Abstract:
This project is a development support communication campaign for Akhter Hameed
Khan Resource Center’s project “Library Corner and learning center,” based in Dhok
Hassu. The organization carries out development based innovations and research and
it was founded as a tribute to famous Akhter Hameed Khan, who was a great Pakistani
development practitioner and social scientist.
The first Chapter consists of our research and its analysis in which we have provided
background regarding the organization and the project “Library Corner and Learning
Center”. We have established the understanding of our target audience, the media
choices they prefer and the models that apply to our campaign. As our campaign
requires both internal and external communication solutions Rhode’s model provides
an outline of our internal communication and Hakuhodo Model provides an outline of
outreach.
The second chapter is all about the action plan under which we have provided the
creative brief, creative strategy and the campaign timeline for our campaign
“Kahaniyan”. It starts off from stating our campaign objective moving on to the
structuring of campaign tagline and its specifications.
The Last Chapter has all our advertisement executions based on “Kahaniyan” and their
rationales, also including the mentorship program executions which includes toolkits
for the mentors.
