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!