AWARENESS RAISING STRATEGY

2013

PAKISTAN SUSTAINABLE TRANSPORT PROJECT

www.pakstran.pk

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Awareness Raising Strategy of Pakistan Sustainable Transport Project was prepared by IUCN Pakistan.
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The opinions expressed in this document do not constitute an endorsement by the United Nations Development
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Citation:
IUCN Pakistan (2013). Pakistan Sustainable Transport (PAKSTRAN) Project
Awareness Raising Strategy of Pakistan Sustainable Transport Project, Government of Pakistan and IUCN Pakistan
Author:
Saadullah Ayaz
Technical editors:
Dr. Saleem Janjua, Jane Lawton and Danish Rashdi
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PAKISTAN SUSTAINABLE TRANSPORT (PAKSTRAN) PROJECT

Awareness Raising Strategy 2013

TABLE OF CONTENTS
ABBREVIATIONS AND ACRONYMS
1.0

2.0

3.0

4.0

Introduction and Context

1.1.

Climate change and Pakistan

1.2.

Impact of transport sector on climate change

1.3.

Need for Sustainable Transport (ST) systems

The Pakistan Sustainable Transport (PAKSTRAN) Project

2.1

Objectives and Outcomes and Partners

2.2

PAKSTRAN Paving the way for the Bus Rapid Transit

(BRT) System

2.3

The Bus Rapid Transit System

2.4

Why Bus Rapid Transit System for Pakistan?

Situational Analysis

3.1

The challenge

3.2

Need for awareness raising on Sustainable Transport

3.3.

Why is awareness critical to PAKSTRANs success?

Awareness raising strategy for PAKSTRAN

4.1

Methodology

4.2

Salient features of awareness raising strategy

4.3

Goals, Strategies and Activities

4.4

Target audience

4.5

Key messages

4.6

Communication framework

10

4.7

Key tools and channels

11

5.0

Partnerships and collaborations

12

6.0

Monitoring & Evaluation

14

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ABBREVIATIONS AND ACRONYMS

Percent

BRT

Bus Rapid Transit

CAA

Clean Air Asia

Degree Celsius

CO2

Carbon-dioxide

GCISC

Global Change Impact Studies Centre

GEF

Global Environment Facility

GHG

Greenhouse Gases

Gt

Giga tons

IP

Implementing Partner

IPCC

Intergovernmental Panel on Climate Change

IUCN

International Union for Conservation of Nature and Natural Resources

PAKSTRAN

Pakistan Sustainable Transport Project

PCAN

Pakistan Clean Air Network

PMU

PAKSTRANS Project Management Unit

RP/s

Responsible Party/ies

ST

Sustainable Transport

SUT

Sustainable Urban Transit

TV

Television

UNDP

United Nations Development Programme

PAKISTAN SUSTAINABLE TRANSPORT (PAKSTRAN) PROJECT

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1.0 Introduction and Context

Increasing concentrations of greenhouse gases (GHGs)
in the atmosphere are responsible for climate change.
Climate change induced by human activity - particularly
due to emissions since the industrial revolution (in the
eighteenth century) is widely recognized as a major, if
not the main, challenge to humankind in the 21st century.
There is ample scientic evidence to support the fact
that climate change is a reality. Its impacts have already
shown far reaching adverse effects on economies,
societies and ecosystems, which ultimately affects the
livelihoods of people throughout the world.
Although some uncertainty around projections and
impacts of climate change exists, scientic evidence
regarding human causes of climate change is now
widely accepted, especially after the launch of the
Fourth Assessment Report of the Intergovernmental
Panel on Climate Change (IPCC-AR-IV, 2007)1.
The report suggests that a global temperature rise of
2-4.5 0C (degrees Celsius) by the end of this century is
almost inevitable. This warming affects global climatic
patterns, causing serious effects on water resources,
agricultural production, biodiversity and ecosystems,
and heath, and leads to sea level rise and extreme
weather conditions. IPCC-AR-IV also elaborates that
the associated impacts will particularly affect poor
populations and less economically developed countries.

1.1. Climate change and Pakistan

Pakistan is considered one of the most vulnerable
countries in the world with regard to climate change. A
recent vulnerability index by Germanwatch ranks
Pakistan as the most affected by climate-related
weather events for the period 1991-20102. Maplecroft
has ranked Pakistan among the 16 most vulnerable
countries in the year 20103. It mentions that a
temperature rise between 0.6 to 1.0C has already
occurred since 1900 and a decrease of 10 to 15% in
precipitation has occurred over the last 40 years in the
country.
The recent World Bank report "Turn Down the Heat"
predicts, "In a 4C world, South Asian summer
temperatures are projected to increase by 3C to nearly
6C by 2100, with the warming most pronounced in
Pakistan". A series of unusually intense monsoonal
rainfall events in the mountainous catchment of the
Indus River was one of the main physical drivers of the
devastating Pakistan oods of 2010, which resulted in
more than 1,900 casualties and affected more than 20
million people (World Bank 2013). Studies conducted by
Global Change Impact Studies Centre (GCISC) in 2010
project that the average temperature over Pakistan will

increase in the range 1.3-1.5 C by the 2020s, 2.5-2.8 C

by the 2050s and 3.9-4.4C by the 2080s,
corresponding to an increase in average global surface
temperature by 2.8-3.4C by the turn of the 21st
Century4. As scientic evidence and climate related data
continue to mount, it is imperative that bold steps be
taken to move towards climate-smart development
practices in Pakistan.

1.2. Impact of transport sector on

climate change
Transport activity is a key component of economic
development and human welfare and is increasing
around the world as economies grow5. The most
pressing problems associated with this increasing
transport activity are trafc fatalities and injuries, urban
congestion and air pollution. These problems are
especially acute in the most rapidly growing economies
of the developing world. The transport sector plays a
crucial and growing role in world energy use and
emissions of GHGs.
Transport activities around the world predominantly rely
on a single fossil resource (petroleum) that supplies
95% of the total energy used in this sector. In 2004,
transport was responsible for 23% of world
energy-related GHG emissions. The same year, this
sector produced 6.3 Gt CO2 emissions. Road transport
currently accounts for 74% of total transport related
CO2 emissions6.
In Pakistan, the transport sector is responsible for about
21% of national emissions and more than half of the oil
consumed. Within the transport sector, road transport is
dominant as it is responsible for carrying 91% of
national passenger trafc and 96% of freight. As the
population and the economy have grown, the size and
number of vehicles has drastically increased. This
number has jumped from 2.7 million in 1990 to 5.5
million in 2005 (an increase of over 100%) and 9.8
million in 20107.
Road transport is the backbone of Pakistan's transport
system. The 9,574 km long National Highway and
Motorway network, which represents 3.65% of the total
road network, carries 80% of Pakistan's total trafc.
Over the past 10 years, road trafc, both passenger and
freight, has grown signicantly faster than the national
economy.

Shiekh, M. M. et al (2009). Climate Profile and Past Climate Changes in Pakistan.

Global Change Impact Studies Centre. Research report No. GCISC-RR-01
4

Chapter 5. Fourth Assessment Report, 2007. Intergovernmental Panel on

Climate Change
www.ipcc.ch/pdf/assessment-report/ar4/wg3/ar4-wg3-chapter5.pdf
5

Fourth Assessment Report, 2007. Intergovernmental Panel on Climate Change

http://www.ipcc.ch/publications_and_data/publications_ipcc_fourth_assessment_report_synthesis_report.htm
1

(reference same as No. 5 above)

National Economics and Environmental Development Study-NEEDS (2011).

United Nations Framework Convention on Climate Change
unfccc.int/files/adaptation/application/pdf/pakistanneeds.pdf

Sven Harmeling (2011). Global Climate Risk Index, 2012, Germanwatch

http://www.germanwatch.org/klima/cri.pdf

http://maplecroft.com/about/news/ccvi.html

PAKISTAN SUSTAINABLE TRANSPORT (PAKSTRAN) PROJECT

Awareness Raising Strategy 2013

The absence of public transportation system and the

deteriorating condition of the railway system in Pakistan
has led to a shift of people and cargo towards road
transport. This has exerted great pressure on road
infrastructure, both in terms of maintenance and
construction.
Further economic growth and increasing population
density in urban areas will exacerbate the situation.
Excessive reliance upon road transport is also causing
increased congestion, degraded air quality in high trafc
areas and dramatic increases in GHG emissions.

1.3. Need for Sustainable Transport (ST)

systems
Based upon the above analysis of the signicance of
GHG emissions from the urban transport sector
combined with its expected growth, it is imperative that
interventions are designed to offer an opportunity to
promote sustainable modes of transport with a major
objective to reduce GHG emissions. Besides mitigating
climate change, the role of Sustainable Transport (ST)
systems is vital to creating safe and habitable cities with
improved living conditions for urban dwellers. On a
global scale it is essential that we design and build
transport infrastructure to make it safer and more
environmentally friendly, and to minimize vulnerability to
climate change and natural disasters.
As the largest single source of carbon emissions, the
transport sector
holds the greatest potential for
credible reductions of emissions/pollutants, as well as
positively improved synergies with local sustainable
development priorities in areas such as energy
conservation, efciency enhancement and promotion of
renewable energy options.
It is estimated that Pakistan has potential of at least
20% energy in transport sector8. Increased use of public
transport has been identied as a policy option for
Pakistan to reduce GHG emissions from this sector.
Promotion of sustainable means of transport is
considered as an extremely important element in the
countrys future sustainable development, and carries
other considerable benets such as reducing
congestion, pollution, high consumption of fossil fuels
and health problems.

8
Alauddin, A. (2009). Energy Efficiency & Renewable Energy: The key to Sustainable Development.
Alternate Energy Development Board.

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2.0 The Pakistan Sustainable

Transport (PAKSTRAN) Project
To address the transport and related problems in the
country, the Government of Pakistan is implementing a
ve-year (2011-2016) project Pakistan Sustainable
Transport (PAKSTRAN) Project.

2.1 Objectives and Outcomes & Partners

Objective of PAKSTRAN
The objective of the Project is to reduce the growth of
energy consumption and related greenhouse gas
emissions from Pakistans transport sector, while
simultaneously
improving
urban
environmental
conditions
and
improving
Pakistans
trade
competitiveness.

Expected Outcomes
The expected outcomes of PAKSTRAN are:

feeder routes with the urban transport network;

organized parking lots near bus stations & user-friendly
transfer points; economic incentive for commercial
development near BRT; nancial sustainability of
integrated BRT system and outreach and involvement
through public-private partnerships.
PAKSTRAN will streamline institutions; strengthen
strategic plans and the regulatory policy framework at
the provincial level by using BRT project demonstration
experiences. It will facilitate: development of sustainable
transport policies; and build capacity within responsible
provincial agencies to adopt sustainable transport
principles in planning. Moreover, PAKSTRAN will:
utilize
holistic
approaches
to
demonstrate
implementation of the Trucking Policy. (Holistic
approaches include innovative nancial mechanisms,
strengthening/supporting institutions and regulations;
will create an enabling environment to reduce fuel
consumption in the trucking sector).
Also, PAKSTRAN will raise awareness and knowledge
levels of issues related to, and measures to achieve
sustainable urban transport and fuel efciency of
commercial vehicles (This will include targeted publicity
campaigns and supporting curriculum development in
technical and academic institutions).

a. Operational urban transport system in Punjab

province.
b. Operational urban transport system in Sindh
province.
c. Improved energy efciency in truck freight transport.
d. Increased public awareness and institutional
capacity on sustainable transport concepts.

2.3. The Bus Rapid Transit System

Project Partners
PAKSTRAN is supported by Global Environment Facility
(GEF) and United Nations Development Programme
(UNDP) and is being implemented by Government of
Pakistan (Implementing Partner) of the Project.

The PAKSTRAN project envisions Bus Rapid Transit

System across the three main cities of Pakistan as a
medium and long-term solution to improve the
efciency of the urban transport system.

Bus Rapid Transit is a high-quality, high-capacity rapid

transit system, combining the best features of rail with
The Responsible Parties (RP) of the Project are;
the exibility and cost advantages of roadway transit.
BRT has been successfully implemented in different
a. Government of Punjab, through the Urban Unit,
parts of the world, including Australia, South America
Planning & Development Department.
and Europe and is now gaining popularity in other
b. Government of Sindh, through Transport Department. regions9.
c. Planning Commission of Pakistan
d. IUCN, International Union for Conservation of Nature Vehicles travel in exclusive lanes, thus avoiding trafc.
and Natural Resources.
Passengers walk to comfortable stations, pay their fare

2.2. PAKSTRAN Paving the way for the

Bus Rapid Transit (BRT) System

in the station, and board through multiple doors like a

train. Service is very frequent and often passengers can
choose between express and local routes, an option not
available on most train systems. Vehicles can be hybrid
electric or CNG and in the future may be powered by
zero-emission fuel cells.

PAKSTRAN will adopt holistic planning approaches

towards a successful demonstration BRT system. BRT
planning will include: physical integration of BRT and

Bus Rapid Transit (BRT) combines the best features of

rail with the exibility and cost advantages of roadway
transit.

Outcome 4 of PAKSTRAN deals with Increased public

awareness and institutional capacity on ST concepts.

http://www.gobrt.org/

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Awareness Raising Strategy 2013

The following are major components of BRT, and the

best systems have most or all of these features:
Exclusive Lanes: These greatly increase speed and
reduce travel time, thus making BRT more competitive
with car travel. Unlike rail, transit vehicles can leave the
exclusive lane to take passengers directly to their
destination.
Exclusive lanes also can provide emergency vehicles
with congestion-free routes lanes also can provide
emergency vehicles with congestion-free routes.
Sustainable transportation system requires the
provision of a public transit system which is reliable,
affordable and provides convenience to its users.
Primarily, it should make sense to those who forsake the
luxury of their cars for the benets of time and cost they
perceive in a public transit system.
Stations: Stations come in many shapes and sizes,
both on the surface and underground. The best have a
number of common features. First, they provide a
seamless, sheltered connection to transit vehicles.
Vehicle doors line up precisely with the station, enabling
fast unloading and boarding. This reduces the time that
the vehicle must wait in the station (known as dwell
time) and makes the overall trip faster and more
pleasant.
Vehicles: The best BRT vehicles have multiple doors for
entry and exit and are designed to dock with the
station, similar to a rail system. Clean propulsion
systems are available, such as hybrid electric and CNG.
Service: BRT provides frequent, all day service. This
service is depicted with simple, intuitive maps, not
complicated bus schedules.

2.4. Why Bus Rapid Transit System for

Pakistan?
Bus Rapid Transit (BRT) is widely deployed in both
developing and developed countries around the world.
The BRT is considered faster and cheaper (like Lahore
Metro Bus model) and provides social, economic and
environmental benets. BRT is globally tested to be
most suitable mode of urban mobility and is considered
affordable and has less upfront cost as compared to
other mode i.e. monorail, etc.
Better Quality, Better Service: A properly designed
BRT system can serve more neighborhoods and
provide better service than a comparably-priced rail
system. Customers can choose between express and
local routes and many transfers can be avoided or
eliminated. Better service means more transit riders and
a more sustainable city.

It is the best option available to restore high quality

transit service, attract people out of their cars, and ght
global warming. BRT can be built in phases, providing
almost immediate relief and offering cost-effective
future expansion options. Since the 90s there have been
no mass transit systems in the three major cities of
Pakistan. Till the late 80s, Karachi was blessed with a
circular railway system which eventually became the
target of political greed and the transport maa that
even now exercises signicant clout over the entire
transport system of the city.
Fighting Global Warming: BRT is the best transit
strategy for most US cities to reduce transportation
related CO2 emissions, according to a recent analysis
published in the Journal of Public Transportation. BRT
can be deployed more quickly, and in greater quantities,
than rail systems. This increases opportunities to attract
people out of their cars.

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3.0. Situational Analysis

3.1. The Challenge
There has been empirical evidence collected from
experiences worldwide, conrming the efcacy of the
Bus Rapid Transit system. However, public knowledge
and awareness of such a system is minimal in Pakistan.
Moreover, the behavior and attitude of the masses in
Pakistan towards a public transport system is anything
but positive and not without concrete reasons. The
quality of the existing public transport services may not
lend itself to any positive public perception of a new
transportation system. This is especially true for those
that prefer to remain ensconced in their cars, and wait
out the routine trafc congestions, than to rely on any
public transport services which promises to be more
efcient and cost effective. Current transport services in
the major cities of Pakistan, especially Karachi for
instance, do not provide any reasons why vehicle
owners should prefer the over their luxurious cars. And
this car owner segment happens to be the major target
of PAKSTRAN, as getting them to board the BRT will be
the major success of the Project as well as a major
contribution towards curbing GHG emissions.
Such perceptions pose a major challenge to creating a
favorable response from the public, and encouraging
them to shift to any mass transit system.
A coherent sustainable transport policy is very difcult
to achieve when public awareness levels towards
sustainable transport are generally low.
Pakistan is a developing country, where general
awareness of environmental issues, and impacts of
climatic changes, remains low. In such a scenario,
creating awareness of the concept of sustainable
transportation becomes a major challenge, especially
when the subject of environment generally does not
take priority over other pressing social issues such as
poverty, health, security, education, etc.
Urban commuters are already faced with multifarious
issues arising out of inadequate transportation facilities
and increasing congestions, which make their daily lives
difcult. Yet, many are not aware, and therefore cannot
comprehend how sustainable transportation may
provide a solution in the longer run. Quick xes are
generally welcomed, such as bridges, yovers, and
underpasses, but bringing about a change in
approaches, attitudes, and behavior for instance,
encouraging the use of big buses; requires repeated
inculcation of key ST concepts and targeted awareness
and knowledge.
Lack of political will has also been an issue because of
which, for example, Karachis circular railway was
eventually discontinued, and even the decades-old
tracks have started fading away, giving way to
widespread encroachment.
5

When it comes to different socio-economic classes, it

gets even more challenging to get vehicle owners to use
public buses instead of their saloons. This is the case
even with middle class car owners.

3.2. Need for awareness raising on

Sustainable Transport
The majority of the Pakistani population is unaware of
Sustainable Transport concepts, particularly existing
transport operators. More importantly, there has been
little or no outreach for existing urban transport
operators to discuss alternatives in the current urban
transport scenario. They commonly view mass transit
concepts such as Bus Rapid Transit (BRT) as a threat to
their livelihoods/businesses, since they are unaware of
the benets to their own operations.
Awareness raising with these groups needs to be
integrated with policy guidelines and infrastructure
development in order to achieve success for new ST
systems.
The importance of awareness raising in the case of ST is
highlighted below:
a. Sustainable urban transport measures cannot be
implemented without the support of key
stakeholders. Public awareness is important for
generating a vision of a better future and promoting
action;
b. Sufcient levels of awareness are necessary to
ensure participation of stakeholders, which is
essential for ensuring buy-in for activities, right from
the policy level to the general public;
c. Public awareness activities can help to set the public
agenda and inuence decision makers; public
awareness can help develop a better-informed
debate to draw attention for adopting a successful
regulatory and planning models.

3.3. Why is awareness critical to

PAKSTRANs success?
A greater awareness of ST concepts (as planned under
PAKSTRAN) is likely to contribute towards achieving the
objectives of PAKSTRAN, i.e., to reduce greenhouse
gases (GHG) and air pollutants from the transport sector
in Pakistan. As a result, awareness raising along with
capacity building has been included as an integral part
of PAKSTRAN (Outcome 4), as this is expected to play
an important role in inuencing future consumer
behavior and facilitating sustainable transport choices.

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4.0. Awareness raising strategy

for PAKSTRAN
As an activity under Outcome 4 of PAKSTRAN, this
awareness raising strategy has been prepared to
support the achievement of the overall objectives of
PAKSTRAN and to highlight the importance of raising
awareness on Sustainable Transport with emphasis on
problems and opportunities.
The overall purpose of putting together this Strategy is
to assist the Project in its implementation by creating a
receptive target audience through awareness-raising
campaigns at the national level, primarily targeting the
urban cities.

4.1. Methodology
This document has been nalized through inputs from
PAKSTRAN partners, stakeholders and other experts,
adopting an inclusive and participatory approach. The
draft of this awareness raising strategy was developed
by IUCN Pakistan, after a review of best practices, tools
and techniques for raising awareness from other
regions. Best approaches have been identied and
tailored to the local conditions for raising awareness in
Pakistan on ST. The scope of intervention has been
planned keeping in mind the support required under the
PAKSTRAN project documents as well the capacity and
budgets available.
The document draft was shared with partners for their
collective feedback and inputs, and later debated at an
awareness raising strategy workshop involving all the
major stakeholders organized by IUCN in November
2013. Views and opinions shared in the workshop have
aided in rming up this document.
The practical purpose of this strategy is two-fold. First,
it aims to guide in raising awareness of sustainable
transportation concepts in the stakeholders; and
second, it serves as a general resource for anyone
planning to communicate information on sustainable
transportation to the public or other stakeholders.

4.2. Salient features of awareness raising

strategy
This awareness raising strategy provides a framework
for all the complex levels of communication involving
various actors, from government to the communities
across Pakistan.
a. Focus of the strategy
The focus of this awareness raising strategy is BRT
(identied area of intervention under PAKSTRAN), but
generally it extends beyond BRT as a single mode of ST.
This would generally feature alternate means, including:
6

green cars, alternate fuels, walkability and cycling to

complement a behavior-shift towards urban transport.
b. Scope
The scope extends beyond the theme of clean air to
encompass equally important issues related to urban
congestion, public and pedestrian safety and urban
livability, economic impacts and social injustice which
are often not recognized. The specic scope of this
strategy extends to PAKSTRAN partners, i.e.,
Government of Pakistan; Government of Sindh;
Planning and Development Department, Government of
Punjab; Planning Commission of Pakistan and IUCN.
The geographic scope of this strategy is nationwide, but
with a specic focus on the rapidly growing cities of
Lahore, Karachi and Islamabad/Rawalpindi, as
identied for implementation of activities under
PAKSTRAN.
Separate awareness raising action plans will be devised
for both the Punjab and Sindh Provinces to complement
the activities being undertaken under PAKSTRAN.
c. Key Considerations
The following have been kept in view in the formulation
of this awareness raising strategy:
1. S i n c e t h e p r i m e f o c u s o f P A K S T R A N i s o n
operationalization of BRT (as a means for ST), the
focus of awareness-raising will be BRT even though
in the broader context, the concept of ST also
encompasses other alternative means of
transportation, such as green cars, alternate fuels,
cycling and walking to complement a behavior shift
towards urban transport.
2. Civil society o r g a n i z a t i o n s , t h e m e d i a a n d t h e
judiciary would be interested in knowing more about
the rights and responsibilities of the people in the
development planning process to ensure that people,
especially the directly impacted groups, register their
voices and that developmental plans and activities do
not coerce any stakeholder into a disadvantageous
position. Their interest would also cover
environmental issues related to the operational phase
of any BRT facility, hence an interest in knowing the
implementation status and public response;
3. Common masses would be interested to know the
development work (innovative for most of the cities of
Pakistan) that would be undertaken as a project
intervention, as the interest of the common masses
towards getting best facilities in their city for
commuting;

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4. Awareness gives birth to expectations and demands.

If not fullled, these lead to disappointment and loss
of tempo. For maintaining the momentum, close
coordination will be maintained between capacity
building work and awareness, in synchronization with
project interventions being undertaken by CIU Punjab
and CIU Sindh;

3. Enhance awareness of the general public on the

benets of ST, leading to behavior shift, specically
towards BRT.

5. As a consequence of awareness-raising, the

PAKSTRAN team could be challenged to take up
complicated assignments as Test Cases. The Team
would be able to maintain a certain level of freedom
of choice, since any failure in producing the
desired results within a reasonable time frame
would be counterproductive to the project efforts.

Strategy

4.3. Goals, Objectives, Strategies and

Activities
This awareness raising strategy aims to sensitize all the
stakeholders, including different decision-inuencing
and decision-making players, and the general public,
regarding their respective roles in shaping the way for
planning and development decisions that are to be
taken in Pakistan regarding ST.

Objective 1: To highlight the importance of

PAKSTRAN as a ag-bearer for introducing
sustainable urban transport concepts in Pakistan.

1. Promote BRT as a sustainable mode of urban

transport (Outcome 1 and 2 of PAKSTRAN).
Activities:
Dissemination of publicity material
(brochures/pamphlets, posters, stickers) and project
newsletter,
Continuous campaigns through print, electronic and
online media,
PAKSTRAN website (the Knowledge Hub) and social
networking sites,
Targeted sensitization activities for media (seminars
and talk shows),

This strategy will serve as a key document to enable

policy-makers, public and the academia to consider the
benets and possible options related to ST. Given the
breadth of local circumstances, issues and cultures in
Pakistan, this strategy can only provide the broad
framework for locally-tailored actions (Provincial Action
Plans for Punjab and Sindh).

Youth/students and commuters campaigns, and

The goal of this awareness raising strategy is to ensure

that the concept of Sustainable Transport is understood
widely by the people, and particularly by the media as
the latter inuences a wider cross section of the society
in Pakistan.

Provision of reliable and comprehensive information

related to BRT services. Integrate awareness
campaigns with innovative marketing and service
oriented ideas like smart ticketing.

Objectives, Strategies & Activities

2. Policy on improved energy efciency in truck freight

transport (Outcome 3).

The specic objectives of this strategy are as follows:

Objectives of the Awareness Raising Strategy
1. Highlight the importance of PAKSTRAN as a
ag-bearer for introducing sustainable urban
transport concepts in Pakistan;
2. Improve the understanding of media so that they can
report on ST systems, and threats of GHG emissions
and benets of their reduction from transport sector
in Pakistan.

High impact activities, like ride a bus to ofce day,

wear a mask parade, ride a cycle day, walk to ofce
day, breath clean air day, etc.
Building public consensus,

Activities:
Dissemination of publicity material
(brochures/pamphlets, posters, stickers) and
newsletters
Targeted campaigning (seminars) for parliamentarians
and decision makers,
Policy dialogue/debate,

PAKISTAN SUSTAINABLE TRANSPORT (PAKSTRAN) PROJECT

Awareness Raising Strategy 2013

Targeted meetings with key/selected groups of policy

makers (specically PAKSTRAN partners),
Targeted meetings with freight
operators/associations/transporters,

Activities:
Encourage increased discussions on media on the
core benets of sustainable transportation.
Develop stories for the press on hazards of trafc
congestions, and impacts of GHG emissions on
human health and environment.

Showcasing best practices, through exposure visits

(specically PAKSTRAN partners).
Objective 2: Improve the understanding of media so
that they can report on ST systems, and threats of
GHG emissions and benets of their reduction from
transport sector in Pakistan;
Engaging the support of the media in raising awareness
considerably broadens the impact. For instance, TV
channels, radio programmes, and the press can be
highly effective conduits for the dissemination of key
messages to general public. Some people rarely read
printed materials, and prefer listening to entertaining
radio programs or watch TV channels. Hence, all three
modes shall be used to expand awareness coverage.
The program coverage would be on the interrelated
issues of climate change, sustainable transportation
and on the environmental degradation through GHG
emissions, highlighting its consequences. Media can
also skillfully prompt civil society, policy makers and
urban transporters into thinking about the issues and
building the momentum.
Strategy

Hold public seminars with support of civil society.

Objective 4: To put sustainable transportation on the
agenda of various decision makers, promote
changes in the behavior of policy-makers, key
stakeholders and civil society.
Strategy
1. Ensure continued and growing policy support for
sustainable transportation and its inclusion into urban
transport system.
Activities:
Consultation with decisions makers.
Prepare factsheets, case-support documents, and
literature for policy-makers.
Prepare documentaries highlighting key benets and
issues of sustainable transportation.
Organize issue specic group discussions and
workshops inviting decision makers, planners.

1. To sensitize the media to the signicance of

sustainable transportation.

2. Lobbying for policy on improved energy efciency in

truck freight transport.

Activities:
Organize media sensitization workshops and meetings Strategy
inviting a full spectrum of print and electronic media.
Activities:
Assist media in developing stories on sustainable Consultation with decisions makers and policy makers
transportation and related issues.
Consultation with urban planners and freight operators
Send out press releases and stories on key events on
ST issues.
Prepare factsheets and support material
Organize media meetings with Project partners,
experts and other stakeholders and follow up regular
media reporting on sustainable transportation issues.

Identify best practices

Objective 3: Enhance awareness of the general

public on the benets of ST, leading to behavior
shift, specically towards BRT.

The target audience of this Strategy is as follows:

4.4. Target audience

Strategies
1. To help public understand the concept of ST as a
longer-term solution to the current road and trafc
congestions, and making people aware of the impacts of
GHGs and various other problems associated with it.
8

a. Common masses, particularly the urban dwellers,

who are directly impacted by the issues arising
because of poor condition of the transport sector in
Pakistan. In particular, the vehicle / car owners.

PAKISTAN SUSTAINABLE TRANSPORT (PAKSTRAN) PROJECT

Awareness Raising Strategy 2013

b. Decision and policy makers related to

design/development and operationalization of
sustainable urban transport systems;

Road infrastructure expansion causes only temporary

improvements in trafc congestions, but their long
term effect is worse than before their construction. The
traditional approach of increasing mobility by
providing more road space is therefore neither
economically productive and environmentally
sustainable nor equitable.

c. Media persons, specically the opinion makers in

print, electronic and online media,
d. Youth particularly students/school children, who are
considered drivers of change.

Using Bus Rapid Transit next to the congested road

will prove that the travel time is shorter in comparison
to using a single car stuck in the congestion.

e. Urban transport operators.

In view of their perceived needs for information, they are
clustered into the following 3 groups:
The Pushers: Those who need to know that planning
can be done in a smarter manner. This group comprises
the policy makers and representative in regulatory
bodies (in case of PAKSTRAN the project partners), who
push the policy planning and implementation of the
activities, particularly those envisaged in the project.
The Doers: Those who need formal sensitization to
ensure smooth operation of a ST system once
implemented under the project. This group includes the
planners, the practitioners & trainers, who collectively
develop and approve plans, and monitor the
implementation and operational phases as necessary. It
may include civil society that may contribute to ensuring
the success of the project by promoting ST, wherever
possible.
Others Stakeholders: All other stakeholders with
specic knowledge on how and when to intervene, how
to blow the whistle on any wrongdoings and how to
safeguard the interests of less privileged segments of
the society. This group includes civil society
organizations, the media and the judiciary (limited role in
relation to PAKSTRAN).

4.5. Key Messages

The messages under the awareness campaigns would
be short and powerful to mobilize people to action.
Testing messages through focus groups and other
research tools allows for ne tuning of a campaigns
message and increase its effectiveness.
Rapid increase in personal vehicles are adding to
severe trafc congestion and other problems including
air pollution, loss of personal and corporate
productivity, high cost of transport and poor quality of
life.

Although driving a car may appear more luxurious and

a matter of esteem, the economics of today suggests
efcient utilization of time and money both of which
are lost when road networks are clogged. The better
option is to use a BRT, which saves time, money and
health.
Public transit is more efcient compared to private
transport in terms of energy and road space use, user
cost and emission production.
As transportation service is a key component related
to quality of life, it is not possible to improve the quality
of life without improving the transportation system.
The traditional way of solving trafc congestion is to
increase capacity of the road network. However,
experience has shown that this solution only works as
a temporary x because developers build new
commercial and residential developments where new
lanes are added to an existing road network or where
new roads are built. Consequently, after a few years,
these roads become congested again. Most large
cities in Asia have come to a stage where adding lanes
or building new roads is not possible anymore due to
scarcity of land.
Corresponding with the themes, the communication
tools and techniques to be used, along with expected
impacts and target audience are presented in the
following table:

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Awareness Raising Strategy 2013

4.6. Communication Framework

Table 1. Objectives, strategies, activities and outcomes
Objectives
Promotion of BRT as a
sustainable mode of urban
transport

Strategies

Activities
Ecological/environmental,
social and economic impacts
of transportation in Pakistan

Dissemination of publicity
material
(brochures/pamphlets,
posters, stickers) and
newsletter

Benets of switching to ST
(specically BRT)

Continuous campaigns
through print, electronic and
online media
PAKSTRAN website and
social networking sites
Targeted sensitization
activities for media (seminar
and talk shows)

Adoption of BRT as the most

economically feasible and
socially acceptable mode of
ST in Pakistan (specically in
Punjab and Sindh)

School/university and
commuters campaigns

Policy on improved energy

efciency in truck freight
transport

Enhancing public demand for

operationalization sustainable
urban transport system in
Pakistan (generally) and
specically in Punjab and
Sindh Provinces

Outcomes
Common masses, particularly
the urban dwellers
Decision-inuencing and
decision-making players,
related to design /
development and
operationalization of
sustainable urban transport
systems
Media persons
Youth particularly
students/school children

High impact activities

Development of
political/public momentum of
PAKSTRAN activities.

Dissemination of publicity
material (brochures /
pamphlets, posters, stickers)
and newsletter

Catalyst for generating need

of policy on improved energy
efciency in truck freight
transport

Decision-inuencing and
decision-making players,
related to energy efciency
in trucking freight transport

Targeted campaigning
(seminars) for
parliamentarians and
decision makers

Sensitization of key
parliamentarians and decision
makers/planners and freight
operators/transporters for
conducting policy dialogue

Freight operators /
associations /
transporters

Policy dialogue/debate
Maintaining policy momentum
Targeted meetings with
key/select groups of policy
makers (specically
PAKSTRAN partners)

Policy orientation and

incorporation of learning from
best practices in policy work

Showcasing best practices,

through exposure visits
(specically PAKSTRAN
partners)

Need for institutional

strengthening in relation to ST
Improved knowledge
management

10

Media persons

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Awareness Raising Strategy 2013

4.7. Key tools and channels

Main channels have been identied to serve as tools for
delivering the awareness-raising content:
The mass media TV, radio, press
Mass media can deliver rather general information. They
are essential tool for forming a public understanding of
the value of sustainable transportation, and the dangers
of GNG emissions. Mass media electronic and print
both are useful for creating widespread awareness of
ST issues within large group of people and for attracting
common attention to the issue. Environment is an
emerging beat in Pakistan, and there are now active
journalists that are dedicated to environmental stories
and reporting. They can initiate increased interest
among policy-makers by asking for an explanation of
problems and solutions to be adopted. Regarding
curbing GHG emissions, mass media can be a critical
link in preparing the background and moving the issue
onto the policy agenda highlighting it as a serious issue
that needs appropriate concern.
PAKSTRAN website and social media
PAKSTRAN website is already up and running and can
serve as a major source of information to many
inquisitive segments of the society. However, the
website will require active involvement and routine
updating so as to keep the audience coming to it
repeatedly.
Facebook, blogs and twitter are also increasingly
popular in Pakistan and actively being used for
spreading causes and messages. This will be a most
effective tool especially for the middle and upper
socio-economic segments of the society who are
frequent users of social media.
Brochures, yers, booklets, information kits
Brochures, posters, yers are common dissemination
tools that are already in place. Through this channel,
both general and very detailed information can be
delivered. Sending a booklet/information kit to selected
persons, media, civil society representatives,
government ofcials and policy makers, urban
operators, and the general public is a tested way of
conveying targeted information.
Key events seminars, conferences, stakeholder
meetings
These events should be focused on concrete problems
which need to be solved which could be policy related

11

or requiring government support to introduce new rules

and regulations. The audience will be selected by
sending invitations to target individuals. Presentations
have to explain the problem so participants understand
what is needed and how they can contribute to the
solution. Written conclusions should be ready in
advance, targeting relevant ofcials to adopt decisions
facilitating the sustainable transportation process. Other
activities will include establishing a broad support
system of individuals and interested groups (scholars,
legislators,
education
institutions,
nonprot
organizations,
law
enforcement
departments,
corporations, media, professionals, students, and the
general public) that would help in mobilizing community
support for spreading the cause of ST, a nascent
concept in Pakistan.

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Awareness Raising Strategy 2013

5.0. Partnerships and

collaborations
The use of partnerships will be critical in achieving the
objectives of the campaign and maximizing its reach.
During the course of the project, a number of awareness
raising partners will be identied and engaged. This is to
ensure complementarity with other relevant initiatives
and strengthens of collaborators. Also, such
collaborations will ensure cost effectiveness of the
activities.
Some of the possible collaborations would be:
a. Media
The media has evolved quite rapidly in the last 10-15
years in Pakistan. Not only have the number of
newspapers, television and radio channels increased,
but the media too has become bolder and more
responsible. The media is acting as a watchdog by
keeping a check on all kinds of political and social
developments. In a developing country like Pakistan this
is quite a positive change. Here it must be mentioned
that the media not only includes journalists and
reporters, but also anchors, producers, editors and
corporate personnel.
In order to highlight the importance of ST, especially
BRT in the media, special efforts would be required as
media in Pakistan has mostly been occupied with
political and geo-strategic development information.
The media not only needs to be appraised of the
importance but also needs to be engaged as a vehicle
for further dissemination. Media can act as a catalyst for
PAKSTRAN. It is worth mentioning that media itself is
both the target audience and a medium of inuence.
The following activities would be targeted for media
under PAKSTRAN:
1. Continuous campaigns in print, electronic and online
media,
2. Involvement in targeted sensitization activities for
media (seminars and talk shows),
3. Select involvement in high impact activities.

Pakistan Television (for electronic media campaigns)

and Herald Tribune (for print campaign).
b. Experts / Celebrities
An experts opinion and celebrity voice in raising
awareness and changing perceptions of masses are the
most popular tools of recent times. This has become a
winning formula for image building of brands and also to
endorse particular practice.
For awareness-raising on ST, various thematic forums,
group discussions, seminars, television (TV) talk shows
etc. will be organized inviting eminent experts to speak
about adverse impacts of transport system and benets
of switching to ST mode of transport.
Carefully selected celebrities would also be invited to
take part in awareness activities, particularly the high
impact activities/campaigning, which would be
organized from time to time.
c. Youth forums/university students, activists /
school clubs
Youth is considered a driver of social change. Any
activity targeting awareness of youth is considered to
have highest impact, as youth is always more receptive
to new ideas, as compared to the common masses.
Youth can take responsibility in their hands by
becoming role model and in actively guiding the actions
to the success.
For Outcome 4 of PAKSTRAN, youth forums/groups,
including university student associations would be
actively involved in awareness campaigning. Specic
campaigns would be designed and implemented
targeting youth to promote ST in Pakistan and
specically Punjab and Sindh.
School children would also be actively engaged in
campaign work, through activities like poster
competitions, essays writing and also for inuencing
work on BRT.

One of the best and effective ways to maintain media

coverage is to establish relationships with individual
journalists. Implementers of the strategy should make
regular visits to news reporters in Karachi, Lahore, Pindi
and Islamabad to maintain good working relationship
and regular contacts with the media to ensure that
activities in PAKSTRAN receive positive media
coverage.

The following activities would be targeted for media

under PAKSTRAN:

Additionally, media would effectively be engaged

wherever necessary and opportunities for collaboration
would be explored to ensure cost effectiveness of the
activities. Besides, building new collaborations, IUCN
would be utilizing its current partnerships including with

3. Specic involvement in high impact activities, like

ride a bus to school/college day, wear a mask
parade, ride a cycle day, walk to college/school
day, breath clean air day etc.

12

1. Continuous campaigns through youth, particularly on

BRT and inuencing policy makers.
2. General involvement in targeted sensitization
activities for masses.

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Awareness Raising Strategy 2013

d. Other activities by partners/institutions

The project will also explore the potential of partnering
with other organizations and institutions which could
bring value to the campaign and extend its reach.
For example, Clean Air Asia (CAA) Centre in Manila,
Philippines has been partnering with IUCN on the
Pakistan Clean Air Network (PCAN) since 2005. A
number of initiatives on sustainable transport have been
implemented and various partnerships have been built
since then. PAKSTRAN will explore the opportunity of
strengthening their role under Outcome 4 to build their
expertise in Pakistan for awareness raising in Pakistan.
CAA houses excellent expertise on ST, particularly in
awareness raising.

13

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Awareness Raising Strategy 2013

6.0. Monitoring & Evaluation

There are many challenges to successful public
awareness campaigns, with one of the foremost being
how to measure the campaigns effectiveness. With
resources being scarce, it is difcult for groups to justify
large evaluation budgets; at the same time, it is
important to ensure that money spent on public
awareness is not wasted, so making some effort to
evaluate the effectiveness of outreach is important.

to keep a count of the number of:

A comprehensive mechanism would be set in place to

regularly monitor the progress on the implementation of
the awareness raising strategy and also to evaluate the
impacts of the campaigns, as conducted. Following
approaches would be deployed for this purpose:

4. Requests received by PAKSTRAN for help in ST and

related matters.

a. Rapid appraisal
After different events, a questionnaire would be
circulated inviting participants views on the
effectiveness of the PAKSTRAN awareness raising
activity. The questionnaire would comprise positive
statements. A scale of 1-10 could be used where 1
would indicate Totally Disagree, and 10 Fully Agree
with the statement.

6. Focus on ST in political dialogue.

For example, after a workshop, evaluation statements

could be presented as follows:
1. Participation in the PAKSTRAN Training Workshop
enhanced my understanding of the subject.
2. Speakers made clear and useful presentations.
3. Hand-outs were useful,
4. Logistic arrangements met my expectations.
5. I will be happy to take part in future PAKSTRAN
events.

1. Activities undertaken.
2. Participants in different events (workshops/seminars
etc.).
3. Hits on the Knowledge Hub.

5. Project partners being asked to pace up activities on

ST.

7. Inquiries/invitation received from media.

8. Donors/investors showing interest in ST promotion
project and programmes.
Potential Risks: Other challenges come when public
awareness efforts assume incorrectly that the
community they are targeting is homogenous or when
the community outreach results in people sympathizing
with the other side. Troubling consequences can
follow when a compelling campaign inspires people to
act on their own. This can instead endanger the
rescuers, as well as run afoul of ongoing activities of
relevant institutions. Therefore, it is imperative for public
awareness efforts to ensure that individuals go through
proper channels when deciding to take action and be
proactive towards transport systems and sustainable
development. Moreover, cultural sensitivities have to be
taken into account and local traditions of conduct have
to be taken seriously.
c. Success factors

6. I will visit the Knowledge Hub for more information

when needed.
7. I will tell others to take part in similar PAKSTRAN
events.
8. I will tell others to visit the Knowledge Hub (the
PAKSTRAN website) for more information.
Additionally, there will be some space where
respondents can provide feedback on areas requiring
improvement. Although anonymity of respondents will
be respected, space will be provided as an option to
those who wish to disclose their identity and contact
information. It is expected that the such post-activity
feedback will help improve similar future events.
b. Long term monitoring
For a long-term monitoring the progress of the
awareness raising strategy, an easy indicator would be
14

Success of the awareness raising efforts under

Outcome 4 of PAKSTRAN will depend on the collective
wisdom and support of the project partners in
implementation, and how the PAKSTRAN team
manages timely execution of the recommended
activities. At the top level, raising awareness of the law
makers thus becomes a serious matter for the overall
success of PAKSTRAN. At the grass-root level, the
media should be able to provide sufcient information to
NGOs, including the community based organizations,
for helping them inuence the public opinion
accordingly.
The success of these activities would also depend on
timely provision of nancial resources, sufcient enough
to meet the expectations of partners and implementing
of the scales as recommended in this strategy
document.

The Project Management Unit

Government of Pakistan
ENERCON Building, G-5/2
Islamabad, Pakistan.
Phone: +92-51-9209025
Email: pmu@pakstran.pk

IUCN, International Union for

Conservation of Nature.
Islamabad Programme Ofce
House # 2, Street 83,
G-6/4, Islamabad, Pakistan.
Tel: +92-51-2271027-034
Fax: +92-51-2271017
Email: info@pakstran.pk