Al -Jazeera, PTV. Wasim Iqbal Zafar Bhutta. Staff Reporter Ahmed Mukhtar Javed Saddique, Editor, Director of Waqt TV Amer Sohail, Reporter Hassan Syed, Reporter M. Amin Dhuddi, Reporter Mohammed Amin, Editor Amer Rafiq Butt, Editor Tahir Makhdoon, Editor Ijaz Kakakhel, Staff Reporter Imran Sadiq Mohammed Ilyas, Senior Reporter
Table 10: Media Outreach Visits – Electronic and Print Media Outreach Visits; Islamabad
Table 9: Banner Campaign – Locations Covered by Region
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MALAKAND PILOT COMMUNICATIONS CAMPAIGN
Media Outreach Visits – Peshawar No 1 2 3 4 5 6 7 8 9 10 11 12 13
Organization PRINT MEDIA Peshawar Press Club Daily Jang Daily Jang Daily Express Daily Express Daily Express Daily Ilhaq Daily Jirga Daily Khabroona Daily Wahadat Dunya News Daily Ausaf Daily Mashriq
Journalist(s) Visited Shamim Shahid, President of the Peshawar Press Club Ihtisham Ul Haq Javed Ali Jehanzeb Siddiq Shahid Hamid Ali Murad Nisar Shakir Amjid Ali Khadim Siraj Arif Saeed Gul Musawir Samin Jan Nadir Khwaj Arif Quershi
Table 11: Media Outreach Visits –Print Media Outreach Visits; Peshawar
Media Outreach Visits – Malakand/ Swat No 1 2 3 4 5 6 7 8 9
1 2 3 4 5 6 7 8 9
Organization ELECTRONIC MEDIA Aaj Tv Aaj Tv ATV Geo TV Khyber TV Ary News Samaa Tv PTV The Jang Group (Geo, Jang, The News) PRINT MEDIA The News/Daily Jang Daily Azadi Express Tribune Frontier Post Khabr Kar Daily Ausaf Awaz Chand Express News
Journalist(s) Visited Faiz Zafar, Bureau Chief Rafiullah, Reporter Ghafoor Khan, Bureau Chief Mehboob Ali, Bureau Chief Niaz Ahmed Khan, Bureau Chief Shahzad Alam, Bureau Chief Syed Shahabuddin, Correspondent Shoukat Ali, Bureau Chief Muhammad Esa, Photographer
Eassa Khan, Senior Reporter Fazl-e Rabi Rahi, Senior Editor Fazl-e Haq, Reporter M Shafi-ullah, Reporter Ghafoor Khan, Editor Nasir Alam, Reporter Shahid Ali, Editor Rashid Iqbal, Chief Editor Hazrat Ali, Special Reporter
Table 12: Media Outreach Visits – Electronic and Print Media Outreach Visits; Malakand/Swat
Cost Total Cost for Media Outreach Visits: $ 2,584
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SUMMARY OF SUBCONTRACTORS The communications team enlisted the expertise of five local Pakistani companies in the execution of the campaign, ensuring fair pricing, timely delivery, and quality control for each product. The following are the subcontractors selected to implement various aspects of the campaign, depending on area of expertise; AC Nielsen is an international marketing research firm recognized across the globe for conducting comprehensive studies to gauge the impact of marketing, sales, and consumer opinion. In Pakistan, the presence of the company is limited to Karachi only. The company provides research-related assistance to its clients including forecasting, segmentation and targeting, new product development, brand management, pricing and sales modeling, performance tracking and measurement. Nielsen conducted the pre-campaign audience analysis in both qualitative and a quantitative formats for the pilot communications campaign. CRSS is a small public relations firm based in Islamabad that has special expertise in targeted radio campaigns and advocacy via conferences, seminars, surveys and focus group discussions. CRSS was subcontracted to assist in the radio campaign, including producing and recording the radio testimonials, the radio magazine show, and the radio talk show in Pashto. D'hamidi is an advertising agency based in Karachi, Lahore and Dubai. The company specializes in video and documentary production, media planning, buying and releasing, brand positioning, and brand architecture. D'Hamidi brought their creative expertise to work on the pilot communications campaign for the nationally-aired “Seeds of Change” documentary. M' Communications, commonly known as MCOM, is an advertising agency with presence in Karachi, Lahore and Islamabad. The firm's core competencies include graphic and visual designing, brand consultancy, outdoor advertisements, brand management, e-advertising, and media marketing. The services of MCOM were enlisted to design the Thematic Campaign for the Building Back Malakand communications campaign. Products from this campaign included newspaper advertisements, banners, backdrops, folders and the production and design of a comprehensive radio campaign composed of PSAs, testimonials, magazine show, and talk show. Spectrum is a Social Marketing/Advertising Agency with presence in all major markets in Pakistan: Karachi, Lahore and Islamabad. The company specializes in community outreach and grassroots level events, below the line promotions, brand building, campaign media planning, monitoring, and market research. Spectrum was used on the Buliding Back Malakand campaign to implement the banner campaign, to manage 600 airings of the “Seeds of Change” documentary on local cable channels throughout KPk, and to provide media monitoring for the Agricultural Recovery Program press briefing held in Peshawar with Ambassador Raphel.
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MALAKAND PILOT COMMUNICATIONS CAMPAIGN
PRE-CAMPAIGN AUDIENCE ANALYSIS In order to gauge campaign effectiveness and best tailor communications products before dissemination, it was necessary to conduct a pre-campaign audience analysis. The analysis revealed the perceptions and priorities of target audiences and was designed to serve as a baseline for subsequent study after the campaign's closure. However, no post-campaign assessment was possible due to the suspension of communications unit activities by USAID resulting from budget cuts to the project. The pre-campaign audience analysis had two components: a focused qualitative study and an extensive quantitative study.
1.
Key Areas of Concern Unemployment The key area of concern that was present for respondents was lack of employment. The many existing issues that affected the rate of unemployment were: l Land areas for businesses are not leased/provided l Lack of proper organizations/industries for work l Destruction of fields and other farm areas by floods l Army operations and political problems
Lack of Proper Education The lack of proper educational facilities was a matter of key concern for many respondents. They highlighted that the ratio of private schools present in the Malakand area was higher than that of public schools; almost 70:30. Madrassas were noted in this context.
l To gauge the perception of local opinion leaders (e.g. counselors, religious scholars, teachers,
Inadequate Health Facilities The existing health facilities in the region were not up to the mark according to the respondents. The main reason cited for this was that there were not many hospitals present and those that exited lacked key functionalities that were required to make them top notch, such as well-trained doctors and advanced medical equipment. Institutes for family planning, vaccinations, and Lady Health Workers were thought to be the only government-based organizations that were doing relatively more to benefit communities.
community development leaders, etc.) about USAID, community development needs, and initiatives in the area. l To gauge the perception of local residents about USAID, its assistance, and involvement in community development programs.
Natural Disasters The recent flood naturally caused significant distress for the people in Malakand and many issues and problems resulted from it. These included:
QUALITATIVE STUDY
Objectives The objectives of the qualitative study were:
Research Methodology and Design Focus Group Discussions (FGDs) and In-depth interviews (IDIs) were carried out to probe into the mentioned objectives; and were between 90 – 120 minutes in duration each. FGDs are a beneficial methodology that allows the collection of information simultaneously from a large number of participants. It is considered a successful methodology when applied in rural areas where people are not accustomed to surveys and interviews and hence are reluctant to give information to strangers (interviewer/moderator). The formation of a group breaks barriers to conversation with an interviewer as a result of the presence of other participants from their own community. Moreover, it also gives an opportunity for participants to build the discussion on each others' experiences, allowing them to go into detail on the topics being discussed.
l Lack of Safe Drinking Water – Water that is present is not eligible to drink as it has been
contaminated. Regular drinking water pipelines and drainage lines become mixed and therefore drinking water encourages the growth of severe epidemic diseases. l Agricultural Lands – Crops and fields were severely affected during these floods and this led to the loss of employment and an adverse affect on the economy overall. People were surprised and grieved to note that the government, though having surveyed the areas affected and noted the issues that were there, had done nothing so far to bring about changes and opportunities for growth and renewal after the floods.
Target Respondents
Military Operation The military operation was viewed negatively by most respondents since the Malakand area was severely affected due to the operations carried out. The army was very active in flood relief initiatives though and helped people reach safer ground as well as provided them areas and camps to reside in. This substantially improved the image of the army among the people.
The target respondents for the FDGs and IDIs were males and females residing in Malakand who fell within the age bracket of 20 – 47 years. The respondents were spread across Social Economic Class (SEC) and belonged to SEC A, B and D (This was developed with help of a grid prepared by subcontractor AC Nielsen and is accepted worldwide.). The chosen representative tehsil for this research was Batkhela. A total of six Focus Groups and six IDIs were conducted with the target participants in the Malakand division.
Community Help and Welfare Organizations NGOs were present in the area; however, they were operating on a very low scale, mostly for issues like women's welfare, etc., and many people were not aware of their presence or particular initiatives. People did not know about PaRRSA and were not aware of its functioning or any of its initiatives in the region.
IDI methodology was undertaken in order to gather the most relevant and personal opinions from the interview subjects and also to glean minute details where deemed necessary for strategy development.
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MALAKAND PILOT COMMUNICATIONS CAMPAIGN
Perceived Role of the Government The provincial government on the whole had a very negative role in the minds of the people present. Respondents felt that there was no one credit worthy who they could rely on or ask for help and aid. They felt that the government had played a role in the military operations that occurred and that was the key reason why there had been no development in their region. There was a high level of insecurity due to these operations and the fact that the religious activist party “Taliban” was to be feared. It was also highlighted that the aid offered for this area had not been received by those who deserved it but instead went into the pockets of those who had no need. Foreign Aid that was received was also not shared with the people present and had “disappeared” without any trace. Perceptions about the United States The perception about the US government was found to be fairly positive among a majority of the people, especially due to its role during the floods for helping out flood-affected people. IDP camps that were set in the region by the US also had high recall and were appreciated by the masses even though they believed that aid had not been properly handed over to the needy and it should have been directly handed over to the people rather than to the government or other organizations. Some of the respondents thought that the US government was involved in the destruction that was happening in and around the area in the form of military operations, and that it was providing aid to the people in order to cover up the “scheme” that they had planned. Very few of the local residents knew about USAID however and they could not recall any initiatives taken by it, or anything about its operations. Opinion leaders were more familiar with the name, but could not specify any of its activities or programs.
Communication Channels Different mediums were highlighted as channels of communication through which people learned of the day to day happenings. The print and electronic media were preferred for information to be shared and authentic news and other highlights to be presented. Newspapers, Radio and Television were identified as key channels of communication by the respondents. Newspapers The most commonly mentioned was Mashriq that was read by the greatest readership. This paper was known to have all the latest happenings and insights of what was occurring with the country and its surrounding areas. It was also preferred for most updated and accurate news. Radio Of the radio channels that were present the most commonly heard was FM and Voice of America. People felt that to gain clear cut proper information about the happenings on the nation as a whole, Voice of America was a preferred source. BBC was also mentioned as a key radio channel for insights and information to be gained. Television Many channels were recalled such as GEO, SAMAA, AAJ and Express. Here GEO was seen as a preferred source by many as they felt that news provided by it was authentic and therefore could be trusted.
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2.
QUANTITATIVE STUDY
Objectives The purpose of the quantitative study was to gather statistically representative data to understand the opinion of the local community about the provincial government, USAID, and the US government. Specific issues identified in the qualitative study were quantified through this. The specific objectives were to: l Determine the most effective means of outreach for the target population. l Determine level of brand awareness and recall of USAID in order to tailor a relevant campaign across gender and socio-economic classes. l Find out the positive and negative attributes associated with the brand and what these perceptions are based on across gender and socio-economic classes. l Determine awareness level of the projects done by USAID in the district.
Research Methodology and Design A detailed and comprehensive survey questionnaire was developed by the research agency and approved by the communications team before field research commenced. Once developed and finalized, it was translated into Urdu to improve interviewee comprehension and facilitate dialogue with support functions (such as field, data processing and quality control). The questionnaire contained a detailed section for determination of socio economic class followed by other thematic sections such as National and Local Issues, Awareness of Various Organizations, Education, Health, Natural Disasters, Perception of United States Of America (Prompted), Perception Of USAID (Prompted), Media Habits, and finally, Demographics.
Target Respondents The target respondents for this study were male and female community members of Malakand Division over the age of 15 years. The quantitative study was much more detailed and comprehensive than the qualitative study and had much wider geographical coverage. Rural areas from most of the seven districts in Malakand were covered through the study (Buner, Chitral, Malakand, Shangla, Swat), although some districts had to be left out due to security concerns of conducting any field activity in them. Urban areas covered include Batkhela, Chitral, Mingora, Dir and Timergara. A sample size of 600 respondents was chosen from the districts, with an equal number of male and female respondents. The gender-wise split of the chosen sample can be seen in the table below: Male 75 225 300
Urban Rural Total
Female 75 225 300
Total 150 450 600
Table 13: Quantitative Study – Gender-wise Sample Split
Results & Findings National and Local Issues Issues Perceived As Most Important For Pakistan When the target market was asked about importance of issues faced by Pakistan on a scale 4 to 1, 4 being very important and 1 being not at all important, the quality of education came out as a very important issue followed by economy and jobs, corruption, climate change, political stability and protecting minority rights.
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Issues Considered Most Serious For Pakistan When asked about the most serious issues for Pakistan, inflation was cited as the most serious problem (50%), followed by unemployment (21%) and corruption (10%). Only 5% of the respondents considered terrorism as a serious issue for Pakistan.
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Assistance given to Pakistan by Organizations When asked about assistance given to Pakistan by different organizations / institutions, on a scale of 4 to 1, where 4 meant “Great Deal” and 1 meant “No Assistance at All”, most respondents reported United Nations World Food Program followed by USAID as the agency giving most assistance to Pakistan.
Problems at Local Level At the local level in Malakand, unemployment was mentioned as the primary issue by a vast majority (92%), followed by health care (65%) and education (58%). Military operations (63%) and terrorism (53%), followed by natural disasters (49%), education (39%), healthcare (34%) and unemployment (7%) were cited as secondary issues. Confidence in Institutions When asked about the confidence respondents had in different institutions, on a scale 4 to 1 where 4 meant having most confidence and 1 meant no confidence at all, respondents cited that they had the most confidence in the military followed by religious educational institutes, international organizations, public health systems, courts, state run educational system and education ministry. Respondents did not have confidence in the police, local government or national government. Awareness Regarding Various Organizations. Recall of Organizations Socially Active in Pakistan When asked about organizations socially active in Pakistan without aiding respondents with the names of these organizations, respondents recalled United Nations World Food Program the most (23%) followed by USAID (16%), SRSP (15%) and United Nations (13%). When aided with the names of the organizations socially active in Pakistan, the respondents were most aware of United Nations World Food Program (42%), followed by USAID (39%), SRSP (27%) and United Nations (26%).
Figure 6: Quantitative Study - Assistance given to Pakistan by Organizations
Education Quality of Education in Pakistan In response to the quality of education in Pakistan on a scale of 5 to 1, 5 being very good and 1 being very bad, most respondents were somewhat positive and satisfied about the quality of education in Pakistan. Quality of Education in Local Area When asked about the quality of education in the local area on a scale of 5 to 1, 5 being very good and 1 being very bad, most respondents were found to be less satisfied as the mean scores indicate. Greatest Improvement Required in the Education System of the Local Area According to the respondents the greatest improvement required in the educational system of the local area was improving infrastructure and other facilities (30%) followed by proximity of institutes (23%), quality of teaching (16%), school curriculum (8%), students' attitude towards studies (5%), fee structure (5%) and teacher abstention (1%). Assistance Given to Pakistan by Organizations for Improving the Education System When asked about the assistance given to Pakistan for the improvement of educational system on a scale of 4 to 1, where 4 meant a great deal of assistance and 1 meant no assistance at all, National Rural Support Program was reported as the organization giving the most assistance followed by SRSP and United Nations. USAID, Red Crescent, Falah-e-Insaniat, United Nations World Food Program, International Committee of Red Cross and Khushali Bank were reported as organizations that give less or no assistance in this sector.
Health Figure 5: Quantitative Study - Recall of Organizations Socially Active in Pakistan (Aided)
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Quality of Health System in Pakistan When asked about the quality of the health system in Pakistan on a scale of 5 to 1, 5 being very good and 1 being very bad, most respondents were positive and satisfied. Female respondents were relatively more satisfied with the quality of the health system than the male respondents.
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Quality of Health System in the Local Area In response to the quality of the health system in the local area on a scale of 5 to 1, 5 being very good and 1 being very bad, most respondents were dissatisfied. Greatest Improvement Required in the Health System of the Local Area According to the respondents, the greatest improvement required in the health system of the local area was the of proximity of hospitals / clinics from home (37%), followed by infrastructure of hospitals (25%), cost of treatment (9%), availability of medicines (9%), quality of staff (7%) and quality of doctors (7%). Assistance Given to Pakistan by Organizations for Improving the Health System When asked about the assistance given to Pakistan for the improvement of health system by different organizations, on a scale of 4 to 1 with 4 being a great deal of assistance and 1 being no assistance at all, National Rural Support Program was reported at the top followed by USAID, United Nations and SRSP.
Natural Disasters Knowledge about Recent Floods Respondents' knowledge on recent floods was also gauged using a four point scale where 4 meant a great deal of knowledge and 1 meant no knowledge at all. Almost all the respondents were well aware of the recent floods in Pakistan. Respondents in urban areas were more updated on the floods in Pakistan than respondents in rural areas. Government Capability of Helping Flood Affected People When asked about the capability of the government in helping flood-affected people, a majority of the respondents had the opinion that the government needs help in this regard from other countries (64%), whereas some respondents (23%) had the opinion that the government was capable of helping flood-affected people on its own. Assistance Given by Organizations for Natural Disaster Rehabilitation When asked about the extent of assistance provided by different organizations for natural disaster rehabilitation on a scale of 4 to 1, 4 being a great deal of assistance and 1 being no assistance at all, USAID and United Nations World Food Program were reported as the organizations that were providing the most assistance, followed by the United Nations, SRSP, Falah-e-Insaniat and Red Crescent.
Perception Regarding Various Countries Opinion about Different Countries When asked about their opinions about different countries on a scale of 4 to 1, 4 being very good and 1 being very bad, respondents had the most favorable opinion about Saudi Arabia, followed by China and Iran. They had a somewhat positive opinion about United States of America, Canada and United Kingdom, while most of the respondents had a very bad opinion of India. Opinion about the United States When separately asked about their opinion regarding United States of America on a scale of 4 to 1, 4 being very good and 1 being very bad, respondents had almost the same lukewarm response as in the previous question. However males had a more negative perception of the US compared to their female counterparts.
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Figure 7: Quantitative Study - Opinion about the United States
Reasons for Favorable Feedback about USA When respondents who had a positive opinion of the United States (155 respondents) were asked about the reasons for their favorable opinion, the major reason found was that the United States helps Pakistan and other countries (55%). Other reasons cited are detailed in the table below. Reasons Helps our country and other countries Helps us in our fight against terrorism/insurgency Generates job opportunities/employment/good paying Helps us financially to boost our economy For bringing peace and security Admire US system of government Because of the new President, Barack Obama Aid during flood America help in disaster Admire US system of free markets and economy They provide food stuff to us Promotes human rights around the world Helping to reform our government/political system
Total %
Male %
Female % Urban % Rural %
55
19
60
42
62
8
5
9
13
6
7
14
6
11
5
6
5
6
7
5
6
14
4
7
5
4
0
4
4
4
3
19
1
7
1
3 2
19 5
0 1
7 0
0 3
2
0
2
2
2
1
0
1
0
1
1
0
1
0
2
1
0
1
0
1
Table 14: Quantitative Study – Reasons for Favorable Feedback about the United States
Reasons for Unfavorable Feedback about USA When respondents who had a negative opinion about the United States (205 respondents) were asked about the reasons for their unfavorable opinion, the major reasons cited were that USA dislikes Muslims and Islam (72%), followed by war on terror (10%).
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MALAKAND PILOT COMMUNICATIONS CAMPAIGN
Reasons Total % Dislikes Muslims/Islam 72 War on terror 10 Support for Israel 4 Trying to control/dominate 3 world Increases gap between rich and 2 poor countries/greedy US government/US 1 administration Superpower 1 America spreads terrorism in the 1 world America damages our country 1
Male % 59 19 5
Female % Urban % 88 50 0 20 3 5
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Rural % 78 8 4
4
2
5
3
4
1
3
2
2
0
0
1
2
0
3
1
1
1
5
0
1
1
5
0
Table 15: Quantitative Study – Reasons for Unfavorable Feedback about United States Figure 8: Quantitative Study - Recall of Social Work by USAID In Local Area (Unaided)
Main Source of Information about USA The main source of information about the United States of America among the respondents was found to be word of mouth through friends and family (46%), followed by international television (4%), national television (3%), local television (2%), newspapers (1%), and radio (1%). It must be noted that the percentage of respondents who had access to international television, national television, local television, newspapers, radio and the internet was minimal. Main Source of Information about US Family and friends International television National television Local/Regional television Newspapers Radio Internet
Total 46 4 3 2 1 1 0
Male 48 5 4 1 1 1 1
Extent of Social Work Done by USAID in the Local Area (Aided) Respondents were asked the same question with aided response on a scale of 4 to 1. where 4 meant “To a great extent” and 1 meant “Not at all”. The flood relief program was recalled the most in this case as well, followed by earthquake reconstruction and health programs.
Female Urban Rural 42 49 45 1 11 1 3 7 1 4 5 1 0 2 0 1 0 2 0 0 1
Table 16: Quantitative Study – Main Source of Information about United States
US International Policy Making and Pakistan's Interests When asked if the respondents thought that the United States takes into account Pakistan's interests before making international policies, on a scale of 4 to 1 with 4 being to a great extent and 1 being not at all, the responses were mostly negative. Females were less negative as compared to male respondents however and respondents in urban areas were much more negative as compared to their rural counterparts. Figure 9: Quantitative Study - Extent of Social Work Done by USAID in the Local Area (Aided)
Perception about USAID Recall of Social Work Done by USAID in the Local Area (Unaided) Respondents were asked to recall the social work done in the local area specifically by USAID. The flood relief program (78%) came up to be most recalled social work by USAID followed by health programs (50%), aid to farmers (29%), earthquake reconstruction (28%) and school development (27%) among others.
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Opinion about USAID When opinion of the respondents about USAID was asked on a scale of 4 to 1, with 4 being very favorable and 1 being very unfavorable, most of the respondents had a positive opinion about USAID, which was the same across genders and also across urban and rural areas.
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THE TEAM Figure 10: Quantitative Study - Opinion about USAID
Media Habits Ownership of Assets Mobile phones came out to be the most owned asset (81%), followed by TV (38%), radio (29%), telephone (12%) and computers (10%). The penetration of internet was very low however, i.e. only 3%. Frequency of Viewership Both penetration of television and viewership were quite low; only 19% of the respondents watched TV daily while 64% never watched TV. Penetration of radio was also low resulting in a low listening frequency; only 7% of the respondents listened to radio daily while 73% never listened to the radio. Newspaper had the lowest penetration with only 3% daily readers. Most Viewed TV Channels TV channels most viewed among the respondents were PTV (64%), Geo News (8%) and Geo TV (7%). Most Listened-to Radio Channels Radio channels most listened to among the respondents were Radio Pakistan (14%), FM 101 (11%), and FM 100 (8%). Most Read Newspapers Newspapers most read among the respondents were Express (17%), Jang (9%), and Nawa-eWaqt (2%). Most Reliable Source of Information When asked about the most reliable source of information, friends (31%) and family members from outside the house (22%) were reported as the top two sources. Television came out as the third most reliable source (20%), followed by members of household (19%), radio (4%), and newspapers (2%).
Sara Sullivan – Director of Communications Sara Sullivan is a communications and development professional with experience providing strategic marketing and communications services to clients including USAID, Harvard Law School, and environmental and educational NGOs. Ms. Sullivan is skilled in designing and implementing communications strategies, creating marketing and branding campaigns, cultivating media networks and outreach platforms to increase awareness, and coordinating with multiple partners in government and the private sector. She has experience facilitating high-profile event management teams and leveraging a wide range of media—including print, radio, television and online—to enable organizations to broaden their constituencies and accomplish their strategic goals. She holds a doctorate and an MA in English from Boston University, and a BA in English with a minor in Communications from Westmont College.
Asma Farooq – Deputy Director of Communications Asma Farooq's responsibilities with the team involve managing a public awareness team in the Islamabad office, developing the communication strategy and supervising its implementation, strategizing and managing media relations, managing relationships with advertising agencies, overlooking the management of events in line with USAID rules, writing text for publications, and developing and managing the yearly budgets and subsequent activities. She has extensive experience in conducting communications campaigns for both the public and the private sector in Pakistan and has a Master's Degree from the London School of Economics.
Shahzad Badar – Media Advisor Shahzad Badar has been working in the field of communications for the last 22 years and has active and close links with the media in Karachi, Lahore, Peshawar, Multan, Rahim Yar Khan, Swat and Muzafarabad. As Media Advisor with the European Union from 2001 – 2007, Mr. Badar created and implemented the EU's communications strategy in Pakistan and conducted political reports for the EU South Asia desk in Brussels. He has served as a Media Advisor for a USAID project in KPk and Southern Punjab as well as for high-level public relations firm liaising directly with the client's top management and managing the company's media relations. Mr. Badar has extensive experience organizing public media events, and producing radio, TV, and print campaigns. Prior to joining the EU, Mr. Badar was a senior reporter with The Nation newspaper as well as the editor of a weekly English language magazine.
Umbreen Salim – Communications Specialist Umbreen Salim is a development communications specialist with more than eight years of professional experience in the development sector, including five years with USAID-funded projects in Pakistan. She has experience designing and implementing communications campaigns at local, regional and national levels and managing procurement and subcontractors to ensure timely completion of activities. She possesses sound understanding of diverse sociocultural norms across the country and how to reach target audience with viable and effective communication tools. Ms. Salim has experience organizing and managing forums and working groups with USAID-funded projects for synergizing projects' communications efforts to promote USAID's
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MALAKAND PILOT COMMUNICATIONS CAMPAIGN
activities at a broader scale, organizing multi-project high-profile events, information-sharing, and building the capacity of project teams on USAID Branding and Marking and visibility policies. She has considerable experience in organizing and managing high-profile events of international and national level attended by the Prime Minister of Pakistan, the US Ambassador, and other high-level dignitaries.
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APPENDICES
Mohammad Usman – Communications Associate Mohammad Usman is a Communications Associate on the team and has functioned as the liaison for for the Economic Growth Communications group of USAID implementing partners. He also acted as the liaison between PaRRSA-PDMA and the communications team during the pilot campaign to ensure that the requirements of the provincial government were successfully understood and expressed in the campaign, requiring him to travel to Swat and Peshawar. He was involved in evaluating vendors for the campaign, and manages an important database of journalists close to the project who will provide positive coverage for USAID activities. Usman also supports the EG Communications team in media management for different activities. Usman is a graduate of Lahore University of Management Sciences and has been working with the communications team for the past two years.
Appendix 1 – Newspaper Editorials
Schanzah Khalid – Communications Associate (Training & Events) Schanzah Khalid serves in the role of Training and Events Management Associate for the communications team. Her major responsibilities include managing and coordinating highprofile events for the team, maintaining and updating the Malakand Communications Pilot Campaign Work Plan and associated documents, drafting procurement documents for various campaign products, writing analysis reports, and providing other support to contribute to the development and implementation of the communications campaign. Ms. Khalid is a graduate of the Lahore University of Management Sciences and has been with the team since May 2010.
Qasim Ali Khawaja – Web Consultant Qasim Ali Khawaja serves as the team's Web Consultant and is responsible for programming, managing, and maintaining the Knowledge Portal that serves to link USAID implementing partners in Pakistan. Mr. Khawaja also fulfills the considerable IT-related needs of the communications team, including video news release footage, production and dissemination of documentary DVDs, and daily news bulletins to ensure awareness of current events and the latest USAID-related news and information. He is a graduate of National University of Sciences and Technology and joined the team in the fall of 2010.
Business Recorder – December 23, 2010
Fatima Syed – Intern Fatima Syed has served as the intern for the communications team, supporting the campaign in a number of ways. Her key responsibilities have been media monitoring and management, content management, event management, proposal evaluation, data handling, analysis, and report writing. In terms of media monitoring, she has been a liaison with monitoring agency for the maintenance of media coverage portfolio. She has gauged the value of potential communications partners and produced Analytical Resource Reports for the team's review. Her event management assistance includes assembly and dissemination of Media Kits, and post event maintenance of media contact list. She also contributes to content management of the campaign's YouTube Channel, the Monthly News Digest, and the team's Daily News Feed. She is a graduate of National University of Sciences and Technology and joined the team in December 2010.
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Appendix 2 – Print Coverage of Event (Region-wise) Islamabad
Financial Times – February 11, 2011
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Azad Jammu Kashmir – Rawalkot
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Lahore
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Karachi
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Peshawar
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Quetta
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