Informing Citizen through effective mainstream Media Advocacy on Umeed Jawan Interventions in Punjab

The practice of communication for development has evolved and undergone changes and adaptations during the past fifty years or so. Communication media do play a crucial role in these societal change processes especially to reduce support in all forms. In order for change to be effective and lasting, media have to be looked at in a contextual and integrated way Pakistan. Communication and media Information & Communication Technologies (ICT) are important tools in achieving this process but their use is not an end in itself. Interpersonal, group and traditional communication must also play a fundamental role peace & tolerance. Therefore, CHANGE will use these popular tools of communication in the current media importance which spreading fast impact to build the soft image of nation and main stream youth engagement under Umeed Jawan interventions including the focusing issues through its implementation and public awareness. To achieve the project objectives CHANGE plan to launch an effective print and electronic media campaign on leadings newspapers by publishing of articles, leading F.M radios program and TV talk shows on popular channels on peace promotion, peaceful co-existence, negation to hate speeches and available laws in connection of National Plan of Action for countering violent extremism in Pakistan.

Summarizing the Past

The masses of Pakistan, despite a multitude of problems like unemployment, poverty, remorselessness, social taboos, drugs, guns and politics, have always been in the forefront of movements and political changes. It is unfortunate that the masses and particularly youth, despite their contributions to national development, find themselves trapped in a culture marked by guns, violence and drugs. All this has resulted in a shattered confidence of lawlessness and a break-up of the social fabric.

Pakistan is among those countries which are currently witnessing a substantial increase in the population. This situation presents both opportunities and challenges, which need to be clearly analyzed, understood and responded to by the policy makers. If the potential of masses is effectively harnessed, they would constructively contribute to Pakistan’s development. So far, it appears that youth related problems, needs and concerns are rarely analyzed, understood or addressed. It is informed by emerging realities and the incessant need to combine youth development work spread over various sectors (i.e. youth, labor, health, education, population, sports, culture, finance, human development, and continuous professional development, etc.).

There is a need for constructive citizens’ engagement in the related processes at various stages including policy development, planning, implementation, monitoring and accountability. Media is an efficient tool and has a wide reach to the masses in Pakistan. With the increasing popularity and increasing number of channels, mainstream media is used to promote peace among masses as well as youth in order to harness their energies towards developing productive communities.

Keeping in importance of the program for mass awareness through media advocacy concerned policy makers, journalists, politicians and other stakeholders would be engaged for advocating the Umeed Jawan interventions on right way for promotion of peace and tolerance among youth because of lack of recreational and entertainment opportunities.

Supported by: Umeed Jawan