Pakistan Outreach and Communications Activity (POCA) Quarterly Report July1st-September 30th, 2017
October 25th, 2017
This report is produced for review by the United States Agency for International Development. It is prepared under USAID’s Public Outreach & Communications Activity contract implemented by M&C Saatchi.
Submission Date: October 30, 2017 Contract Number: AID – 391 – C –15-00014 0001 Activity Start Date & End Date: September 08, 2015 to September 07, 2018 COR Name: Shehla Rizwan Submitted by: M&C SAATCHI WORLD SERVICES 11th Floor Ufone Tower Blue Area, Islamabad Tel: 051 2310571
CONTENTS
ACRONYMS
PROJECT OVERVIEW
Project Background
Project Financial Summary
PROJECT HIGHLIGHTS AND ACCOMPLISHMENTS
PROJECT STAFFING
KEY PERSONNEL
SUCCESS STORY
QUARTERLY PROJECT INDICATORS UPDATE
PROBLEMS AND OBSTACLES
ANNEX – A: PRODUCTS DEVELOPED
ANNEX – B: FINANCIAL REPORT
ANNEX – C: Contact Reports
ANNEX – D: Quarterly PR Plan
ACRONYMS
AJK Azad Jammu Kashmir
AOR Assistance Officer Representatives
CBO Community Based Organizations
COR Contracts Officer Representatives
CVE Countering Violent Extremism
DRG Democracy, Human Rights and Governance
DO Development Objective
DQA Data Quality Assessments
EGA Economic Growth and Agriculture
FATA Federally Administered Tribal Areas
FFP Office of Food for Peace
G2G Government to Government
GBV Gender-based Violence
GDP Gross Domestic Product
GOP Government of Pakistan
GoPb Government of Punjab
HEC Higher Education Commission
IDPs Internally Displaced Persons
IMF International Monetary Fund
IR Intermediate Results KP Khyber Pakhtunkhwa
LCD Local Capacity Development
M&E Monitoring and Evaluation
MDG Millennium Development Goal
MO Mission Order
MSF Mission Strategic Framework
SME Micro, Small & Medium Enterprise
NGO Non-Governmental Organizations
OFDA Office of Foreign Disaster Assistance
PMU Performance Management Unit
PPR Performance Plan and Report
TIP Trafficking in Persons
UNDP United Nations Development Programme
USG United States Government
WFP UN World Food Program
XCO Cross-Cutting Objective
MCSWS M&C Saatchi World Services
COP Chief of Party
DCoP Deputy Chief of Party
PROJECT OVERVIEW/SUMMARY
Program Name: Pakistan Outreach & Communications Activity (POCA)
Activity Start Date And September 2015 to September 2018 End Date:
Name of Prime M&C Saatchi World Services Implementing Partner:
Contract/Agreement AID – 391 – C – 15 – 00014 Number:
Geographic Coverage Pakistan
Reporting Period: July 1st 2017 to September 30th 2017
PROJECT OVERVIEW
PROJECT BACKGROUND
Pakistan Outreach and Communication Activity (POCA) is implementing a media and communications campaign to increase Pakistani public awareness of the United States Government’s (the USG) development initiatives undertaken by the U.S. Agency for International Development’s (USAID) Mission to the Islamic Republic of Pakistan. In doing so, it ultimately seeks to build public support for achieving the objectives of U.S. foreign assistance programming in Pakistan.
This activity continues previous efforts of the mission to move Pakistanis along the scale from only raising awareness about USAID/Pakistan’s development projects to (1) increasing support for USAID programmatic objectives to help ensure the sustainability of these initiatives; and (2) emphasizing the importance of the partnership between the United States and Pakistan and how this partnership brings about tangible improvements for the Pakistani people.
The POCA contract was signed between USAID and M&C SAATCHI WORLD SERVICES on September 08, 2015, and the completion date of the contract is September 7, 2018. This 3 year project is being implemented by M&C Saatchi World Services. The two main components of this project are 1) Comprehensive Nationwide Media Campaign 2) Communication and Outreach Support.
In total there are six development objectives for this project, which are:
1. To sustain and increase the awareness of USAID/Pakistan activities and projects implemented in Pakistan, including the significant results achieved, by communicating the benefits of USAID’s work in Pakistan to Pakistanis at the “people level.”
2. To Increase the public perception of the USG and its development interventions as implemented by USAID/Pakistan. This will include raising the Pakistani level of confidence in the goals and implementation of USAID projects and activities.
3. To Increase Pakistanis’ knowledge and understanding that USAID/Pakistan is a USG entity.
4. To provide support to the Development Outreach and Communication (“DOC”) Office of USAID/Pakistan. This will include the development and implementation of outreach events and the utilization of social media as a platform for communication, engagement, and exposure for USAID’s work in Pakistan.
5. To provide outreach and communication guidance/support to USAID/Pakistan’s implementing partners.
6. Working closely with USAID/Pakistan, the Offeror will demonstrate and apply a deep knowledge of all aspects of Pakistani society to gain visibility for U.S. development assistance programs.
The below table details how different types of activities support the contract objectives. The work plan developed by MCSWS recognizes that the fulfillment of the work plan is a strategic process, with deliberately planned bursts of heavy activities at times of the calendar year. The process is not necessarily linear, and preparation for media activities typically stretches over a six-month period.
It is important to note that certain types of activities efficiently and effectively fulfil more that one Contract Objective at one time.
Contract Objective Activities supporting Contract Comments Objectives in July-September
1. To sustain and increase Preparation for the production and Of 3 TVCs 2 shoots were Awareness implementation of planned media completed in the relevant campaigns. Upcoming media quarter. campaigns include: MCSWS is aiming to air these 2. To increase perception Seeing is Believing, a media campaign TVCs in the first quarter of planned for October-December. The Year Three to achieve the agency started the shoots in the contract objective of relevant quarter. Creating Awareness through 3. To improve public Mass Media Campaigns. knowledge / Cooks Challenge, a media / content understanding that initiative earlier planned for May 2017. USAID is a USG entity The content production started in this quarter.
4. To provide support to The team was involved in extensively These activities are ongoing. the USAID DOC Office supporting the activities of the USAID Some of these activities were DOC team, as well as the USAID IP’s in initiated by the USAID DOC terms of logistics and projection on team, while others were pro- traditional, and social media. Initiatives active initiatives of the include Production, Earned Media / PR, MCSWS team. These activities Event Media Coverage, Design do support Contract Support, Logistics Support, and Objectives 1,2,3, albeit at a Reporting. secondary level.
5. To provide support to The MCSWS team conducted a 5 representatives from various the USAID IP’s national CWG meeting and training USAID IPs were successfully sessions in order to support the IP’s. trained through a 3-day photography training. Additionally, MCSWS planned Outreach Mela in Swat and Jafferabad to support the IP’s in the next quarter.
6. To demonstrate a deep The regional research (KP & FATA A comprehensive research knowledge of Pakistani specific) was conducted in the report was submitted. society relevant quarter helped the team increase its actionable knowledge relevant to planned media and outreach activities.
NO. PROJECTS OUTPUT
Mainstream Media
1. 14th August Impact TVC regional languages- how many spots 3-day Media Campaign + and newspaper stories Social Media Post
2. Seeing is `Believing – add detail of episode- vetting and 2 of 3 TVCs shoots completed planning completed (3 rd was partially recorded due to incident)
3. Cook’s Challenge- locations and brief/title 4 of 8 episodes completed
Regional Research
1. Regional Research –add title Regional Research Report
PR/ EARNED MEDIA Morning Show: Youth Skills Day 1 TV Show Islamabad Media Tour 2. News Coverage in print and electronic media 3. AMD Mango Gala Media Management (News Coverage in print and electronic media) Wakhi Song 4. Electronic Media Management and Social Media Post Youth Employment Project 6. TV Show 7. Weekly Radio Show Template Social Media Post
GEP Closing Ceremony 8. Media Management & Supplement Design Embassy Road Show Waqt News – MD Appearance 9. TV Show and Social Media Post
11. Mission Director’s Op – Ed Newspaper Op-Ed
12. Mango Gala Talk Show on News@8 on Channel 5 Talk Show and Social Media Post
D.O.C SUPPORT
1 U.S Embassy Facebook Posts in Commemoration of US-Pak Design, Media Management, Friendship Logistics National CWG on 10th August 2017 2 Meeting and 3-Day Photography Training Supplement for Aurat Foundation 3 Designing USAID Sector-Wise Banners 4 Designing Eid Mubarak Social Media Post 5 Social Media Posts Instagram Calendar 6 Plan & Design New MD Meet & Greet 7 Event Coordination Engagement Mela Giveaways 8 Designing
OUTREACH 1. Planning of `outreach in Swat & Jafferabad Engagement Melas
Financial Audit
1. Financial Audit 2016 Financial Audit completed and report produced
PROJECT HIGHLIGHTS AND ACCOMPLISHMENTS
EVENT/PR/ EARNED MEDIA
Morning Show: Youth Skills Day
A 40-minute morning show was arranged on Sindh TV by the name of Salam Sindh to mark “Youth Skills Day” on 15th July 2017. The USAID Skill Development Project was highlighted in the show, which spoke about how USAID is investing in skill development among young people in Pakistan and making them employable.
The agency also designed a social media post for “Salam Sindh” show for the Mango Expo on News@8.
Outputs: A 40-minute morning show on Sindh TV and a social media post
https://drive.google.com/open?id=0B9XDA0mIx1zmSXBaRS14LUU4UEk
https://drive.google.com/open?id=0B9XDA0mIx1zmR0xST29Nc09PSkk
https://drive.google.com/open?id=0B9XDA0mIx1zmcG5rdDRuR2xfd28
Supports DO 2: Economic Growth & Agriculture. Caters to: CO 4. To provide support to the USAID DOC Office.
Media Tour: Islamabad Media Tour
A media tour was arranged on 18th July 2017 in Islamabad to visit the Annual Innovation Program and the ICARDA project. Reporters and cameramen were accompanied by M&C Saatchi to visit the project and cover it in detail.
Output: A total of 18 stories were published in English & Urdu newspapers along with 2 appearances on television.
Supports DO 2: Economic Growth & Agriculture. Caters to: CO 4. To provide support to the USAID DOC Office.
Event: AMD Mango Gala
Agriculture Market Development program arranged a Mango Gala on 24th July 2017 where different varieties of mango that are being exported were displayed. During the event it was discussed how USAID is helping mango farmers increase productivity of mangoes and exporting them to new
international markets. M&C Saatchi provided the media management, which resulted in good media coverage.
Output: A total of 42 stories were published in English & Urdu newspapers along with 5 appearances on television. Another output of this event was a 45- minute talk show on Channel 5, which discussed the theme of this event, and how USAID is helping mango farmers increase productivity of mangoes and exporting them to new international markets.
https://drive.google.com/open?id=0B9XDA0mIx1zmNXRkOTVwdDlFS3c
https://drive.google.com/open?id=0B9XDA0mIx1zmZ21JdHRNMkZ4c28
https://drive.google.com/open?id=0B9XDA0mIx1zmRkNXc2lZd0lIR28
Supports DO 2: Economic Growth & Agriculture. Caters to: CO 4. To provide support to the USAID DOC Office.
Wakhi Song
The agency disseminated the Wakhi song, which aired on ARY Musik on 13th July 2017. A social media post for the Wakhi song was also developed by the agency when it was aired for the first time. https://drive.google.com/open?id=0B9XDA0mIx1zmTDY5RVBLUktJNEU
Exclusive discussion on Youth Employment Project on Salam Sindh Show on Sindh TV
The agency designed a social media post for Youth Employment Project on the Salam Sindh Show on Sindh TV on 15th July 2017. https://drive.google.com/open?id=0B9XDA0mIx1zmMnJLY3F2NHFVLWM
Weekly Radio Show Template
The agency designed and submitted template of workable files for “USAID social media posts” to the client on 19th July 2017. The client edits and uploads the posts as per their discretion.
https://drive.google.com/open?id=0B9XDA0mIx1zmNEx0ME8zZkZCXzA
Event: GEP Closing Ceremony
M&C Saatchi provided media management support to Gender Equity Program (GEP) for their closing ceremony hosted on 3rd August at a local hotel in Islamabad. GEP closing ceremony marked the end of the 7-Year Gender Equity Program and featured musical and theatrical performances.
In addition, the agency also developed a Newspaper Supplement on this occasion; providing project’s key activities, achievements and outreach.
Output: A total of 18 stories were published in English & Urdu newspapers along with 4 appearances on television and one Newspaper supplement
https://drive.google.com/open?id=0B9XDA0mIx1zmZEVzRUZBc3lzRXc
Supports DO 3: Stabilization. Caters to: CO 4. To provide support to the USAID DOC Office.
Talk Show: Embassy Road Show with New Mission Director Jerry Bisson
A 45-minute talk show was arranged on Waqt Television with newly appointed USAID Mission Director Jerry Bisson. The show discussed USAID’s work in the past, its plans in the future, Jerry Bisson’s experiences and on the areas he is most passionate to work on.
In addition, the agency designed a social media post for the Mission Director’s interview on the Embassy Road Show on Waqt News on 13th August 2017.
Outputs: A 45-minute talk show on Waqt Television. The program name is Embassy Road and the show was aired twice on 13th & 14th August 2017 and a successful social media post. https://drive.google.com/file/d/0B9XDA0mIx1zmLVpuWkdadHpsaXM/view?us p=sharing https://drive.google.com/file/d/0B9XDA0mIx1zmZ1huQ2l6MzlWeDQ/view?usp= sharing https://drive.google.com/file/d/0B9XDA0mIx1zmdXhGSFlfV2duNnM/view?usp= sharing https://drive.google.com/open?id=0B9XDA0mIx1zma05La2JLZEhiUTQ
Supports DO 1 + 2 + 3 + 4 + 5: Energy, Education, Health, Economic Growth & Agriculture and Democracy & Governance. Caters to: CO 4. To provide support to the USAID DOC Office.
U.S Embassy Facebook Posts in Commemoration of US-Pak Friendship
To celebrate 70 Years of U.S-Pakistan Friendship, the agency designed ‘Did you know?’ themed social media posts for the occasion on 2nd August 2017. All posts highlighted a wide-range of different collaborations between Pakistan the U.S over the last 70 years. https://drive.google.com/open?id=0B9XDA0mIx1zmUjNYRThSMm5HYU0
National CWG Meeting
The agency conducted a national Communication Working Group meeting on August 10th 2017. The meeting was held on the new format as committed by the agency earlier.
Photography Training- date check
This was piloted he agency conducted photography training as part of the CWG meeting on 10th August 2017. Members were nominated for the training, accompanied by a professional photographer to visit project sites and practice. 5 Implementing Partners attended the training. Their photographs were later presented in the CWG for better learning and discussion. The Agency intends to replicate this in different regions.
Caters to CO5: To provide support to USAID IPs
70 Years Logo
The agency designed a logo for the client to commemorate 70 Years of relationship between Pakistan and the United States of America on the occasion of Pakistan’s 70 Years celebrations.
TVC to mark 70 Years
Heritage TVC was re-launched by incorporating logo to mark 70 Years of Pak- US relationship. https://drive.google.com/open?id=0B9XDA0mIx1zmYmYteEl3blk1bzg
USAID Sector-Wise Banners
The agency was requested to make sector-wise banners, to be used for in- house events. The banners were designed by the agency and the workable files were delivered to the client on 29th August 2017. https://drive.google.com/open?id=0B9XDA0mIx1zmZFBRSUhnNkVmTEE
Eid Mubarak Post
The agency incorporated the 70 Years logo on Heritage Ad design on 31st August 2017 and designed a Face Book cover photo.
https://drive.google.com/open?id=0B9XDA0mIx1zmUEZoRDd2SXQxTm8
Instagram Calendar
The agency provided a dummy Instagram Calendar to the client and once it got approved, the agency provided the client with photographs and stories acquired in one-month along-with captions for the official Instagram page on 6th September 2017. https://drive.google.com/open?id=0B9XDA0mIx1zmZTFXbHVRZ1MyX00
Meet & Greet for the newly appointed Mission Director- USAID
The agency suggested and executed a ‘meet and greet’ dinner at the newly appointed Mission Director’s (Mr John Bisson) residence on 20th September 2017. The agency managed guest invitations and overall organization of the dinner; that involved designing of invitation card, preparation and finalization of guests list. The guest list included high profile 12 journalists, senior reporters and members of the US embassy and the mission.
The agency also designed an invitation card for the MD’s ‘meet and greet’ dinner. https://drive.google.com/open?id=0B9XDA0mIx1zmd0JZcjQwd2pCc28
Engagement Mela Giveaways
The agency designed giveaways and shared with the client on 20th September 2017 for Engagement Mela for an event designed in October. https://drive.google.com/open?id=0B9XDA0mIx1zmLXZmN2RfeWZuMDA
Mission Director’s Op – Ed
The agency wrote and disseminated an Op-Ed of the new Mission Director on 23rd September 2017. https://drive.google.com/file/d/0B9XDA0mIx1zmRTV6YjlTMHJyR2c/view?usp=sh aring https://drive.google.com/file/d/0B9XDA0mIx1zmODV1S2hFSDdheWM/view?us p=sharing https://drive.google.com/file/d/0ByNE3XFY1LV5Z2F5dFpRandvcWc/view?usp=s haring
Financial Audit
The agency completed financial audit for the project during this quarter. Audit was completed on 30th September 2017 and audit report was submitted to the client.
Regional Research- title
In context with the six key contract objectives, the agency conducted and completed a regional research (KP & FATA specific) with reference to building capacity of the USAID DOC function and USAID IP’s, demonstrating and applying a deep knowledge of all aspects of Pakistani society. The qualitative and quantitative findings were compiled during the quarter based on 18 focus group discussions carried out in select areas representing FATA region.
Project staffing AGENCY STAFF ENGAGED ON LOE BASIS
Management Positions Names Status Finance Director Andy Blackstone On-board CEO Pakistan Imran Irshad On-board MD Felix Hall On-board London Support Team Business Director Nick Yarker On-board Creative Head Paul Hodgekinson On-board Head of Finance Richard Johnston On-board Financial Controller Mathew Bylon On-board Islamabad Support Team GM / Strategy Director Afzal Hussain Inducted in June Graphic Designer Yasir Farhan On-board Communication Specialist Hafsah Sarfaraz On-board Creative Coordinator Hussain Shafiq On-board Creative Executive Mahnoor Obaid On-board Outreach Specialist Whit Mason On-board Manager Outreach Raheem Khan On-board PR Executive Ramsha Nadeem On-board Karachi Support Team Creative Pakistan ECD Shakeel Hasan On-board Pakistan Head of Art Zahid Chaudhry On-board Art Director Naveed Ahmed On-board Associate Creative Director Alifia Dairikee On-board Sr. Copy Writer Madiha Jaffery On-board Sr. Visualizer Matee Siddique On-board Visualizer Sheraz Ali On-board Media Head of Media Operations/ Buying Amjad Emaneulle On-board Senior Media Planner Imtiaz Shaikh On-board Media Executive Anas Mohiuddin On-board Finance Head of Finance Mohsin Nawaz On-board Finance Executive Arsalan Ayub On-board
The team is further supported by administrative / support staff based in Islamabad and Karachi
PERSONELL DEDICATED TO USAID
Name Designation Status Contact Number Email
Rubab Ghaffar Chief of On-board +92 (300) 8400 235 [email protected] Party (COP)
Humza Afzal Deputy Outgoing +92 (333) 5424 192 [email protected] Chief of Party (DCOP)
Hussain Shafiq Creative On-board +92 (346) 2811 530 [email protected] Coordinator
Qamar Goreja Media On-board +92 (333) 5106 892 [email protected] Coordinator
Success Story Photography Training
The CWG format was revised with a new training module. The first CWG of this kind scheduled on the 11th August. It aimed to increase the CWG participation, motivate the project teams as well as give productive outcome to the agency at the end of each CWG. The training session had two days of photography training and then one day focusing on editing only.
The first part of the training was an off site training where a professional photographer was hired to accompany the selected trainees to a project site and teach the basics of photography. This training included how to photograph subjects and portraits along with shots of sites and wide-angle images. The training also included basics of aperture, depth of field, focus, exposure, ISO, reduced noise and how to generally get the best shots at a project site. The duration of the off site training session, which covered a maximum of two project sites, was three hours (for two days).
Another part of the training focused on the editing and post treatment of the images that were captured during the off site training. In-door training sessions were conducted for duration of 3- 4 hours. Similarly, a video editing training also took place where nominated participants were encouraged to edit the videos they had captured using their mobile phones. They attended a training arranged by the agency that helped the trainees learn basic phone editing on videos to make them worthy of use for social media.
This training aimed to enable project members to photograph compelling pictures, which can be used with stories and on social media for the promotion of work done in various projects. These trainings were a success because the outcome of them in the form of photographs and videos were showcased in the National quarterly CWG on the 11th August 2017 where five participants were nominated for the next training.
Some of the photographs taken during these trainings were published on USAID exposure and also got published with a story done by M&C Saatchi on Saba Homes – a grantee of Small Grants and Ambassadors Fund Program for You! The News.
QUARTERLY PROJECT INDICATORS UPDATE
The Monitoring & Evaluation (M&E) Plan for USAID was originally submitted by MCSWS in December 2015, revised on September 2016, and finally approved in April 2017. Additionally, the baseline for MCSWS, established by the DOCA Baseline Monitoring report April 2017. Accordingly, the baselines for the M&E plan was effectively be set in the quarter April – June 2017.
The data from the DOCA Baseline Monitoring Report is not directly comparable to the earlier quantitative benchmarking studies conducted for USAID, due to differences in the sample, methodology and data collection methods. The DOCA Baseline Monitoring Report is effectively a new baseline, as mentioned in the DOCA report.
Data Collection Indicator Source Results (Q2, 2017) Methodology Context indicator A1: The DOCA Get data and 44.1% share of respondents who are Monitoring analysis from MSI aware of USAID Report – MSI Research Context indicator A2: The DOCA Get data and 42.7% share of respondents who are Monitoring analysis from MSI aware of USAID's activities in Report Pakistan – MSI Research Context Indicator B: Share of DOCA Get data and 81.4% of those aware of USAID respondents who have a Monitoring analysis from MSI activities in Pakistan have a Report positive perception of USAID’s positive perception of USAID's development activities in development activities in Pakistan. Pakistan – MSI Research Context Indicator C: Share of DOCA Get data and 77% of the respondents respondents who are aware Monitoring analysis from MSI successfully associated USAID Report with USA. that USAID is a USG entity – MSI Research POCA O-1: Efficiency of POCA Sub-activity 80% of the approved media reaching target audience as documentation plan was successfully executed per media plan POCA 1-1: Number of person POCA Sub-activity 15 hours x 5 persons (3-Day hours of training supported by documentation photography training). USG assistance
POCA 1-2: Share of POCA Sub-activity 4 of 5 photography-training participants who reported an documentation participants reported increase increase in their knowledge in their knowledge and skills. and skills of communications and outreach as the result of the training POCA1-3: Percentage of POCA Sub-activity 80%. participants who have applied documentation new knowledge/skills gained from USG-supported training POCA D-1: Ratio of the POCA Sub-activity 100%. number of media packages documentation produced for the USG DOC to All media packages produced the number of media have run packages published (print/online) or broadcast
Data Collection Indicator Source Results (Q2, 2017) Methodology POCA E-1: Number of CWG POCA Sub-activity 5 representatives from USAID IPs project/activity members who documentation attended the POCA training have attended POCA training events
PROBLEMS AND OBSTACLES
ADMINISTRATIVE ISSUES
Problems / Obstacles / Issues Steps Taken to Remedy Them
Since 2017, the implementation of the Vetting process has heavily impacted the execution of the work plan activities in terms of timing. The work plan has been strategically crafted to address the contract objectives, whereby one activity is linked to the next in a timely manner.
The MCSWS team placed the details for its own Vetting Process management, its outreach partners and production houses shortlisted for the production of its TV Commercials / Content. The specific work plan items impacted by the time being consumed by the Vetting process are:
• The Cooks Challenge (media content)
• Seeing is Believing (media campaign)
The Vetting process is a necessary process which cannot be circumvented. The revised timelines for implementation will be submitted by MCSWS once the Vetting process has been concluded.
The Vetting process has also affected MCSWS invoicing.
Humza Afzal- DCoP resigned in June and served his 2- Staff Changes month notice period in this quarter. Hiring of new DCoP is a time taking process that has created a gap and burdened existing staff.
TECHNICAL ISSUES
Since 2017, the implementation of the vetting process has heavily impacted the execution of the work plan activities in terms of timing. The work plan has been strategically crafted to address the contract objectives, whereby one activity is linked to the next in a timely manner.
The MCSWS team placed the details for its own Vetting Process management, its outreach partners and production houses shortlisted for the production of its TV Commercials / Content. The specific work plan items impacted by the time being consumed by the Vetting process are:
• The Cooks Challenge (media content)
• Seeing is Believing (media campaign)
The Vetting process is a necessary process which cannot be circumvented. The revised timelines for implementation will be submitted by MCSWS once the Vetting process has been concluded.
The Vetting process has also affected MCSWS invoicing.
ANNEXURES
ANNEX – A: PRODUCTS DEVELOPED
Title Component Media Type Product 14th August Impact Mainstream Media 3-Day Media Campaign and TVC USAID POCA Project Campaign Social Media Post Seeing is Believing USAID POCA Project Mainstream Media 2 of 3 TVC shots completed Campaign Cooks Challenge USAID POCA Project Mainstream Media 4 of 8 episodes completed Campaign Regional Research USAID POCA Project Research Report Morning Show: Youth Employment TV Show at Sindh TV 40Minute Talk Show Youth Skills Day Project Islamabad Media AIP/ICARDA Media Management News Coverage in Print and Tour Electronic Media AMD Mango Gala USAID Agriculture Market TV Show 30 Minute Talk Show Development Program Wakhi Song SGAFP
Weekly Radio Show USAID POCA Project Print: Nawai Waqt, Lead Publication of Op-Ed in Template Pakistan, Pakistan Observer newspapers ,Kawish GEP Closing USAID Gender Equity Media Management Print and Electronic News Ceremony Project Coverage Embassy Road Support to DOC office Talk show on Waqt TV TV show Show on Waqt News- MD appearance MD’s Op-Ed MD Op-Ed Print Publication of Op-Ed in newspaper Mango Gala Talk USAID Agriculture Market Media Management Talk Show & Social Media Post Show on News @8 Development Program on Channel 5 U.S Embassy Support to USAID Production Design and Media Facebook Posts to Management mark Pak-US relationship National CWG USAID POCA Project Execution Supplement for USAID Gender Equity Design & Coordination Designed Supplement Aurat Foundation Project USAID Sector-Wise Support to Doc Office Design & Coordination Design Banners Eid Mubarak Social Eid Mubarak Message Design, Coordination and FB Cover Photo Media Post from USAID Execution Instagram calendar Support to Doc office Production Photos and Stories for Instagram New MD Meet & Support to USAID Coordination Greet Engagement Mela Support to DOC office Design, Coordination Designing of giveaways Giveaways
ANNEX – B: CONTACT REPORTS
Meeting held between M&C Saatchi World Services and USAID Pakistan Friday 4th August 2017 at 1pm Attendees: For USAID: Shehla Rizwan, Contracting Officer’s Representative (COR) For M&C Saatchi: Rubab Ghaffar, Chief of Party (COP); Afzal Hussain, General Manager Islamabad & Strategy Director; Nick Yarker, Quality Assurance Director London; Felix Hall, Managing Director. MINUTES The following topics were discussed: 1. Procurement. 2. Compliance. 3. Capacity and Process. 4. Creative/ quality expectations. 5. AOB 1. Procurement
M&C Saatchi Procurement policy and process for USAID POCA Project was shared with the COR. Agency confirmed that this policy has been followed since the beginning of the contract, and had previously been checked by USAID representatives, who had confirmed that it was compliant. COR advised that spending over 150,000 USD will require Contracting Officer (CO) approval. Spending beneath this amount can be approved by the COR. It was noted that 18 international flights have been allowed for in the contract, and can be approved by the COR. Any additional flights must be approved by the CO. Next Step: COP to share procurement policy with USAID CO by e-mail. (Completed)
2. Compliance
M&C Saatchi shared compliance check-list, itemising all contractual requirements and deliverables. It was agreed that the check list would be updated on an ongoing basis, to ensure delivery against all contract requirements. Check list will incorporate all points of clarification discussed in the meeting. e.g, Clearinghouse submissions due at project completion. Some specific points and actions arose:
• Agency to produce a reporting timetable for the rest of the contract period, detailing the due-date for each reporting deliverable with a suitable review period for the COR before final submission. Timetable will specify correct reporting mechanism (e.g, Pakinfo/ email, etc.) • Quarterly Progress Report (QPR) has been submitted to the COR in compliant format, including the quarterly financial report, and will be submitted in this format going forward. • COR recommended that annual report for 2016 and 2017 should be submitted separately. COR agreed to share example of “best practice” annual report format. • Agency to suggest SOP implementation plan for all activities related to DOC support. • COR confirmed that retrospective reporting should not take place for the QPR, but that any corrections necessary should be made going forward. • All raw AV footage available to USAID must be clearly archived and labeled. • E-mail approvals must be sent in a fresh email thread, containing no other content/ discussion, as these are formal approval records. • Agency to ensure that all labeling on approval e-mails corresponds with the matching line-item on the monthly invoice, to ensure transparency and ease of reference. • COR confirmed that it is the contractor’s responsibility to be aware of, and adhere to all aspects of the USAID Graphics Standards Manual. Any exceptions must be specifically discussed with, and approved by the COR. • Transforming Lives stories are being uploaded to the portal as required. COR requested that the number of stories be added as an M&E Indicator. • Agency confirmed that a development sector procurement and compliance specialist was retained (as an LOE) in Islamabad to provide ongoing guidance on compliance and reporting. This was supplemented with access to USAID contracting and process specialists in the USA as needed.
Next Steps: • Agency to share reporting timetable with COR. • Agency to take full responsibility for all aspects of compliance and reporting moving forward, and to consult the COR at any point if clarifications are needed, or questions arise.
3. Capacity and Process
Capacity • Agency shared team organogram, including vacant posts, and confirmed that contract delivery was based on a combination of key contract roles in Islamabad, with full-service communications capability on-tap in Karachi, and Quality Assurance in London. • Agency confirmed that all recruitment is conducting according to the M&C Saatchi network’s best-practice hiring policy, which seeks to identify the most suitable and high-quality candidates for any given role in the most efficient way. • Agency confirmed that this process was being used to identify Deputy Chief of Party (DCOP) candidates, and that the interview process was under way. • Agency confirmed its intention to hire a Development Sector Specialist recourse (as an LOE) to support Rubab while the formal DCOP approval process is under way. • Agency confirmed that recruitment was under way for a Development Sector/Outreach specialist support (LOE) to work within the Islamabad team.
Next Steps: • Agency to share formal notification of the pending DCOP vacancy with the COR. (Completed) • Agency to share DCOP recommendations with COP for her to meet and assess.
Process • It was agreed that short-term capacity issues had created some failures in delivery, where expectations had not been properly managed, and the COR was disappointed by missed deadlines/unsatisfactory delivery. • Agency emphasized that failures in process are not acceptable at any time, and that full alignment of expectations, timings and potential obstacles is a mandatory first step when any brief is received, no matter how short the turn-around time.
Next Step: • Agency to share SOPs to ensure all project parameters are agreed upfront, and timing/ quality control processes are in place at all times.
4. Creative/ Quality Expectations.
• COR expressed concern that recent creative product did not match the high standards present at the beginning of the contract, specifically the Heritage TVC, which was felt to be eye-catching and differentiating. It was stressed that every aspect of contract output should be “M&C Saatchi” standard and take the visual style of the Heritage TVC as its guide. This should include all social media videos, and printed material. • It was agreed that the objective should be to run work that stands out, gets noticed, and is clearly of the highest possible creative standard. • There should be a distinctive “Together we Can!” look and feel which runs across all POCA materials. • COR noted that the creativity in the mango film was the kind of thing she was looking for throughout the POCA output. • COR outlined a desire to make some one-minute videos for social media covering water, nutrition and other topic, potentially using the library of shot material already available. • COR expressed the importance of fitting this work within a proper social media strategy, enabling us to link USAID Pakistan’s work to globally relevant problems, and show how USAID Pakistan is taking a lead.
Next Steps: • Agency to share SOP to ensure full involvement from Shakeel Hasan on all elements of POCA creative output, and the correct specialists (directors, editors, illustrators, designers, etc) are utilised for every job, and can be based in Islamabad or as LOE from the full-service team in Karachi as needed. • Shakeel Hasan to oversee all elements of upcoming delivery – Seeing is Believing, Cook’s Challenge, USAID song, and 2018 concept development, as well as ongoing daily output. • Agency to present revised “70th Anniversary” print options, reflecting more the distinctive visual style from the Heritage TVC, and losing the “hard edged collage” feel.
5. AOB
Vetting/ Media • Vetting for “Seeing is Believing” and “Cook’s Challenge” is now approved. • The vetting ceiling for individual media channels causes some significant potential challenges for running an effective national media campaign capable of generating the awareness and coverage necessary to deliver against contract objectives. Agency to analyse the options available, and explicitly spell out the implications of each option in terms of coverage, reach and frequency. • Agency to recommend optimal media calendar based on this, and corresponding production timelines for Cook’s Challenge and Seeing is Believing.
Regional Research • Agency informed COR that it had only just received the first draft of the regional research report. Agency requested the time to properly interrogate and refine the findings, and would send through top line observations in the short term. Date for a formal debrief presentation of the report will be given by the Agency.
Outreach • Outreach is a key priority, and COR referred to the Youth Engagement Model (e.g Apna Karachi wall chalking) as a good example of successful outreach activity.
Meeting with USAID 05th July 2017 ATTENDEES: S.Rizwan , Ms. Saba (Alternate COR Representative) from USAID R. Ghaffar,Syed Luqman, H. Shafiq, Q. Goreja from Agency
Agency had a meeting with USAID and the following points were discussed:
1. Status of Seeing is Believing including locations
The project details will be provided by the project contact person after which we will write the remaining scripts. The three locked projects are: KQC Highway, Gomal Zam Dam and PEEP Women Empowerment.
2. Status of Cooks Challenge including project location
Since the Malakand Schools project details are not being available to the client, they suggested to feature the Gender Equality Project in Karachi for the pilot production. The project trained over 60 housewives of Sakhi Hassan area (In Karachi) to cook hygienic food and distribute lunch boxes to nearby industries and offices. On the other end, MDF played the role of an intermediary in establishing linkages with industries/ factories/banks etc. who were potential customers/clients of this project. Furthermore, these women were given basic knowledge about developing their small enterprise, market linkages as well as methods to sustain their business beyond the life of this project. The project contact person will discuss more details about the project with the agency.
3. Regional research
Agency to share following. - An email highlighting the scope of research in continuation with previous researches and its association with overall strategy. - Reason why a particular vendor has been selected. - Discussion guide + Including a question about SMS marketing. 4. Engagement Melas
M&C Saatchi to initiate the RFP process for local vendors at 6 locations. As a first step of overall outreach plan, events/ outreach activities in these areas will be completed before/on 14th August, 2017. Following locations have been finalized in the meeting. - Punjab – Bahawalpur - FATA – Khyber Agency
- Azad Kashmir – Muzaffarabad - Baluchistan – Lasbela - GB – Gilgit - KP – Swat - Sindh – Sukkur While RFP process is going on, M&C Saatchi World Services will suggest project in the respective areas. USAID to suggest the contact person for each project from CWG list. The contact person will be contacted by M&C Saatchi to nominate the people attending engagement melas.
5. Upcoming National Quarterly CWG - CWG and POCA's role for training IPs
Agency to share the CWG training plan with the COR . The next National quarterly CWG is scheduled for 21st July. This training session has to conclude before that.
6. The training will focus on field photography training and then in house mobile phone video editing on the software installed at the agency . Agency will nominate 4-5 people form the USAID on-going projects. This would motivate others to participate actively in the upcoming CWGs. This will also help the agency increase the photo depository
7. Quarterly PR Plan activities
Agency to share a 6-month PR plan providing details of proposed activities from July to December 2017. This plan will cover various USAID projects in Lahore, Karachi and Islamabad for sufficient coverage of all the regions in Pakistan.
8. New MD's PR Plan (Op-ED)
9. Agency to share the new MD’s PR plan along with the Op-Ed drafted for Mission Director Jerry Bisson
10. Wakhi song
Agency to share a dissemination plan for the Wakhi song, which will share comprise of the various options for disseminating the song.
11. Status of Financial Audit: Agency shared the update of the financial audit and assured that its going as per the plan
12. New social media platforms
Initial Instagram possibilities were shared with the client, along with the current digital landscape of Pakistan. A comprehensive plan for Instagram, Youtube and LinkedIn is being prepared.
13. Proposed plan for Pakistan's 70th Anniversary:
Agency to share the Social media campaign ideas and also the TVC airing on the 13th-15th August
14. Proposing SMS marketing for youth engagement: Agency to share the plan
Meeting with USAID 27thth July 2017 ATTENDEES: S.Rizwan from USAID R.Ghaffar ,Afzal Hussain, & H.Afzal from Agency
Agency had a meeting with USAID to discuss the way forward. The following aspects of the project were discussed in detail: • Team Structure /Staffing details • Reporting • Outreach • Additional Points Team Structure: On staffing, the COR recommended that the workload and expectations is beyond the four dedicated USAID team members. LOE cost should not be an issue as long as it enhances productivity, and the costs stay reasonable within the given budgets. We took the opportunity to share the details of the extended team available to USAID on LOE based in Islamabad, Karachi and London. She had some specific suggestions for additional Islamabad staff, which included: • An in-house Video Editor for quick turn around AV tasks. • A Reporting Assistant to support Qamar for the timely submission of earned media reports. • An Account Executive will be required to manage outreach activities. This person’s main responsibility will be to manage outreach activities in the relevant districts as and when required. • An M&E specialist (local individual) who can support the team as a part time consultant. • A Procurement specialist well versed on USAID systems (local individual) who can support the team as a part time consultant. • On creative, the COR seemed satisfied with the quality of the Senior level team (Paul and Shakeel), but she feels the creative solutions in Islamabad will improve further if some additional creative resource is allocated to USAID. • For PR writing, Ms.Shehla suggested we use a pool of Freelance Content Writers / Journalists to help produce quality content with short turn around time. REPORTING: On the Quarterly Report, Ms. Shehla seemed quite comfortable with the draft we prepared based on her prescribed format. She made some comments for additional information which will be incorporated in the final draft. We will share
the revised draft with Ms. Shehla for final approval on Monday for a timely submission.
OUTREACH: We need to upload a live document on google doc, which we can all edit. This will have all the details and from time to time, it will be populated.
LOCATIONS:
o Balochistan: COR has identified a project partner around Dera Bugti o Punjab: Multan (Arshia Bano) o Sindh: Sukhur ( Dr. Zaeem) o GB: Gilgit ( PRP – COP to initiate contact with Mehwish from PRP) o KP: Swat (recce visit w/c 31/7) o AJK: Muzaffarabad (COR to advise)
OVERALL TIMELINES: All 6 events need to be completed by September 2017
NEXT STEPS: Agency to initiate the field-work on this as soon as possible • COR advised that there should be someone dedicated from M&C Saatchi on outreach- overall coordination and execution. • COR also advised to be very careful in the planning and execution of these events. • Agency updated the COR on the selection of the partners for engagement melas in all 6 regions.
IMPACT ASSESMENT: COR was explained the importance of impact assessment of our outreach events. It is not part of our overall research budget or plan. COR also asked to charge it under the outreach budget and gave approval.
ADDITIONAL POINTS: • We need to use consistent project names and terminologies across different forms of reports and invoices, as linkages are important to avoid confusions. • We discussed the M&E indicators, and mutually agreed to add indicators for Social Media, Earned Media, and Research / Learnings (linked to contract objective 6. • For better PR / Media Monitoring reporting, Ms.Shehla suggested we adopt a software called 'Constant Content’ • Ms.Shehla suggested MCSWS develops social media toolkit guides which will help MCSWS’s projection within the USAID Universe.
• The COR also asked the agency to suggest some Youth Engagement Activities .The agency need to come up with exciting CWG training modules, and to get inspiration from online course guides such as Linda.com.
Meeting held between M&C Saatchi World Services and USAID Pakistan Friday 18h August 2017, 1:00 - 4:00pm
Attendees: For USAID: Shehla Rizwan, Contracting Officer’s Representative (COR) For M&C Saatchi: Imran Irshad (CEO);Rubab Ghaffar, Chief of Party (COP); Afzal Hussain, General Manager Islamabad & Strategy Director; Shakeel Hassan (Executive Creative Director); Hussain Shafiq, Creative Coordinator; Qamar Goreja, Media Coordinator MINUTES The following Agenda topics were discussed: Creative • Seeing is Believing campaign (finalizing the stories, production schedule/process) • Cooks Challenge Pilot (final discussion on location, production schedule/process) • USAID Song (discussion on the approach and next steps)
Media • 13th-15th August Media Execution • Media Campaign (presentation of the media strategy and plan, discussion on the challenges and solutions with regards to the media vetting thresh-hold)
Outreach Upcoming outreach activities
Creative: Seeing Is Believing: The COR had an interaction with the production team, and briefed them on the expectations from the Seeing is Believing shoot, as well as on the USAID protocols.
The Agency team shared the tentative timelines and process for the Seeing is Believing TVC, which included its understanding of the required protocols, especially relevant for the Gomal Zam Dam. The shoot will be challenging and exciting considering we will be using real beneficiaries instead of actors, coupled with the challenges of maintaining USAID protocols throughout the process.
Considering Eid holidays, the logistics, and considering the potential time required for permissions for Gomal Zam Dam, it was aligned to reshuffle to the shoot schedule so that the Gomal Zam Dam shoot would be placed towards the end of the shoot. The COR indicated that a formal Recce of Gomal Zam Dam will not be possible, and that the production crew will only be able to get permission to shoot the Dam once for the final shoot.
For Gomal Zam Dam, the COR recommended the Agency team, Director, and Production team go over the detailed raw footage for Gomal Zam Dam already available with USAID. The team will review in detail, and get back in case a fresh new live shoot of Gomal Zam Dam will be required.
Shehla also indicated the possibility of needing to drop one of the planned Seeing is Believing TVC’s (KQC Highway, PEEP, Gomal Zam Dam) owing to the sensitivities and permissions required prior to airing them. The agency team advised to finalize what should be shot, and what cannot be shot maximum by the time of the PPM.
Next Steps: • Agency to share the cost proposal (production plus media) for Seeing is Believing with the COR for approval. • Agency to share the permission letter for Gomal Zam Dam, after clarifying the total number of people who will attend the shoot. • Email request to be sent to the COR to be connected to the IP for the recce and shoot coordination • Complete shoot plan to be shared with the COR including the PPM with confirmed dates.
Cook’s Challenge: The agency shared the tentiave timelines for the shoot of the Cook’s Challenge Pilot. The COR suggested to do the recce at Shangrila or Shigar Fort for Cooks Challenge, on which the Agency team felt that it would be more credible to shoot the pilot in the actual village locations. The agency needs to identify shots we would like to take (e.g. drone shots, etc.) since they will require prior permissions. All the technical and logistic details to be shared in the PPM.
Next Steps: • A meeting with Cook’s Challenge production team to be arranged. • A live document for all the episodes of Cook’s Challenge to be placed on Google Drive. • Complete shoot plan to be shared with the COR including the PPM with confirmed dates.
Together We Can Song / Soundtrack: The COR and the Agency team had a candid discussion on a Together We Can Song or Soundtrack. The COR shared the challenges faced while launching the Roshan Pakistan song at the end of the last contract USAID, which resulted in compromised brand benefits. The team agreed that it should be properly built up, and should be strategically meaningful as well if it is to become a part of the strategic plan. The agency team suggested starting the process with a signature tune for Together We Can. This can be initially established through the Cooks Challenge initiative, on Radio shows and other touchpoints. This could potentially be followed up with the meaningful presence of a song in the communication we place at the end of the program in 2018.
NEXT STEPS: • Agency to suggest the way forward to take the soundtrack forward, and how best to integrate it into the Annual Work Plan.
The 13th – 15th Media Execution The COR shared her concerns on the low visibility of the Print and TV campaign that ran between the 13th – 15th August. The Agency shared the tracking report, by which the approved media plan was essentially followed (save for some drop pages on TV). The Agency team accepted some challenges limited the effectiveness of the Media Plan. The leading Print publications were not included, partly due to non- availability during the dates as the positions were booked months in advance of 14th August. The TV execution was limited by the budget, and by the requirement to stay within the Vetting threshold for all channels. For future campaigns, the agency will ensure it plays a more active advisory role. It will also ensure that future media will be as effective as possible.
Media Strategy for Seeing is Believing:
Agency shared the strategy for TV, Newspapers, Radio, OOH and Cinema for Seeing is Believing. The Agency shared two options for the Media plans; one option keeping all media buys within the Vetting threshold, the other following the same process followed for the earlier Heritage and Impact Campaigns.
The Agency shared the comparison in projected effectiveness, measured in GRP’s, with the option that considered the Vetting process having a significantly lower projected effectiveness than the other plan. Moreover, the Agency asked the COR for advise on whether the method to be employed for remaining within the Vetting process is properly allowable within the USAID processes and protocols. The Agency team shared a concern regarding media, considering that highly effective media buying will be directly linked to achieving Contract Objectives 1, 2 & 3.
NEXT STEPS: • Agency to share the media plans with the COR for advise, and approval. • Agency to share the electronic channels rating (Kantar) with the COR. • Agency to put up the query to the COR regarding the channels belonging to the same parent company with recent invoice samples.
Outreach The agency shared the recce plan for Swat Outreach. The COR has shared the document format that the agency needs to follow and put up as a live document on google drive.
The planned Regional Outreach is to function under the umbrella of PR, to be headed under the supervision of Qamar. The COR has selected Jafferabad (Balochistan) Sukkur (Sindh) Swat(KP) and Sakardu to plan the outreach events till December.
NEXT STEPS: • Agency to share the detailed document with all the location and project details for each city. • Agency to send a request to the COR for coordination with the IPs. • Agency to share the recce plans with the COR. • A live document to be put on Google Drive.
All Other Business (AOB) Regional Research
• Agency informed COR that the top lines of the regional research have been shared. Agency requested the time to properly interrogate and refine the findings, after which the final Research Report will be shared.
Flip Book for Success Stories: • The COR suggested putting together a flip book consisting of a compilation of the Human Interest stories, back stories and success stories compiled in the past. • The COR suggested the Agency team gets in touch with Hassan Ali Naqwi of Dawn Supplements, considering they did a supplement for USAID which could be used as a reference. • Design layout to be suggested by the agency.
Social Media Strategy:
The Agency will share social media strategy for Linkedin, Youtube and Instagram with interesting creative ideas. The COR suggested the Agency team goes over Instagram videos developed for the World Bank. The agencies should also have a critical look at beneficiaries with quotes.
Agency will confirm the date for the presentation.
Give Away ideas: Out of the items suggested by the Agency, the COR shortlisted the following: • USB with a Key Chain • Shields / Trophies • Parachute bags with strings • Diary with leather cover • Badges
The agency to re-look at the Art Direction considering the revised Art Direction adopted in the August 13-15th Media Execution.
NEXT STEPS: • Agency to work on improving the branding options and also to get the samples with the prices.
• Agency to suggest give-aways for school children.
Annual Work plan 2017-2018 Agency confirmed to work on the POCA Annual Work Plan Year Three and set up a meeting by mid September.
Appointment of DCOP: The agency shared the update on the hiring of the new DCOP. The shortlisted candidate would be recommended to the COR by next week.
Meeting held between M&C Saatchi World Services and USAID Pakistan Thursdsay,24th August 2017, 10:00 am – 12:00 pm Attendees: For USAID: Shehla Rizwan, Contracting Officer’s Representative (COR) Mehdi Ali Khan, Communication Specialist For M&C Saatchi: Rubab Ghaffar, Chief of Party (COP)
MINUTES The following topics were discussed: Regional Radio Program • KP specific FM and AM radio channel list was shared along with the cost. • The COR and Mehdi sb both advised to share the details of top 3 radio channels of the region. • One of the radio channel should be radio FM 101. • Mehdi Sb shared the details of the program format. • Each episode would be location and USAID project specific and will not be recorded in the radio studio. One radio channel would record and the other two channels would air the recorded content.
Next Steps: • To help them decide, the agency needs to share the details of top 3 KP region radio channels • The cost of each radio channels should not be over US$ 25,000. • The agency needs to share the geographic coverage, and listener ship of each radio channel. • The listenership ship time slot wise also needs to be shared. • The media plan should be panned in a way that one radio channel airing is not over lapping the other. This will help us reach the maximum number of people across the province.
Outreach in Swat: The update of Swat recce was shared. Mehdi Sb advised Qamar Goreja (over the telephone) how to approach the Head Masters, parents, elders and students of that area. Mehdi sb also advised Qamar to meet the regional vendors and analyze their strengths NEXT STEPS: • Agency to coordinate with the IPs (PaRRSA & SGAFP) • Agency to share the detailed document with the details of vendors, location and the actual plan
Cook’s Challenge: The agency shared the concept of the TV content with Mehdi Sb. The updated sheet in the approved format was shared with Mehdi sb and the COR for their comments and suggestions.
Next Steps: • The COR to approve one location for the pilot shoot. • A meeting with Cook’s Challenge production team to be arranged.
ANNEX – D: Quarterly PR Plan
QUARTERLY PR PLAN
July-September 2017
JULY 2017
1) WORLD YOUTH SKILL DAY – 15TH JULY 2017
Pitch: July 15 is World Youth Skills Day, and the United Nations is observing the day with a special event on the theme of “Skills Development to Improve Youth Employment.” This is to highlight USAID Training projects in Pakistan. In the light of this day, we can highlight the skill development project through a television talk show where representative of USAID Pakistan and the skill development project along with a few beneficiaries will talk about how skill development has helped them improve their lives. Message: USAID is making a positive impact through skill development and empowering people in Pakistan. Message: USAID is making a positive impact through skill development and empowering people in Pakistan. Channel: Sindh TV or Mehran TV (Subject to availability). Requirements: Availability of USAID Pakistan and Skill Development Project representatives along with beneficiaries. Channel: Sindh TV or Mehran TV (Subject to availability). Requirements: Availability of USAID Pakistan and Skill Development Project along with a few beneficiaries will talk about how skill development has helped them improve their lives
2) ISLAMABAD TOUR – 18TH JULY 2017 Pitch: Journalists will be invited to visit agriculture projects and programs operating in and around Islamabad. The purpose of this visit will be to showcase the large projects that are being run by USAID, and introduce some of the beneficiaries to the media. Journalists will cover the projects and develop exclusive packages and stories for USAID. The media tour will be a day trip with local journalists from Islamabad media houses. Message: USAID is making a positive impact through its work in Pakistan while valuing and benefitting from working alongside local partners. Channel: Invite representatives of media based in Islamabad. Requirements: Access to the programs and people of USAID projects in and around Islamabad and a USAID project site.
3) MANGO EXPO – JULY Pitch: Agriculture Market Development program is planning to host a Mango Expo on July 21 st 2017. This will be an event where different varieties of mango
that are being exported will be displayed and media representatives will cover the event. Agency to provide media support and assist in creating news packages for various news channels. A live talk show can be arranged later to discuss the AMD project and how USAID is helping farmers access international markets. Message: USAID is helping Pakistan farmer’s access international markets. Channel: To be decided. Requirements: Access to farmers, USAID Mission Director at the event and AMD representatives.
4) INTRODUCTORY OP-ED BY NEW MISSION DIRECTOR JERRY BISSON Pitch: Agency to draft an Op-Ed by the new Mission Director Jerry Bisson that speaks about his sentiments while coming to Pakistan and the areas that he is passionate about working in Pakistan. The Op-Ed will also discuss the work USAID is already doing in Pakistan along with aspirations in the future. Message: USAID is work closely with the Government of Pakistan for development. Channel: Express Tribune, Express Media Group & Kaawish. Requirements: Input and insights from Mission Director Jerry Bisson
5) TALK SHOW WITH NEW MISSION DIRECTOR JERRY BISSON Pitch: Agency to arrange a television talk show with Mission Director Jerry Bisson will feature as the chief guest and discuss his interests for development work in the near future. The talk show will speak about how USAID and the Government of Pakistan can work together on Pakistan’s development priorities. Message: USAID is work closely with the Government of Pakistan for development Channel: Waqt Television Requirements: Availability of Mission Director Jerry Bisson
AUGUST 2017
6) USAID PAKISTAN MISSION DIRECTOR’S OP ED ON INDEPENDENCE DAY Pitch: M&C Saatchi will draft and disseminate an Opinion piece by the USAID Pakistan Mission Director that will highlight the successes of Pakistan in the past seventy years. The Op – Ed will also highlight a hope for a brighter future. Message: US Government and Pakistan have a strong 70-year-old relationship and working together has helped them achieve great heights. Channel: The Nation & Nawai Waqt Group Requirements: - Input and insights from USAID Mission Director Jerry Bisson
7) PAKISTAN INDEPENDENCE DAY- AUGUST Pitch Option 1: This year, Pakistan marks the 70 th year of independence. 2017 also marks 70 years of the US Pakistan relationship. To celebrate and highlight this relationship, a television talk show can be hosted where the USAID Pakistan Mission Director will feature and discuss the highlights and strong points of the 70- year relationship shared by Pakistan and United States. Message: US Government and Pakistan have a strong 70-year-old relationship and working together has helped them achieve great heights. Channel: To be decided. Requirements: Availability of USAID Pakistan Mission Director. Pitch Option 2: Poster making competition (age: 14 – 24). A poster competition will be held from 1st to 10th August (results to be announced on the 14th) where participants will develop posters that demonstrate the US Pakistan friendship. The posters can be displayed at an exhibition, which can be inaugurated by the Mission Director in the month of August. Message: US Government and Pakistan have a strong 70-year-old relationship and working together has helped them achieve great heights Channel: Social Media and exhibition Requirements: Availability of USAID Pakistan Mission Director for the exhibition and prizes for winners
SEPTEMBER 2017
8) LITERACY DAY: USAID TEACHING OUT OF SCHOOL KIDS TO GET ONLINE Pitch: September 8 was declared International Literacy Day by UNESCO on November 17, 1965. Its aim is to highlight the importance of literacy to individuals, communities and societies. In the light of the International Literacy Day, we will highlight the Sindh Capacity Development Project and highlight that it has teamed up with Intel to teach 4,000 out of school children and adolescents’ basic ICT skills. This has allowed them to study and grasp basic computing skill, and some have gone on to find employment with their newfound skills. Message: USAID is helping to stimulate the Pakistan economy for those most in need. Channel: Pitch the content idea to local Sindh News Channel either as a news package or a morning show item e.g. Sindh TV, KTN News, Mehran TV, Awaz TV. Requirements: Access to spokesperson from the Sindh Capacity Development Project and one or two strong examples of out of school youth who have benefitted significantly from the training.
9) HUMAN INTEREST STORY Pitch: Disseminate a human-interest story finalised by the client in the print media. Human-interest story will be pitched in English, Urdu and regional languages. Message: USAID is making a positive impact through different projects in Pakistan. Channel: Dissemination plan will be shared separately. Requirements: Approved success story by the client. Pitch 2: News package of a human-interest story to be recorded by the media house and aired on a local television channel. Message: USAID is making a positive impact through different projects in Pakistan. Channel: Channel will depend according to the region of the human-interest story. Requirements: Availability of the beneficiary.