Mass Awareness Campaign


USAID – DRDF Dairy Project’s Mass Awareness component ensures effective dissemination of project’s key message among national as well as international stakeholders, in compliance with USAID’s branding and marking requirements, through strategic planning and implementation of a mass awareness campaign.

Dairy Project’s print and electronic media campaigns are not only promoting the usage of best dairy farming practices, but are also creating awareness about the subject amongst Pakistan’s general public which includes government institutions, universities and other stakeholders. 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 the first year of extension phase, (October 2014 – October 2016), the Communications Team successfully reached out to around 600,000 rural households (including public/private stakeholders) through a series of advocacy and community outreach efforts.

Success Stories

  • Muhammad Tariq, being the only bread winner of the house, was finding it difficult to make ends meet with his economic condition. However all th... Read More


  • Muhammad Azam Bashir lives in Basti Sheen Mar Moza Qadir wah Tehsil, District Vehari, with his wife and a son. He heard about USAID-DRDF Dairy Project’s trainings through Dairy Project’s T... Read More


  • 27 year old Hamid Nawaz Basra, is an ambitious and progressive farmer who lives at 66DB, Tehsil Yazman, District Bahawalpur. He saw the advertisement in newspaper about technical ... Read More


  • Muhammad Ghufran’s previous job as a rickshaw driver meant he was always uncertain about the income he would make on a monthly basis, as it would depend on the number of passengers. There... Read More


  • The United States Agency for International Development (USAID) and Dairy and Rural Development Foundation (DRDF) through their Dairy Project are providing trainings to women from P... Read More


  • “My success is greatly indebted to USAID-DRDF Dairy Project team, which helped me explore new ways of better income and improved social status through its Woman Livestock Extension Workers tra... Read More


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