pakstran- awareness raising strategy- saadullah ayaz

PAKISTAN SUSTAINABLE TRANSPORT PROJECT

www.pakstran.pk

AWARENESS RAISING STRATEGY2013

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Published by:Government of Pakistan and IUCN Pakistan

Copyrights: 2013 Government of Pakistan and IUCN, International Union for Conservation of Nature and Natural Resources.

Awareness Raising Strategy of Pakistan Sustainable Transport Project was prepared by IUCN Pakistan.

This publication was supported by the United Nations Development Programme/Global Environment Facility and Government of Pakistan.

Citation is encouraged. Reproduction and/or translation of this publication for educational or other non-commercial purposes is authorised without prior written permission from IUCN Pakistan, provided the source is appropriately acknowledged.

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Citation:IUCN Pakistan (2013). Pakistan Sustainable Transport (PAKSTRAN) ProjectAwareness 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

Design:Hasan Zaman

Available from:IUCN Pakistan-Islamabad Programme OceNo 2, Street 83, G-6/4, Islamabad, PakistanTel +92 (51) 2271027-34Fax +92 (21) 2271017www.iucnp.org

ABBREVIATIONS AND ACRONYMS

1.0 Introduction and Context 1

1.1. Climate change and Pakistan 1

1.2. Impact of transport sector on climate change 1

1.3. Need for Sustainable Transport (ST) systems 2

2.0 The Pakistan Sustainable Transport (PAKSTRAN) Project 3

2.1 Objectives and Outcomes and Partners 3

2.2 PAKSTRAN Paving the way for the Bus Rapid Transit

(BRT) System 3

2.3 The Bus Rapid Transit System 3

2.4 Why Bus Rapid Transit System for Pakistan? 4

3.0 Situational Analysis 5

3.1 The challenge 5

3.2 Need for awareness raising on Sustainable Transport 5

3.3. Why is awareness critical to PAKSTRANs success? 5

4.0 Awareness raising strategy for PAKSTRAN 6

4.1 Methodology 6

4.2 Salient features of awareness raising strategy 6

4.3 Goals, Strategies and Activities 7

4.4 Target audience 8

4.5 Key messages 9

4.6 Communication framework 10

4.7 Key tools and channels 11

5.0 Partnerships and collaborations 12

6.0 Monitoring & Evaluation 14

TABLE OF CONTENTS

PAKISTAN SUSTAINABLE TRANSPORT (PAKSTRAN) PROJECT

Awareness Raising Strategy 2013

ABBREVIATIONS AND ACRONYMS

% Percent

BRT Bus Rapid Transit

CAA Clean Air Asia oC 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



1Increasing 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 of2-4.5 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 emissions

6.

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.

1.0 Introduction and Context

1Fourth Assessment Report, 2007. Intergovernmental Panel on Climate Changehttp://www.ipcc.ch/publications_and_data/publications_ipcc_-fourth_assessment_report_synthesis_report.htm

2Sven Harmeling (2011). Global Climate Risk Index, 2012, Germanwatchhttp://www.germanwatch.org/klima/cri.pdf

3http://maplecroft.com/about/news/ccvi.html

4Shiekh, M. M. et al (2009). Climate Prole and Past Climate Changes in Pakistan. Global Change Impact Studies Centre. Research report No. GCISC-RR-01

5Chapter 5. Fourth Assessment Report, 2007. Intergovernmental Panel on Climate Changewww.ipcc.ch/pdf/assessment-report/ar4/wg3/ar4-wg3-chapter5.pdf

6(reference same as No. 5 above)

7National Economics and Environmental Development Study-NEEDS (2011). United Nations Framework Convention on Climate Changeunfccc.int/les/adaptation/application/pdf/pakistanneeds.pdf



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 emissions

6.

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.

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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.

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



9http://www.gobrt.org/

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2.0 The Pakistan Sustainable Transport (PAKSTRAN) ProjectTo 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:

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.

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 Responsible Parties (RP) of the Project are;

a. Government of Punjab, through the Urban Unit, Planning & Development Department.b. Government of Sindh, through Transport Department.c. Planning Commission of Pakistan d. IUCN, International Union for Conservation of Nature and Natural Resources.

Outcome 4 of PAKSTRAN deals with Increased public awareness and institutional capacity on ST concepts.

2.2. PAKSTRAN Paving the way for the Bus Rapid Transit (BRT) System

PAKSTRAN will adopt holistic planning approaches towards a successful demonstration BRT system. BRT planning will include: physical integration of BRT and

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).

2.3. The Bus Rapid Transit System

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 exibility and cost advantages of roadway transit. BRT has been successfully implemented in different parts of the world, including Australia, South America and Europe and is now gaining popularity in other regions9.

Vehicles travel in exclusive lanes, thus avoiding trafc. Passengers walk to comfortable stations, pay their fare 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.

Bus Rapid Transit (BRT) combines the best features of rail with the exibility and cost advantages of roadway transit.



4The 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.



53.0. 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.

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.



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 PAKSTRANAs 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 strategyThe 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:

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 ConsiderationsThe following have been kept in view in the formulation of this awareness raising strategy:

1. S ince the pr ime focus of PAKSTRAN is on 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 a l ternat ive means of transportation, such as green cars, alternate fuels, cycling and walking to complement a behavior shift towards urban transport.

2. Civil society organizat ions, the media and the 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 p o s i t i o n . T h e i r i n t e r e s t w o u l d a l s o c o v e r 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 facil it ies in their city for commuting;



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 ConsiderationsThe following have been kept in view in the formulation of this awareness raising strategy:

1. S ince the pr ime focus of PAKSTRAN is on 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 a l ternat ive means of transportation, such as green cars, alternate fuels, cycling and walking to complement a behavior shift towards urban transport.

2. Civil society organizat ions, the media and the 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 p o s i t i o n . T h e i r i n t e r e s t w o u l d a l s o c o v e r 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 facil it ies 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;

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 fai lure in producing the desired results within a reasonable time frame would be counterproductive to the project efforts.

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.

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).

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.

Objectives, Strategies & Activities

The specic objectives of this strategy are as follows:

Objectives of the Awareness Raising Strategy

1. Highl ight 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.

3. Enhance awareness of the general public on the benets of ST, leading to behavior shift, specically towards BRT.

Objective 1: To highlight the importance of PAKSTRAN as a ag-bearer for introducing sustainable urban transport concepts in Pakistan.

Strategy

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),

Youth/students and commuters campaigns, and

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,

Provision of reliable and comprehensive information related to BRT services. Integrate awareness campaigns with innovative marketing and service oriented ideas like smart ticketing.

2. Policy on improved energy efciency in truck freight transport (Outcome 3).

Activities: Dissemination of publicity material (brochures/pamphlets, posters, stickers) and newsletters

Targeted campaigning (seminars) for parliamentarians and decision makers,

Policy dialogue/debate,



3. Enhance awareness of the general public on the benets of ST, leading to behavior shift, specically towards BRT.

Objective 1: To highlight the importance of PAKSTRAN as a ag-bearer for introducing sustainable urban transport concepts in Pakistan.

Strategy

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),

Youth/students and commuters campaigns, and

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,

Provision of reliable and comprehensive information related to BRT services. Integrate awareness campaigns with innovative marketing and service oriented ideas like smart ticketing.

2. Policy on improved energy efciency in truck freight transport (Outcome 3).

Activities: Dissemination of publicity material (brochures/pamphlets, posters, stickers) and newsletters

Targeted campaigning (seminars) for parliamentarians and decision makers,

Policy dialogue/debate,

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Targeted meetings with key/selected groups of policy makers (specically PAKSTRAN partners),

Targeted meetings with freight operators/associations/transporters,

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

1. To sensitize the media to the signicance of sustainable transportation.

Activities: Organize media sensitization workshops and meetings inviting a full spectrum of print and electronic media.

Assist media in developing stories on sustainable transportation and related issues.

Send out press releases and stories on key events on ST issues.

Organize media meetings with Project partners, experts and other stakeholders and follow up regular media reporting on sustainable transportation issues.

Objective 3: Enhance awareness of the general public on the benets of ST, leading to behavior shift, specically towards BRT.

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.

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.

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.

2. Lobbying for policy on improved energy efciency in truck freight transport.

Strategy

Activities: Consultation with decisions makers and policy makers

Consultation with urban planners and freight operators

Prepare factsheets and support material

Identify best practices

4.4. Target audience

The target audience of this Strategy is as follows:

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.



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.

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.

2. Lobbying for policy on improved energy efciency in truck freight transport.

Strategy

Activities: Consultation with decisions makers and policy makers

Consultation with urban planners and freight operators

Prepare factsheets and support material

Identify best practices

4.4. Target audience

The target audience of this Strategy is as follows:

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.

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b. Decision and policy makers related to design/development and operationalization of sustainable urban transport systems;

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.

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 a i r pol lut ion, loss of personal and corporate productivity, high cost of transport and poor quality of life.

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 mobil ity by providing more road space is therefore neither economically productive and environmentally sustainable nor equitable.

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.

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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4.6. Communication Framework

Table 1. Objectives, strategies, activities and outcomes

Objectives Strategies Activities Outcomes

Promotion of BRT as a sustainable mode of urban transport

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

Continuous campaigns through print, electronic and online media

PAKSTRAN website and social networking sites

Targeted sensitization activities for media (seminar and talk shows) School/university and commuters campaigns

High impact activities

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

Benets of switching to ST (specically BRT)

Enhancing public demand for operationalization sustainable urban transport system in Pakistan (generally) and specically in Punjab and Sindh Provinces

Adoption of BRT as the most economically feasible and socially acceptable mode of ST in Pakistan (specically in Punjab and Sindh)

Development of political/public momentum of PAKSTRAN activities.

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

Policy on improved energy efciency in truck freight transport

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

Targeted campaigning (seminars) for parliamentarians and decision makers

Policy dialogue/debate

Targeted meetings with key/select groups of policy makers (specically PAKSTRAN partners)

Showcasing best practices, through exposure visits (specically PAKSTRAN partners)

Catalyst for generating needof policy on improved energy efciency in truck freight transport

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

Maintaining policy momentum

Policy orientation and incorporation of learning from best practices in policy work

Need for institutional strengthening in relation to ST

Improved knowledge management

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

Freight operators / associations /transporters

Media persons



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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

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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Pakistan Television (for electronic media campaigns) and Herald Tribune (for print campaign).

b. Experts / CelebritiesAn 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.

The following activities would be targeted for media under PAKSTRAN:

1. Continuous campaigns through youth, particularly on BRT and inuencing policy makers.

2. General involvement in targeted sensitization activities for masses.

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.

5.0. Partnerships and collaborationsThe 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. MediaThe 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.


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.

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.

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



Pakistan Television (for electronic media campaigns) and Herald Tribune (for print campaign).

b. Experts / CelebritiesAn 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.


1. Continuous campaigns through youth, particularly on BRT and inuencing policy makers.

2. General involvement in targeted sensitization activities for masses.

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.

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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.



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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.

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:

a. Rapid appraisalAfter 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.

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.

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 monitoringFor a long-term monitoring the progress of the awareness raising strategy, an easy indicator would be

to keep a count of the number of:

1. Activities undertaken.

2. Participants in different events (workshops/seminars etc.).

3. Hits on the Knowledge Hub.

4. Requests received by PAKSTRAN for help in ST and related matters.

5. Project partners being asked to pace up activities on ST.

6. Focus on ST in political dialogue.

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

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.



to keep a count of the number of:

1. Activities undertaken.

2. Participants in different events (workshops/seminars etc.).

3. Hits on the Knowledge Hub.

4. Requests received by PAKSTRAN for help in ST and related matters.

5. Project partners being asked to pace up activities on ST.

6. Focus on ST in political dialogue.

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

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.

IUCN, International Union for Conservation of Nature.Islamabad Programme OfceHouse # 2, Street 83,G-6/4, Islamabad, Pakistan.Tel: +92-51-2271027-034Fax: +92-51-2271017Email: [email protected]

The Project Management UnitGovernment of PakistanENERCON Building, G-5/2Islamabad, Pakistan.Phone: +92-51-9209025Email: [email protected]

pakstran- awareness raising strategy- saadullah ayaz

Documents

government of pakistan

iucn pakistanauthor

iucn pakistancopyrights

impact of transport

bus rapid transit system

bus rapid transit brt

awareness critical

salient features of