Social and Behavior Change Campaign for (FCDO Funded) Aawaz II

Background of the Assignment:

The Aawaz II programme – funded by Foreign & Commonwealth Development Office (FCDO) UK aims to tackle child labour, early and forced marriage, gender-based violence (GBV) and conflict in Punjab and Khyber Pakhtunkhwa (KP). The project works with civil society partners in communities, particularly with vulnerable populations, to reduce exploitation, improve social cohesion, and reduce conflict, social exclusion and exploitation.

Aawaz II programming follows an integrated ecosystem approach which keeps young people at the heart of the change itself. Started in March 2020, the programme focuses on young people as young change agents and offers trainings that will enable youth groups to become change-makers in their communities.

It supports prevention and protection against GBV, conflict, intolerance, child labour, and forced and early marriages, and reach 2 million direct and 5 million indirect beneficiaries during 2019 - 2024. 17 CSO partners are engaged with the project in 22 districts of KP and Punjab provinces, whereas the project aims to be present in at least 45 districts of both provinces.

Scope of Work:
Center for Communications Programs Pakistan is a strategic communications partner of the British Council Pakistan supporting it in the development of research-based communications materials, creative messaging, idea prototyping, media campaigning, digital and social media campaigning, branding & design, film productions and radio programming. Central to all this is the Social and Behavior Change Communications Campaign of Aawaz II in the 22 focused districts of KP and Punjab on 4 key thematic areas:

1) Child Labour,

2) Early and forced marriage,

3) Gender-based violence (GBV) and

4) Conflict

Key Activities:

The SBCC Campaign included the following:

• Strategic Messaging development with respect to each audience group based on the research insights and technical briefs of each thematic area shared by the Project Management Unit of Aawaz II.
• Audience Segmentation, message prioritization and communications product development with respect to each thematic area.
• Development of animations for digital and social media and field that can be accessed by communities of all age groups, gender and abilities.
• Development of communications posters that can be displayed digitally as well as in the field across all the thematic areas.
• Development of a communications handbook with ready to use posters for display and visual reference in the focused districts
• Two rounds of radio programming in the 22 focused districts of Punjab and KP. A series of radio talk shows using the “Character Development Approach for Narrative Deployment” was used for bringing consistency of messaging in KP and Punjab while keeping the programming according to the needs, language, dialects, culture of the local people.
• Development and placement of Radio Commercials for placement in popular radio channels and time bands of radio channels with a respectable listenership in the focused districts.
• Analysis of Listener Feedback Form for radio programs from the focused districts
• Design and production of branded materials for provincial and district level events

Deliverables:

• 4 High-Definition, Broadcast Quality Animations with Sign Language
• 56 Radio Talk Shows translating into – 30 hours of programming
• 15 Posters focusing on different thematic areas
• 1 Communications Handbook
• 30 Branded designs for multiple usage

Reference from CCP Pakistan for Assignment Delivery:

Name: Ehtesham Abbas

Designation: Director Programs and Operations

Work Email: ehtesham@ccp-pakistan.org.pk

Reference from British Council for Quality Check:

Name: Adil Sultan

Designation: Communications Lead for Aawaz II Program

Work Email: Adil.Sultan@britishcouncil.org.pk