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Bringing Hope to Smallholder Dairy Farmers
The Target Question
Why
Smallholders Rural Dairy Farmers in
PakistanAre Passive Taking
no Initiative for their Improved Socio-economic Status through
Dairy Development
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 keep
community sp
irit
intact
Impris
onedTo Stick to the Past
Obstinate
To be on Right Track
Conservative
Poor Dairy Farm
ers Have no Right to Progress
Arrogant
Knowing
EverythingOver Confidence
Smallholder Dairy farmers Can’t Add to Economy
Disregard
Women are not
Decision MakersShy/Ignored
To k
eep
com
mun
ity sp
irit
inta
ctBe
wild
ered
/Co
nfus
ed
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.
Persuasion through Story Telling
Credible Sources• People Like Us• Community
Activists
Emotional Appeal• Socio-economic
Empowerment• Improved
Livelihood• Acknowledgeme
nt and Confidence
LogicalPre and Post
Status
Testimony+Report
Demonstration
Form
ats
http://www.dailymotion.com/video/xzc4su_reaping-new-dividends_news
http://www.dailymotion.com/video/xzc4su_reaping-new-dividends_news
http://www.dailymotion.com/video/xzcaq6_partners-in-change_news
Media Channels
TV
Street Theatre
Radio
Roll-out PlanTime Slot of Activity
Target Audience
Location Languages ChannelsTV/Radio
Media Monitoring
Six weeks Smallholder 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
Dissemination through Social Media
• 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
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 coverage
“Take the Lead for a Better Tomorrow”
Thank You!