Client: U.K. Department for International Development
Region: Asia and the Pacific
The Transforming Education in Pakistan (TEP) programme is developing and implementing a public advocacy campaign in Pakistan to ensure that parents and civil society groups support quality education. Alif Ailaan is the brand name for the three-year campaign, based on a decade-long engagement between the U.K. Department for International Development and education stakeholders in Pakistan that essentially determined the need for a dramatic change in the level of active political engagement on education issues. The theory of change for the project is that a greater degree of political salience for education is a prerequisite for any transformational change to take place in education in Pakistan.
There are five core strands that the campaign depends on to enhance education’s standing in the mainstream political discourse: Direct political advocacy, the media, civil society and direct community engagement, research and evidence and finally, the international community. Several pioneering efforts have been tested by the Alif Ailaan campaign, which is already recognised as a trailblazer in areas such as education and school infrastructure league tables for districts, cross-platform activism, and engaging senior journalists and politicians.
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