Campaigns

I have worked extensively around building and executing end-to-end campaigns. I have co-curated conferences, events, and seminars and built campaigns targeting digital and mass media platforms. I specialize in managing large teams of communications vendors like designers, illustrators, PR agencies, etc. to manage and execute high-scale events. I have led communications and branding for over 150+ events at international and national levels. This includes everything from merchandise, banners, brochures, folders, etc. design and production, media management, event photography, and videography.

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Selected Work

Malala Yousafzai Visits Pakistan 

Overview: In January 2022, Malala Fund marked a significant milestone by launching its first registered national office in Pakistan. Despite notable progress in girls' education over the past decade, Pakistan still faces the challenge of 12 million girls out of school. Since 2014, Malala Fund has invested over $7.5M in local organizations, focusing on advocating for quality education, enhancing rural school infrastructure, and promoting digital inclusion. Recognizing the sensitive nature of girls' education and Malala Yousafzai's public profile in Pakistan, the Fund orchestrated a strategic visit by co-founders Malala and Ziauddin Yousafzai in 2022. This visit aimed to engage key stakeholders and advance advocacy efforts for prioritizing girls' education in the country.

Scope:  As the on-ground Communications Lead, I collaborated closely with a cross-functional team including the Head of Communications, Creative, PR, Country Director of Pakistan, and external partners. My role included executing a comprehensive campaign with the following key deliverables:

  1. Advocacy Breakthrough: Secured meetings with top government officials, including the Chief Minister of Punjab, resulting in commitments to:
    • Promise of introduction of legislation banning corporal punishment in schools
    • Announcement of recruitment 25,000 primary school teachers
    • Commitment to implement mother tongue instruction to boost literacy rates
  2. Strategic Engagements: Organized events showcasing Malala Fund's work and fostering positive public perception, including:
    • Expert panel discussions with young school girls’
    • Visit to the school support by MF
    • University talk at a premier educational institute 
    • Cultural heritage tours
  3. Media Amplification: Managed comprehensive media strategy, secured interviews with two leading news outlets, and generated positive coverage across hundreds of national outlets (print and broadcast) in multiple languages.
  4. Youth Outreach: Produced an innovative podcast featuring Malala and young content creators, reaching millions of youth through social media.

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Through strategic communication and engagement, this campaign successfully navigated sensitive topics, amplified Malala Fund's message, and advanced the cause of girls' education in Pakistan. Malala’s visit was covered positively by hundreds of news outlets in multiple languages including print and broadcast media. 

                                                                                                                                  Interview: Malala’s interview with Pakistan’s top news outlet

                                                                         Podcast: Malala’s first public interaction with young content creators and social media influencers in Pakistan

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Unleashing Blue Carbon's Potential: World Bank's Pioneering Framework

Overview: In 2023, the World Bank launched a first-of-its-kind blue carbon readiness framework, to empower how governments approach coastal and marine ecosystem conservation and meet their commitments under the Paris Agreement. Despite these staggering benefits of blue carbon, it is being eroded. This innovative tool empowers economies to harness their blue carbon potential, combating climate change while creating jobs and improving quality of life. 

Scope: As a Communications Consultant, I worked with cross-functional teams to execute a strategic communications campaign to amplify the framework's reach and influence:

  1. Global Audience Engagement:
    • Publication webpage: Served as a central hub for key messages and resources
    • Multilingual assets: Report views exceeded 5,300 with 4,310 downloads across English, Spanish, Portuguese, and French versions
    • Press release: Generated 9,831 views across six languages (EN | AR | FR |ES | PT | Mandarin Chinese)
  2. Multimedia Outreach:
  3. Social Media Impact:

This campaign successfully positioned the World Bank's blue carbon framework as a pivotal tool in the fight against climate change, reaching a diverse, global audience and driving meaningful engagement with policymakers and the public.

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World Bank Group's World Oceans Day Campaign 2024: Catalyzing Global Action for Ocean Health

Overview: World Oceans Day, observed annually on June 8, is a global initiative highlighting the ocean's critical role in our lives and ecosystems, while addressing the challenges it faces. PROBLUE, the World Bank's trust fund for ocean governance, spearheads an annual Bank-wide campaign to mark this day. This campaign is integral to the worldwide effort to inspire collective action for ocean health and climate stability.

Scope: For the 2024 World Oceans Day campaign, I worked with cross-functional teams to deliver a comprehensive, end-to-end strategy with the following key components:

  1. High-Impact Visual Content:
  2. Thought Leadership:
    • Staff note from Global Director of the Unit 
    • Op-ed on SIDS fisheries in New Scientist
    • Video message from Global Director of the Unit 
  3. Strategic Messaging:
  4. Global Engagement:

This comprehensive approach ensured maximum visibility and impact for PROBLUE's initiatives, reinforcing the World Bank's commitment to ocean conservation and sustainable development.

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Reshaping narrative around civil society contribution in Pakistan 

Overview: In 2020, a series of incidents tarnished the public perception of Pakistan's development sector, revealing a lack of understanding among conservative segments and influential Urdu media about civil society's role. In response to heightened government regulations and growing trust deficits, Democracy Reporting International (DRI) launched a campaign to rebuild trust among stakeholders and strengthen the sector's position by showcasing its contributions.

Scope: As the Communications Lead, I closely collaborated with the technical team to curate a communications campaign with the following key components: 

  1. Strategic Branding:
    • Developed a unique visual identity using national colors and imagery to embed the development sector within Pakistan's historical context
  2. Knowledge Production and Stakeholder Engagement:
    • Edited a briefing paper highlighting the deep linkage between civil society and social development in Pakistan
    • Led on communications for high-level dialogues across all four provinces, facilitating discussions between government and civil society representatives to build consensus
  3. National Conference:
    • Hosted and led on communications for a  high-profile conference bringing together key government officials, thought leaders, and civil society stakeholders to foster thought leadership
    • Created a media wall for stakeholder interviews, producing video content for social media dissemination
  4. Multi-Platform Social Media Campaign:
    • Curated a multilingual campaign across Facebook and Twitter to reach a diverse audience

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                                                          Event video: Highlights from the national conference 'Civil Society's Role in Promoting Social Development in Pakistan', DRI

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This campaign successfully bridged divides, bringing previously unwilling stakeholders to the table. It facilitated open dialogue, resulting in mutual agreement on balanced regulation and recognition of civil society's vital contributions to Pakistan's development.

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