Smallholder dairy farmers in Pakistan are often passive and do not take initiative to improve their socioeconomic status or livelihoods through dairy development. This is due to various cultural and social factors including traditions, feudalism, lack of awareness, and a desire to adhere to past practices. The document proposes using persuasive communication strategies like storytelling, emotional appeals, and demonstrations to convince dairy farmers to believe in themselves and take lead in improving their situation. It suggests producing a video testimony series featuring similar farmers and community activists, and disseminating it across various media channels during a six week campaign to inspire others to follow their lead. Proper monitoring will evaluate the impact and strategy's effectiveness in achieving the dairy project's goals.

1. Bringing Hope to Smallholder Dairy
Farmers

2. The Target Question
Why
Smallholders Rural
Dairy Farmers in
Pakistan
Are Passive Taking
no Initiative for
their Improved
Socio-economic
Status through
Dairy Development

3. Why Smallholder Dairy
Farmers in Pakistan
Don’t Take Initiative
for their Improved
Livelihood through
Dairy Development
Government
Rural
Women
Rural Youth
Neighbor
Community
Forefathers
Traditions &
culture
Feudalism
Lack of
Awareness
To Stick to the
Past
Obstinate
To be on Right
Track
Conservative
PoorDairy
FarmersHaveno
RighttoProgress
Arrogant Smallholder Dairy
farmers Can’t Add to
Economy
Disregard
Tokeep
communityspirit
intact
Bewildered/Conf
used

4. Persuasive Aim
To Persuade Smallholder Dairy Farmers in
Pakistan (primarily in Punjab Province) to
Believe in Themselves and Take Lead to
Improve their Livelihoods through Dairy
Development.

5. Persuasion through Story Telling

6. Credible
Sources
• People Like Us
• Community
Activists
Emotional Appeal
• Socio-economic
Empowerment
• Improved Livelihood
• Acknowledgement and
Confidence
Logical
Pre and Post
Status

7. Testimony+Report
Demonstration
Formats

8. http://www.dailymotion.com/video/xzc4su_reaping-new-dividends_news

9. http://www.dailymotion.com/video/xzc4su_reaping-new-dividends_news

10. http://www.dailymotion.com/video/xzcaq6_partners-in-change_news

13. Media Channels
TV
Street Theatre
Radio

14. Roll-out Plan
Time Slot of
Activity
Target
Audience
Location Languages Channels
TV/Radio
Media
Monitoring
Six weeks Smallhold
er Dairy
Farmers,
Women,
Youth
Rural Areas
Across
Pakistan
with Major
Focus on
South
Punjab
Urdu and
Punjabi
Public and
Private
with Local
Cable
Channels
and FMs
Weekly
Reports

15. Dissemination through Social Media

16. • Testimony is highly
inspirational medium to
transform the human
minds
• It is really tough to
evaluate the
results/impacts through
media monitoring
• People learn through
demonstration
• Message dissemination,
combining different
media formats is
amazingly influential
• Choosing right media is
the key to change the
agreed beliefs of the
target community

17. Way Forward Strategy
• The testimony series will surely help me achieve
Dairy Project’s goal of improved rural livelihood
through mass awareness
• Since, the project is running through its last year,
this communication product will work as a
refresher to the target audience. Furthermore, it
will help Dairy Project showcase its impact and
achievements to the all public and private
stakeholders more effectively
• Will pitch the idea in front of the project’s Board
of Governors
• Will chalk out a comprehensive media plan for
production and airing of this series through TV,
Radio and Theatre
• Once ready, will upload on social media channels
easily accessible by the target audience, will share
the links on all chosen media channels
• Will share these testimonies in different project
ceremonies with strong print and electronic media

18. “Take the Lead for a Better Tomorrow”
Thank You!