Mass Awareness and Community Outreach

1. Mass Awareness
and
Community Outreach

2. • To translate Dairy Project’s advocacy, scale, scope and outreach efforts
using traditional and non-traditional media formats.
• To disseminate USAID’s key message among the key target stakeholders,
academia, beneficiaries, partners and public-private organizations
complying with branding and marking guidelines
• Transform livelihoods through power of persuasion

3. Why
Smallholders Rural
Dairy Farmers in
Pakistan
Are Passive Taking
no initiative for
their socio-
economic status
through Dairy
Development
Target Question

4. Shy/
Ignored
Influencers
Rural
Women
Government
Rural
Youth
Forefathers
Agreed Realities
Emotions
Why smallholder dairy
farmers in Pakistan don’t
take initiative for their
improved livelihood through
dairy development?
Target Question
Mapping the
Target Audience

5. William Birnbach
Persuasion plays a key role to transform human
minds, and persuasion happens to be not a science,
but an art.

6. Non Traditional Media
Corresponding
Media
Formats
Broadcasting Media
Print Media
Digital/ Social Media
Outdoor Media

7. Project Represented 4th time in
FM 101 with an outreach across
Pakistan
Broadcasting Media
TV Show in leading national and private TV
channels with an outreach across Pakistan

8. Dawn Sarsabz Pakistan Agri Expo
• The Dairy Project showcased its achievements and impact through its beneficiaries
and stall which illustrated the rural farm setting, in five years expo (2012-2016).
• Reached out a wide range of farmers, academia, public-private organizations,
investors, dairy industries etc.
Outdoor Media

9. Valuing Lives through Dairy Development

10. Consultative Workshop for Dairy Farmers

11. FMD Round Table Discussion
Institutions, Growth and Development Conference Livestock and Nutrition Conference, UVAS

12. Donors Conference

13. Newspaper Supplement
Print Media
Over 250,000
Print Ads on Best Farm
Practices and Aflatoxin
More than
2000 villages
across
Pakistan

14. Reports
Ten newsletters have been
produced so far

16. National and International Media Coverage

17. National and International Media Coverage
U.S. Journalists and House of Foreign Affairs’ Visit

18. BrochuresFactsheet

19. Dairy Guides
and
Modules

20. Diary and Calendar
Over 900 diaries and 600 calendars distributed annually to stakeholders, public-private
organizations, academia, beneficiaries and staff.

21. Branded USB
Caps
Mugs
Shirts
Coasters
PenPen Holder
Keychains
Branding and Marking Compliance
Back Drop

22. Digital/Social Media
Reach Out 93,000

23. To reach out to trained beneficiaries including farmers and
Women Livestock Extension Workers (WLEWs), teaching on best
farm practices.
Phase 1: Reached 11,221 beneficiaries
Bulk SMS Campaign
Phase 2:
• Objective: Disseminate Training Video Modules on Mastitis,
Deworming and Vaccination
• Sent Urdu messages and reached out to 46,8600 farmers.

24. The basic objectives were:
• Effective outreach to dairy farmers for increased awareness on best dairy practices for
improved yields and income
• Showcase project’s interventions and achievements
• Reinforce mobilization and trainee selection process
Non-Traditional Media
Street Shows with Mobile Float Activity
Shift from traditional to non-traditional methods to customize mass awareness
campaign corresponding to local needs and extensive training targets

25. 93 street shows in the districts of Multan, Vehari, Bahawalpur, Khanewal and Lodhran.
Reached out over 40,000 people from the dairy farming community, including a sizeable

26. Raising Awareness Through Training Video Modules
Testimonials
Reach out 90, 000
On Best Dairy Farm Practices

27. Branded Racks in Universities’ Libraries (COMSATS,
UVAS, Bahauddrin Zakariya, UAF, ARID, LUMS)
Placement of project
modules, reports,
booklets, success
stories etc.

28. Successfully raised awareness about best
dairy farming practices and project’s scale
and scope, among over two million dairy
households across Pakistan, mainly
focusing South Punjab.
IMPACT

29. Testimonials from Academia and Stakeholders

30. “I got to know about best dairy farm practices
through USAID-DRDF Dairy Project’s Street Show
Campaign. I was a small farmer back then. With
the help of Project I upgraded my farm and
adopted the 3-1-7 Farm Strategy. Now my
community fellows who were introduced to the
best practices at street shows get training at my
farm.”
Iftikhar Gujjar, Farm Owner
Dhornay Wala, Tehsil Melsi, Distrcit Vehari
“I took part in the Project’s WLEW training
course and later took a refresher course as well.
Project’s SMS was a good reminder to the best
practices and I also shared it with other women
in my village. Thank you USAID-DRDF Dairy
Project for the excellent training courses and
constant follow-ups.”
Shahmim BibIi, WLEW
22-WB, Tehsil Vehari, District Vehari.
Testimonials from Beneficiaries

31. Testimonials from Beneficiaries

32. Training Video Modules
Mass
Awareness
( reached out more than two
million dairy households
through several media formats)
“Effective and efficient use of media is the key to the ultimate success of project deliverables.”