Dairy Project Improving Livelihoods through

Dairy Development

www.dairyproject.org.pk /USAID Dairy Project Info@dairyproject.org.pk

USAID-DRDF Dairy Project is designed to foster sustainable

increase in best dairy practices, breed improvement; availability

of timely 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 better livelihood.

The Dairy Project’s five main components are:

Interventions

Project Components

Core Area Map

Objective: • To translate Dairy Project’s advocacy and outreach efforts

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 practices among two million dairy households spread over approximately 20,000 villages across Pakistan.

• During Phase II (extension phase), the Dairy Project plans to reach out to a further one million dairy households and public-private stakeholders.

Mass Awareness Campaign

Components 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.

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

ActivitiesJune, 2015

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

2015Purpose: 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.

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

2015

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.

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.

Dairy Project Highlights Project Accomplishments through Revised Corporate

Documentary

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

Dairy Project Airs on TV ShowRoshan 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

Dairy Project Airs on Roshan Hai Zameen

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

Website Statistics www.dairyproject.org.pk

Facebook Statistics

Dairy Project’s Social Media Campaign

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

Reaching out through Success Stories

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.

THANK YOU