TORs: National Mid-Level STTA – Communications Specialist
Embedded support for Department’s Public Awareness Campaign on Smog Mitigation

Programme

Evidence for Health (E4H) is a Foreign, Commonwealth & Development Office (FCDO)-funded programme aimed at strengthening Pakistan's healthcare system, thereby decreasing the burden of illness and saving lives. E4H provides technical assistance (TA) to the Federal, Khyber Pakhtunkhwa (KP), and Punjab governments, and is being implemented by Palladium along with Oxford Policy Management (OPM).

Through its flexible, embedded, and demand-driven model, E4H supports the government to achieve a resilient health system that is prepared for health emergencies, responsive to the latest evidence, and delivers equitable, quality, and efficient healthcare services. Specifically, E4H delivers TA across three outputs:

Output 1: Strengthened integrated health security, with a focus on preparing and responding to health emergencies, including pandemics.

Output 2: Strengthened evidence-based decision-making to drive health sector performance and accountability.

Output 3: Improved implementation of Universal Health Coverage, with a focus on ending preventable deaths.

Background and Problem Statement

Punjab, particularly Lahore, faces severe smog levels due to pollution from various sources, including crop burning, vehicle emissions, and industrial activities. These conditions have worsened air quality, leading to increased respiratory, cardiovascular, and other health issues. In response, the Government of Punjab has started taking measures to mitigate the adverse health impacts, emphasizing the need for research, awareness, and logistical support to tackle this public health emergency.

The Primary and Secondary Healthcare Department (P&SHD), with support from E4H, aims to improve its capacity for monitoring, mitigating, and responding to health issues linked to smog through two key areas of support:

1. Training for Smog-Related Health Crisis Response
2. Designing Awareness Campaigns and IEC Material on Smog Mitigation

Objective

The technical assistance aims to enhance the capacity of healthcare workers across Lahore Division by:

1. Training healthcare personnel on the identification, case definitions, and reporting of smog-related illnesses following Integrated Disease Surveillance and Response (IDSR) standards.
2. Providing advanced clinical training to doctors on respiratory illnesses caused or worsened due to smog.
3. Designing a strategic public awareness campaign to educate communities about the health risks associated with smog and the importance of adopting preventative measures.
4. Creating culturally appropriate and easily understandable educational materials, such as pamphlets, posters, SOPs, and IEC content, to reach a diverse audience, including children, the elderly, school and workplace communities, and high-risk groups. 

Scope of Work and Methodology

1.      Campaign Concept and Development

• • Assist the Department in creating a comprehensive campaign plan that outlines key messages about smog's health risks, the importance of prevention, and actionable steps individuals can take.
  • Help identify target audiences based on demographic factors, such as children, the elderly, school and workplace communities, and high-risk populations.
  • Provide recommendations for effective engagement methods and communication channels to reach these groups, focusing on maximizing impact through options like social media campaigns, community events, printed materials, and local radio.
  • Collaborate with the Department to outline a phased timeline for the campaign rollout, detailing key milestones, deadlines, and different phases, such as pre-campaign awareness, peak delivery, and post-campaign evaluations.
  • The Communication Specialist will design and develop educational materials that effectively communicate the risks of smog exposure and preventative measures. All content will be culturally relevant and easily understandable, including:
  • Pamphlets: Easy-to-read brochures summarizing key health risks, safety tips, and protective behaviours.
  • Posters and Banners: Visual materials for public spaces, schools, clinics, and busy community areas, emphasizing safety during high-smog days.
  • Information, Education, and Communication (IEC) Materials: Tailored content for specific groups, such as schools, workplaces, and local communities, to enhance awareness and engagement.

2. Awareness Materials Development

Ensure that all materials are culturally appropriate, easy to understand, and accessible to all demographic groups, including those with lower literacy levels and non-native speakers

Timeline and LOE
The level of effort for the role is 54 working days, from January 2025- March 2025.

Requirements:

Educational Background
Bachelor’s or higher degree in Communications, Public Health, Development Studies, Marketing, Journalism, or a related field.

Technical expertise

• Proven experience in designing and implementing large-scale public awareness campaigns, preferably in the health or environmental sectors.
• Strong skills in message development, audience analysis, and the use of diverse communication channels, including digital, print, and traditional media.
• Proficiency in content creation and management across multiple platforms, including social media, community outreach, and public relations.
• Familiarity with Behavior Change Communication (BCC) strategies and the ability to develop culturally sensitive and accessible materials 

Competencies 

• Excellent written and verbal communication skills, with the ability to tailor messages to various audiences.
• Creative thinking and innovation in developing engaging and impactful communication strategies.
• Strong project management skills, with the ability to manage multiple components of a campaign simultaneously.
• Ability to work collaboratively with diverse stakeholders, including government departments, community organizations, and media outlets. Sensitivity to cultural contexts and the needs of diverse populations, ensuring inclusivity in all materials.

Deliverables/KPIs

• Development of a detailed public awareness campaign outline that includes key messages, target audiences, and proposed timelines for execution.
• Creation/design of high-quality awareness materials, such as pamphlets, posters, banners, SOPs, and digital content, designed to effectively communicate smog-related health risks and preventative measures.
• Ongoing technical support to the Department on the campaign design and materials production.
• Submission of a final report summarizing the campaign design process, materials produced, and recommendations for future campaigns.