Kahaniyan–Ao Dikhaen Phir Wo Dunia

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.