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Dairy Project Improving Livelihoods through
Dairy Development
www.dairyproject.org.pk /USAID Dairy Project [email protected]
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