The USAID Dairy Project aims to improve livelihoods in rural South Punjab through dairy development. It provides extension services and training to farmers to increase animal productivity and incomes for over 16,000 households. The project's five components include breed improvement, extension services, and promoting the livestock business. It conducts a mass communication campaign using print, electronic, and social media to raise awareness of best practices among millions of dairy farmers. Recent activities highlighted the project at conferences, in newsletters, and on radio and TV to disseminate information to stakeholders and communities.

1. Dairy Project
Improving Livelihoods through
Dairy Development
www.dairyproject.org.pk /USAID Dairy Project Info@dairyproject.org.pk

2. USAID-DRDF Dairy Project is designed to foster sustainable increase in
best dairy practices, breed improvement; availability of timely extension
extension services and promotion of the livestock business in rural
communities in the project’s targeted areas (mainly South Punjab).
This has brought noticeable socio-economic change in the lives of
project-trained men and women, impacting at least 16,000 rural
households, yielding increased animal productivity, higher incomes and
and better livelihood.
The Dairy Project’s five main components are:
Interventions

3. Project Components

4. Core Area Map

5. Objective:
• To translate Dairy Project’s advocacy and outreach efforts to
to highlight the assistance that the USG is extending through
USAID for economic growth of Pakistan through dairy and
livestock development. .
• During Phase I, the Dairy Project’s mass communication
campaigns successfully raised awareness about best dairy farming
farming practices among two million dairy households spread
spread over approximately 20,000 villages across Pakistan.
• During Phase II (extension phase), the Dairy Project plans to reach
reach out to a further one million dairy households and public-
public-private stakeholders.
Mass Awareness Campaign

6. omponents of Mass Awareness Campaign
Website Management, SMS
Marketing, Facebook, Dailymotion,
Vimeo etc.
The communications and media awareness work plan centers
around
following four components/levels:
Publication/Mobilization
Training Modules, Newsletters,
Brochures. Handbills, Record
Registers, Steamers , Display
Boards, Stationery Items,
Flyers, Cards, Caps, T-shirts etc.
Events
Print/Electronic Media
Digital/Social Media
Expos, Conferences, Workshops,
Ceremonies, Street Shows, Mobile
Float Announcements , Community
Shows etc.
Television &Radio Spots,
Documentaries, Written & Visual
Success Stories,
Press Releases and Event Briefers
etc.

7. Hosted the Second Dairy and
Livestock Sector Donors’
Conference
Disseminated the Dairy Project
Portal, Volume 3, Issue 1 –
Newsletter
Revised the USAID –DRDF Dairy
Project Corporate Documentary
Participated in FM 101 Radio
Show, Aap Hum Aur Behtar
Zindagi
Featured in Roshan Hai Zameen,
TV Show
Pursued a Rigorous Social Media
Campaign
Activities
June, 2015

8. Dairy Project Hosts the 2nd Dairy & Livestock
Sector Donors’ Conference 2015
Purpose: The purpose of this
conference was to bring together
organizations, agencies and
policymakers involved in the
dairy and livestock sector in
Punjab to identify which projects
are involved in the sector and
gain a better understanding of
how economic development can
be maximized.
Participation: Representatives
from over 40 organizations
(public & private) and donor
agencies attended the
conference.

9. Dairy Project Hosts the 2nd Dairy & Livestock
Sector Donors’ Conference 2015

10. Dairy Project Disseminates its Quarterly
Project Portal Volume 3, Issue 1
• Purpose: The Dairy Project
newsletter, an integral part of the
Mass Awareness Campaign,
highlights key project activities
and accomplishments.
• Dissemination: 500
newsletters were distributed
among more than 60
organizations (June-July 2015).
Further, the newsletter was
disseminated via Diary Project
website and Facebook page to
reach out wider audience.

11. Dairy Project Highlights Project Accomplishments
through Revised Corporate Documentary
• Purpose: USAID – DRDF Dairy Corporate
Documentary highlights the Dairy Project’s
five technical components, their objectives,
training methodology, benefits and impact.
Further, the documentary aims to translate
the project’s advocacy and outreach efforts
to highlight the assistance that the U.S. is
extending through USAID for economic
growth of Pakistan through dairy and
livestock development.
• Outreach: Public & Private stakeholders,
community members, beneficiaries.

12. Dairy Project Highlights Project Accomplishments
through Revised Corporate Documentary

13. Dairy Project Live on FM 101 Radio Show
Aap Hum Aur Behtar Zindagi
• Purpose: The purpose of the program
was to highlight key facts and
achievements of the Dairy Project, as
well underline the assistance that the
USG is extending through USAID toward
policy research and analysis in the
areas of economics and agriculture.
It was an interactive, live program,
which highlighted key facts and
achievements of USAID’s Dairy Project.
• Dissemination: Across Pakistan

14. Dairy Project Airs on TV Show
Roshan Hai Zameen
• Purpose: Dairy Project was featured
in Roshan Hai Zameen TV show. The
selected projects reflect the work in
the education, energy and economic
growth sectors and are spread
throughout Pakistan. These shows
highlight the impact of U.S. assistance
on the community level and how this
assistance enabled people to
transform their lives towards a better
lifestyle.
• Dissemination: National and
Private TV Channels across Pakistan

15. Dairy Project Airs on Roshan Hai Zameen

16. Dairy Project’s Social Media
Campaign• Purpose: The Dairy Project has
strategically incorporated social
media as part of its outreach and
advocacy efforts. The project
actively uses Facebook, Dailymotion
and its website to advance its
objectives, raise awareness about
best farming practices, and highlight
the assistance USAID provides for
the development of the dairy and
livestock sector.
• The Dairy Project has recently
customized and revised its Project
website
(http://www.dairyproject.org.pk/themes/html).
• Dissemination: Across Pakistan

17. Website Statistics
www.dairyproject.org.pk

18. Facebook Statistics

19. Dairy Project’s Social Media
Campaign

20. Dairy Project Reaches out through
Mobilization & Marketing
Purpose: The Communications Team
produces effective marketing and
mobilization material such as training
modules, brochures, handbills, streamers,
record registers etc. to create awareness
about the Project’s interventions, best
farming practices and techniques.
Furthermore, the Team also worked on
the Donor Conference Report and Training
for Pakistan proposal during the month of
June, 2015.
Dissemination: Public & Private
stakeholders, community members,
beneficiaries

21. Reaching out through Success Stories

22. Upcoming Outreach Initiatives
Street Shows
Training Video Modules
Newspaper Supplement
• Second Series of street shows
• Highlights the significance of best dairy farming practices
• Conducted using mobile float announcements/skit demonstrations
• Produce and develop a series of eight training video modules
• Will serve as a significant virtual means to give universal coverage to
get the dairy farmers acquainted with modern dairy farming
techniques
• Release a newspaper supplement in Lahore & Multan editions
• Will introduce the Project interventions, accomplishments and
impact to a larger audience.