SOCIAL MARKETING: TERM REPORT:

CHILD LABOR

SUBMITTED TO:

MA’AM SUMAN VALEECHA

SUBMITTED BY:

FIZA HAMEED (22234)

RIMSHA ANIS (22387)

YAHYA IMRAN (22744)

MUNEEBA ZAFAR (20748)

SUNDAAN NASAR (21188)

SYED EMRAAN ALI (11207)

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ORGANIZATION: NGO

ABOUT SPARC:
SPARC was founded in 1992, registered in December 1992 as a society under the Societies
Registration Act 1860, by Supreme Court Advocate Anees Jillani. The idea for creating Pakistan’s
leading child rights organization came to fruition following a discussion between Anees Jillani and
the then UNICEF Program Officer in Islamabad, and an International Baby Food Action Network
(IBFAN) Training Course on Implementing the International Code of Marketing of Breast milk
Substitutes in Penang, Malaysia.
 For about three years, Anees Jillani supported all SPARC activities on his own. Later, UNICEF
approached SPARC with its first funding wherein the Annual Project Plan of Action was signed.
SPARC started to take out a quarterly newsletter in English which was later also published in Urdu
and Sindh. UNICEF and the Royal Netherlands Embassy initially supported the newsletter.
 Canadian International Development Agency (CIDA) was the first to support SPARC institutionally
and SPARC set up offices in Islamabad. A hallmark publication of SPARC, The State of Pakistan’s
Children, was born; supported by Norwegian Agency for Development (NORAD). SDC brought
SPARC into the national sphere with offices opened n Peshawar and Lahore.
 In 1996, SPARC was asked by SACCS to organize the Global March against Child Labor in
Pakistan. Within a short period of time with seminars and consultations, SPARC galvanized the
whole country around the child labor issue with the support of NOVIB, International Labor
Organization (ILO) and NORAD.
 After the March, SPARC entered a totally new arena, pursuing a holistic approach aiming to benefit
not just a small number of working children but the maximum number of children in the country.
 SPARC works on a broad range of child rights issues, addressing the overall system and policy
framework, with added focus on specific thematic areas of special importance to children. SPARC’s
work is guided by international human rights principles and standards which are integrated at policy
and program level. The main guiding documents include the United Nations Convention on the
Rights of the Child (UNCRC) and relevant ILO Conventions.
 SPARC has consultative status with the United Nations ECOSOC (Economic and Social Council)
and the United Nations Department of Public Information and is also partnered with Defense for
Children International (DCI).
 In 2003, SPARC received the United Nations Recognition Award in recognition of its work in
highlighting the plight of children and promoting the rights of children in Pakistan.

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 In 2006 SPARC received USAID certification under the USAID Institutional Management
Certification Program (IMCP).

WHAT SPARC DOES?

Projects:

 Reaching out to Juvenile Prisoners in Central Jail Peshawar through Stakeholders’

Involvement:
SPARC is working in Central Jail Peshawar on restorative justice system and improving prison
conditions. This involves formation of a cohort of dedicated stakeholders willing to work towards
restorative justice system; availability of handy resource material on roles and responsibilities of JJ
stakeholders with subsequent improved access to sports, recreation and health based needs of
minimum 120 juvenile inmates. Children living with incarcerated mothers are also the beneficiaries
of the project.

 Reaching Out to Incarcerate Youth through Educational Uplift:

SPARC has recently undertaken a project in Youthful Offenders Industrial School Karachi to re-
socialize the children and youth into the fold of society through techniques of positive behavior. The
project over a period of 12 months will work to incorporate Non Formal Education, Computer
Literacy and Life Skill Based Education among 120 juveniles. They will also be provided with sports
activities to offer a healthy outlet for their energies. Similarly, introduction of a Learning Corner will
help nurture an environment to enhance the youths’ cognitive, linguistic, social and civil
development. SPARC will also train prison staff on Juvenile Justice System Act and to sustain
interventions in the long run.

 Saving Young Generations from Harms of Tobacco:

Supported by the Campaign for Tobacco Free Kids, the project brings to the forefront the widely
overlooked issue of adverse effects of tobacco on well-being of children and to persuade federal
government to address policy gaps in tobacco legislation; implement the laws in compliance with
Framework Convention on Tobacco Control articles along with its related protocol; MPOWER
policies and SDG commitments (in particular Target 3A) through targeted advocacy in presence of
civil society and media support. All these rigorous interventions will lead to pressure building on
government to address the crucial issue of tobacco industry’s leverage through low taxes and
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manipulative measures to attract minors to take up tobacco use. On pilot basis, concerted efforts have
been initiated to make Multan- a tobacco free city largely through involvement of district
government, health department and public.

 Combating Child Early and Forced Marriage through Girls Empowerment:

SPARC completed 2016- 2018 project in Multan, largely aimed at improving the livelihood
opportunities for disadvantaged young girls and women in targeted communities by providing
vocational skill training, Life Skills Based Education (LSBE), creating market linkages, referring for
advanced training and employment and advocating for the education and training of girls. Basic
mandate of the project was also prevention of Child Early & Forced Marriages (CEFM) in
marginalized communities where girls are taken as burden of the family while boys are considered as
earning hands. Provision of vocational training and earning opportunities to girls at their doorstep
helped in delaying the marriage age of young girls. SPARC concluded the project in December 2018
by training 6078 girls in Multan and Muzaffargarh districts over the period of more than 2 years out
of which 610 girls got internships while 23 got formal employment and 145 are self-employed.
Moreover, 13 girls got microloans to start their business and 429 girls opened their own bank
accounts to manage their finances. Community awareness on the issues of early marriages and
importance of education and training for girls was also huge part of the project. Major stakeholders
like TEVTA (Technical Education and Vocational Training Authority), Chamber of Commerce,
Louis Berger and Akhuwat Foundation has also been taken on board for the support and
sustainability of the initiative at local level. Job fair and market exposure was ensured to get girls
familiar with the market demands and business development skills.
The project was supported by Commonwealth of Learning (COL) as part of their Girls Inspire
initiative in developing countries.

 Learning is Fun: Promoting Child Friendly Education:

SPARC with the financial support of BMZ - Bundesministerium Für Wirtschaftliche
Zusammenarbeit (German Federal Ministry for Economic Development Cooperation) and
Kindernothilfe, successfully completed its four-year project- Learning is Fun: Promoting Child
Friendly Education in Khyber Pakhtunkhwa in March 2018.The project covered 60 schools in district
Haripur and Abbottabad with technical support of district education departments. A baseline was
conducted to ascertain requirements whereby SPARC improved school environment through
provision of furniture, wash facilities, pictorial depiction of various subjects, sapling plantation,
outdoor play facilities, and provision of first aid boxes to deal with minor injuries. In the result of
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collaboration among SPARC and Education Department, about 5798 students were enrolled in
project selected schools, 346 girls and 221 boys in Abbottabad were facilitated for birth registration
certificates whereas 229 boys and 256 girls in Haripur were reached through project teams and
NADRA. Also 320 students from private schools moved back to government schools due to
attractive and appealing school environment. Redressal complaint mechanism too was introduced to
make the school environment free from corporal punishment.

Trainings:

SPARC’s training department has been conducting training programmes with an aim to spread
awareness among stake holders and target groups regarding protection of child rights and to improve
their knowledge, skills and abilities for better implementation of the child rights policies.

 Learning is Fun; promoting child friendly schools in selected schools of Khyber

Pakhtunkhwa

 Designed and developed learning material for teachers, school children and community
members:
 Designed and conducted project orientation training with the project team
 Conducted orientation sessions with Education Department including head teachers on the
effective implementation of the project
 Designed and conducted 4 trainings of selective redressal committee members on harms of
corporal punishment at Ghazi and Haripur
 Developed a booklet based on the findings of survey conducted in selective schools (“A
model government primary school through the eyes of children”)
 Designed and implemented school appraisal to assess the current scenario of selective schools
 Designed and conducted 2 four days Training of Teachers on Active Teaching Learning
Techniques

 Child Rights Movement

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 Designed and conducted 6 consecutive training with members of Child Rights Clubs
“Empowering CR clubs to perform effectively”
 Conducted a three days training of Punjab based civil society organizations on child rights
and effective advocacy work conducted in Faisalabad
 Designed and conducted two trainings spanning over three days for CRM members on
Empowering Civil Society Organizations to Effectively Promote and Protect Child Rights
 Developed CRM members Training manual; (A formal guide book mentioning their roles and
responsibilities, success indicators, tools and techniques of effective advocacy and
networking)

 CFLI

 Designed and conducted two days trainings spanning over 12 days with Community Action
Groups and elected representatives/leaders on Strengthening Diversity and Democracy
through Minority Engagement in Electoral and Political Processes at KP and Sindh.
 Conducted a Training of Parliamentarians & Local Government Representatives, Women
&Youth Councilors at TanduAllahYar, Sindh.
 Conducted Multi-stakeholder seminars at the provincial levels on minority related issues and
electoral reform
 Developed training manual titled “Organized Minority is Political Majority”

 National Commission on Human Rights:

Developed training sessions for the training of Islamabad Capital Territory police on Human Rights
Standards and Practices for Police.

Thematic Areas:
 Child labor
 Health

GOAL 1: ERADICATE EXTREME POVERTY AND HUNGER

 Food security: Food insecurity derives from the lack of access to basic forms of nutrition needed
to sustain ones physical and mental well-being. The situation arises especially in developing

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countries where allocation of resources is skewed to favor pluralistic policies rather grass root
development initiatives. According to a World Bank report of 2013, 60 percent of the population
in Pakistan lives under the poverty line due to a myriad of socio-economic factors such as
unemployment, inflation, political instability and lack of security to name a few.

 Underweight Children: Given that almost one third of the world’s underweight children live in
Southern Asia, it is pertinent to mention that Pakistan has made no serious headway in decreasing
the instances of underweight children in 2014. The last national nutrition survey was undertaken
in 2011 which showed that 31.5% children are severely underweight. According to the State of
Worlds Children Report 2014 by UNICEF, one third of all children under the age of five in
Pakistan are underweight. These glaring statistics serve as an eye opener for the government
about the dismal state of nutrition across Pakistan.

 Stunted Children: Over the past decade there has been an overall increase in the prevalence of
stunted children in the urban and rural areas of Pakistan. A provincial breakdown reveals that as
of 2014, stunting rates in Punjab are 39.8 per cent with 32.4 per cent in urban and 42.9 in rural
areas of the province while Sindh has the highest stunting rate ; 56.7 per cent with an alarming
63.3 per cent in rural and 46.1 per cent in urban areas.

 Solutions: The ever-growing population has slowly started to outweigh the agricultural output of
the country and to date no detailed policy or developmental project has been enacted by the
government to address the situation. This must be addressed to solve the growing health concerns
of the nation. Specifically, food insecurity is one of the leading factors that have contributed to an
increase in malnutrition and stunting phenomenon among the children of Pakistan

GOAL 2: REDUCE CHILD MORTALITY

GOAL 3: IMPROVE MATERNAL HEALTH
GOAL 4: COMBAT HIV/AIDS, MALARIA AND OTHER DISEASES

 Education
 Juvenile Justice

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Juvenile justice is the area of criminal law applicable to persons who at the time of commission of an
offense have not attained the age of 18 years. The main goal of a juvenile justice system is
rehabilitation rather than punishment for juvenile criminal behavior: to avoid the stigmatization
resulting from a criminal conviction and the phenomenon of reoffending.
It is not possible to know the exact number of prisoners, including children, in jails at any given time
simply because the number changes daily as some prisoners are released and new ones are brought
in. However, as of December 2019, there were 1,424 juveniles in Pakistan’s jails. Only 214 of these
are convicted and the remaining 1210 children were still under trial.
While in prison, the juvenile inmates in prisons face problems such as overcrowding, malnutrition,
physical, abuse in some cases, and a lack of proper medical care and recreation. The prudence behind
a juvenile justice system is reformation exclusively. Any child when he or she comes into conflict
with the law should be treated as such

 Violence Against Children

 Youth Engagement

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Partners:

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Strategic Plan:
The 2018-2022 Strategic Plan is based on extensive consultation between SPARC’s
Board of Directors; field, regional and head office staff. The Plan guides the priorities
and work of SPARC for a five-year period and builds on the achievements of the
organization to date, which include the generation of critical information in the annual
SOPC report, promoting awareness through research and communications materials. In
addition to developing strong CP and CR training materials and policy standards there are
also protection programs for marginalized abused children in distress. The emerging
needs and trends in development sector and challenges to child/human rights have been
broadly taken into view and encapsulated in the Strategic Plan Framework. SPARC’s
Strategic Plan 2018-2022 will be finalized so as to be operational by the first quarter of
2018. The multiyear Strategic Plan will serve to establish annual priority programs
and budget priority. It will serve as the template for BoD, management and partners.
SPARC will use this Plan as a compass, not an inflexible blue print for action. It is based
on the SPARC commissioned Financial Sustainability Evaluation and Strategic Plan
Review Report which was sponsored by KNH. Concurrent to the above rigorous
Strategic Plan formulation process, the Financial Sustainability and HR sections have
been examined and addressed by management and the BoD. The Financial Sustainability
piece as recommended seeks to build the Endowment Fund, engage in sound Assets
Management, and diversify funding sources, activate partnerships with government,
private section fund raiser and build coalitions.

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Strategic Plan Framework:

PROBLEM IDENTIFICATION:

The root causes of child labor in Pakistan are as follows:

 Poverty:
The most prominent reason that child labor is still a problem worldwide is because of the persistent
poverty. Around 33.8 % of the population of Pakistan is living in poverty while one-third of the
individual is living in acute-poverty. According to a survey conducted by the Federal Bureau of
Statistics and the National Child Labor, around 19 million children (under age 14) are working as
child laborers in Pakistan. Due to increased number of children per family the opportunity cost of
sending a child to school is quite low instead they send their children to earn so they can support
their families financially and not being a burden. There is high demand for child maids in Pakistan
where the families send their kids to live with the families living in posh localities of Pakistan to
work for them and live with them where many children faced issues like overwork, under-nourished
food or servant quarters with poor living conditions such as termite-infested bed or no fan.

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 Cheap & efficient source of labor:

Due to absence of employment contract and unavailability of NIC the children are paid less than the
minimum wage they should get of working a 12 shift (8.00 am to 8:00 pm) .There is a high demand
of hiring children in the carpet industry creating more products with low cost invest and high-quality.
To the employers because they are the most ‘ideal’ employees and ‘economical’ as children at this
age are at the peak of their dexterity and endurance, and wonderfully obedient working around the
clock so instead of paying one adult weaver they can hire three or sometimes four children who can
produce first-class rugs in no time. So the families in dire need of money send their kids to whatever
money they get for countless number of hours worked.

 Illiteracy:
With less awareness among the families that how much education is important for their child and
how it can help them in improving their living in the long run they sent their kids at work to ease
their financial burden. As most of the children are forced to work at an early age instead of getting
education then they are bounded with this for their rest of their lives. Also there is a majority of drop-
outs from schools after attaining the primary level of education because of the financial burden due
to increased no. of persons per family (due to lack of family planning) which they are not able to
support so instead of spending the cost in their studies they are sent to work to get basic necessities
for the family. Unavailability of quality and free education in the government schools are also the
reason behind the increasing illiteracy rate and child labor rate in our country.

 Lack of Vigilance And Monitoring:

This is most important factor behind the increasing rate of child labor rate .As there are no. of laws
which contains the provision prohibiting the child labor. The most important laws are:

 The Factories Act 1934

 The West Pakistan Shops and Establishments Ordinance 1969
 The Employment of Children Act 1991
 The Bonded Labor System Abolition Act 1992
 The Punjab Compulsory Education Act 1994

Pakistan has passed many laws in attempt to prohibit child labor and indentured servitude but due to
lack of strict monitoring and vigilance the laws are failed to be implemented. Millions of children

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aged 4-14 keep the factories operating, working in brutal and hazardous conditions. In December
2014, US Department of Labor’s List of Goods Produced by Child Labor or Forced Labor reported
the nine goods which are mostly produced by child laborers in Pakistan which includes the making
of bricks, carpets, glass, bangles, leather, football stitching ,coal mining and surgical instruments.

 Debt Bondage:
Debt bondage is forced labor also a prominent factor in increasing child labor rate as many families
carry heavy debt because of drug addiction or any other types of loan due to this reason they sent
their children and work is exchanged to pay off the loans that the family is unable to pay off.

 Lack of Empathy:
Due to lack of empathy among the existing generation the child labor is too normalized that now in
every sector from factories to small shops to the houses it can be seen that it is everywhere and
people has stopped taking it seriously or considering it that they are going against the laws by
employing them.

CAMPAIGN OBJECTIVE:
The main objective of this campaign will be to create awareness among the millennials that how
child labor is destroying the childhood of these kids. These children are the one who should invest
their time in education instead of carrying the load of supporting their families financially. We will
change the mindset of the millennials, Z generation and the upcoming generation by creating a sense
of empathy among our target audience.

BEHAVIORAL OBJECTIVE:
The behavioral objective of this campaign will be to reject the idea of undesired behavior that is
child labor. We will educate our target audience with the help of our campaign to completely
abandon the idea of hiring children. A lot of people know that the problem of child labor exist even
though they are not practicing it but they are not stopping or taking any action against those who are
involved in it.

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TARGETED GOALS:
Our targeted goals will be divided into two types:

Short Term Goals:

Since we are operating in Karachi therefore we will visit the educational institutes in the city to
create awareness among the current generation as well as we will use the social mediums to reach
out our targeted audience. The idea is to simply make people understand the consequences of child
labor and how they can play a part in eliminating it. We will make the millennials a change agent to
influence the behavior in their surroundings. To make them feel responsible that they should take a
suitable action against this behavior. We will do the aggressive marketing for at least a year in
Karachi then later on we will contact the Ngo’s working in Lahore, Islamabad and Rawalpindi for
child rights and ask them to carry forward our campaign in their respective cities. To achieve our
short term goals of this campaign we will follow this plan for 2 years and then we will shift to our
long term goals of this campaign.

Long Term Goals:

We will expand our operations to different cities of Karachi once we see receive positive feedback of
our campaign from Karachi, Lahore, Islamabad and Rawalpindi.
Just like what we instructed the 3 major cities of Pakistan to carry on our mission started from
Karachi just like that we will ask NGO’s from all over Pakistan to run our campaign and collaborate
with the educational institutes in their cities and create as much awareness as possible.
Also we will carry forward the awareness with the help of the current target audience who’ll later on
teach their generation to abandon the idea of child labor. Once we have created an impact on our
target audience then we will use the repetition strategy every once in a while until it becomes a norm
to not hire children.

PROFILING

TARGET AUDIENCE:
Child labor has been a phenomenon in today’s underdeveloped countries, and many world
organizations have been working on it since ages, yet none of them are successful to fully eradicate

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this problem. The reason behind this system is poverty, unemployment, and socio economic culture,
government policies and laws also play major role in spreading this problem.
Unfortunately, the exact number of children who come under child labor is still undetected.
Sometimes children are forced to work under very tough and unregulated condition of work, with no
proper or quality food. According to Federal Bureau of Statistics and National Child Labor, nearly
19 Million children under age of 14 are child labor in Pakistan.
The responsibility not only lies on the shoulders of parents but those employers as well who hire
child labor for their own benefits, against the law.
Our TARGET AUDIENCE is current YOUNG EMPLOYERS and FUTURE EMPOLYERS (the
new generation). We have to change their mindset by educate them the long terms harms of child
labor and how they can play their roles in nation building process.

 Psychographic
 Personality:
Current personality of today’s generation is very liberal, new generation are very open
minded and educated, if they are lead to a right path they will never go against the law.

 Values:
Every individual comes or adhere different values, all we have to mold their mind set
being in their value and norms, no need to hurt anyone’s sentiments and values, but what
matter is changing of mind towards, “say no to child labor”

 Opinions:
According to a survey, teenagers from different institutes are against “child labor” and
their opinions are entirely different then their adults of old generations.

 Attitudes:
New generation’s attitude towards “Child Labor” is phenomenal, they see it as a
fundamental issue of our society.

 Interests:

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They want to learn new skills and interested to gain knowledge. So it is easier to educate
them about dire consequence of “Child Labor” on our society.

 Lifestyles:
Today’s generation is lucky enough to have internet and all electronic devices with boom
of social media. So educating them about child labor becomes easier than old generation.

 Behavioral insights:

Unfortunately, the current behavior of our employer is more mundane and less focus of society and
its wellbeing. They hire child labor because they believe that by doing so they can minimize their
product’s cost, they can manage them easily, and they are not bound to keep them for long and can
hire and fire as per their own accord.

Moreover, some employers genuinely consider that they are doing a favor to the children whom they
employ by offering them work and income. They think that by simply banning on child labor might
exacerbate the already worsen situation of a financially grieved families and will be unlawful and
unjustified. Hence we have chosen this segment of society (Employers) to incorporate facts and
figures into our report.

 Geographic

1. SINDH: Urban, and rural areas. (KARACHI SITE association, Small Business Organization
of Sindh, small Tajir Organizations, Cottage Industries.)
HYDERBAD (small cottage Industries, bangle factories, wooden items manufactures,
ceramic items manufactures, glass factories etc...)

2. PUNJAB: Urban and Rural areas of Punjab (Chiniot, Lahore, Multan, Faisalabad,
Gujranwala, Sialkot, small cottage industries, motor shops, Brik manufacturing factories)

3. KPK
Urban and Rural areas of KPK (Peshawar, Mardan, Mansehra, Abbottabad, Bannu, small
arms industries, handicrafts industries.)

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 Gender
MALE
FEMALE

 Demographic

i. Education: from middle to High School, University garduates

ii. Nationality: Pakistani
iii. Religion: All ( Muslims, Hindus, Sikhs, Christians etc.)
iv. Ethnicity: All ethnic groups in Pakistan, be it Sindhi, Punjabi, Pathans, Gujrati, Memons. etc.

RATIONALE:
 Reason for selecting this target group

New generation and current youth is more intelligent than their predecessors, due to
technological advancement and internet they get information through social media and other
platforms also they are taught on their educational institutes about phenomenon of “Child Labor”
are future of Pakistan, so changing of their mind will make a lot of difference towards “Child
Labor” and its consequence on our society as a whole.
Unfortunately, the current behavior of our old employer is more mundane and less focus of
society and its wellbeing. They hire child labor because they believe that by doing so they can
minimize their product’s cost, they can manage them easily, and they are not bound to keep them
for long and can hire and fire as per their own accord.
Moreover, some employers genuinely consider that they are doing a favor to the children whom
they employ by offering them work and income. They think that by simply banning on child
labor might exacerbate the already worsen situation of a financially grieved families and will be
unlawful and unjustified. Hence we have chosen this segment of society (Employers) to
incorporate facts and figures into our report.
Since Child or forced labor has become a critical issue and corrective actions have not been taken
within time, it might emerge as a big disaster in Pakistan after one or two decades. We have
selected Employers and owners of workshops and industries, because they can play a major part
in resolving this issue as they are major stake holders in this phenomenon.

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Let’s look at why child labor is used in specific industries like Carpet Industry, Embroidery
Industry, Art crafts Industry, and many more. It was believed that children can do very delicate
work with ease since naturally child’s hands are more soft and can perform more delicate work
easily which is called “NIMBLE FINGERS” or “IRREPLACEABLE SKILLS” along with
“LOWER COST”, therefore, in some industries child labor is indispensable. !!

CHALLENGES FACED BY SOCIETY IN GENERAL:

There are lot of societal issues which need to be addressed by media and government level, among
them Child Labor is one of them; we would like to share some in our report.
 Direct impact on country’s future
Child labor directly affects country’s future, by destroying the potential capabilities of the
youth; it snatches their childhood and their dreams of becoming a professional athlete, doctor,
engineer, sports man.

 Direct impact on community

There is a direct impact on community by increase inequality between the recipients and non-
recipients families, it also creates hindrances in the way of developing communities, it also
degrades social and culture customs and practices.

 Immortality amongst children

Since children start earning money at a very small age, thus they are unaware how to use this
money so it creates imbalance among the society and creates immoral practices among youth
and instead of healthy society it turns out to be an immoral and unethical society.

 Reduces human capital and income in later life

It has been observed that when a child starts working in early age he/she has to sacrifice
his/her education and does not able to learn the fundamentals of good living. This gives a
worse impact on child’s future and reduces future earning capacity and he/she are compel to
work on a lower scale and low paying jobs and cannot be grow. This is also a major cause
why Pakistan is still an under developing country.

 Combing work and schooling

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Second challenge is that when a child works and studies at the same time he/she is less likely
to pay attention to both simultaneously. In this way, they have to suffer immense pressure
and sometimes unable to fulfill both jobs done. Also they cannot work with proper attention
because they are also thinking about their study at that time. Following the scenario, it gives
children mentally and psychological impact in such an impressionable life.

 Tasks and condition

The International Labor Organization has established that fact that approximately 22,000
children are killed every year at work. The level and lack of mortality of children on and lack
of experience make them vulnerable to life threats, since smaller in size and lack of adequate
supply of food and malnutrition can exacerbate the situation.

 Dehydration
Children are relatively vulnerable to dehydrate and lose water as compare to adults, therefore,
their kidneys start malfunctioning.

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 Lack of sleep
It is medically proven that children from 10-18 require 9 to 10 hours of proper sleep, but due
to early age working, they cannot take proper sleep and become medically unfit.

 Physical strain
Due to heavy loads and physical and metal pressure effects lifelong injuries in children, for
example, spine pain, deformation of bones and joint pains, underdeveloped muscles growth
and small height are few mentioned

BARRIERS:
The barriers that we will address in our campaign are;

 EMPLOYER’S MENTALITY:
Due to lack of government policies our employers keep on hiring cheap labor (child labor) in order
to reduce their manufacturing cost, which is debunked above that there is no direct relation between
cost and child labor since adults can also perform same tasks with excellence, yet most of the
employer’s mentality still linger around “Nimble Fingers” concept, which has to be addressed and
we find it a great barrier.

 LACK OF INSTITUTIONAL SUPPORT:

There are not enough NGOs or Government institutions tin Pakistan to support such families in
terms of education and monetary support by giving employment to the head of family to discourage
of sending children to workshops. This is also a barrier which has to be addressed.

 LACK OF EDUCATION:
Unfortunately, most of the small cottage industry where 60% work force fall under age bracket 10 to
18, the owners of these businesses are mostly likely under graduates or even no proper schooling
since they heir this business from forefathers, so changing of their mentality and educate them about
child labor and its far serious consequences on society is a big challenge and a barrier which we have
to address.

 ROLE OF MEDIA:
Irony is that our media has not played a significant role in this phenomenon; we see no public service
messages against Child Labor and imparting education and information to parents and employers not
to use children for making money.

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 ROLE OF SOCIETY AS A WHOLE:

We all are responsible in general and as an individual in particular, since we have been accepting and
kept our eyes shut towards this issue since ages. Changing of mentality of common man is also a big
challenge and barrier in our way to completely eliminate Child labor from Pakistan. We have to raise
our voices on social media, through blogs and in our social circle, we can support such families
individually or ask others to come forward to help such children to get education rather than work in
such an impressionable age.

BENEFITS:
Benefits that will be communicated to the target audience by our campaign are;
 Through our campaign we will change the mentality of future employers that child labor is a
kind of oppression and it is wrong. Our campaign will make them think clearly about what is
right and what is wrong. And when they grow up they would completely reject the idea of it
 Focus will be on giving awareness to parents to educate their children and not sending them
to work at young age
 Ns will be motivated to work in favor of this campaign
 We will make sure that our campaign is wide spread on social media so that this public
service message is delivered effectively
 In whole the whole society will make benefit of this campaign

DESIRED BEHAVIOUR:

The only desired behavior that we want is those young kids, millennials and maybe those who are
still employing kids reject the idea of child labor and completely consider it as a sinful deed.

COMPETING BEHAVIOUR:

 Easy to manage: It has been observed that children are much easier to manage than adults,
since they are not skilled so obviously they are not fully aware of their rights, they make no
trouble, they make no complains, more flexible and finally more expandable.

 Feeling of being unconstrained: It is obvious that employer hire them without any written
documentation so they become vulnerable to employers to hire and fire them at ease, and

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their parents cannot complain because of fear of being deprived of the income they are
getting from it.

 Doing it as favor: Most of the employers think that they are giving favor to the child and his
family by giving employment to him since ultimately this gives a handful amount of money
to his family to protect them

 Neglection: Millennials now a days are so full of themselves that they completely neglect the
issues happening in the world or happening around them

KEY MOTIVATORS

 External triggers: these triggers will be the touch points of our campaign, mainly focused
on social media such as Facebook, Instagram, Twitter and Youtube on which we will use a
catchy tag line. Also we will be going to schools to make sure that kids are getting aware in
bulk.

 Internal triggers: the internal trigger for our target audience will be their own selves. They
are kids they will have empathy with someone of their age. They will feel the pain of what
the kids go through in child labor. For employers their ignorance will be the negative
emotional trigger.

BEHAVIORAL THEORY; SOCIAL COGNITIVE THEORY:

Our main target is Youth and the future generations. They will be our key motivators and change
agents. Here the people we are targeting are the future of Pakistan and they will be the one who will
motivate others to bring a change in their attitude. So in this case, with use social media as well as
the visits in educational institutes like schools, colleges & universities can easily help us capture our
target audience. Once we have communicated our message, they will be the ones implementing it.
We will show Digital posters and videos related to child labor which will create a sense of empathy
among them. We will make them feel responsible for the cause behind it and how they are going to
be the ones who will change themselves in order to overcome this problem. We will make them
confident enough that this thing is achievable and once the people we have targeted will start

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realizing that they can be change and so can they change others, it will create an impact on the mass
level. We will use an emotional approach to make them empathize with the child being used for
labor by doing some activities which will make them understand the sufferings of those children.

POSITIONING STATEMENT:

“Kiya aap ne socha hai k inka bachpan kesa hai, jahan na peenay ka pani ho na khanay ko
khana na sonay ki jagah, jo tapti dhoop mein apne haathon par zulm ki nishaniyaan le kr nangay
paun chaltay hai. Aaye aik aik kar k hum sab qadam barhaye aur aik aesa Pakistan banaye jahan
child labor ko khatam kiya ja sakay. Hum aur aap hai Pakistan ki youth aur hamaray dam se
agay barh rahi hai dunya. Ye abh hamari zimedari hai k hum ehsaas karein aur in bachon ko aik
behtar mustaqbil farahim karay.”

TAGLINE:

“Aqal se kaam lo, masoom bachon k hathon se nahi”

CREATIVE+MESSAGE STRATEGY

 What we want them to know:

The main purpose that our creative strategy will fulfil is the need of awareness that these
young kids and adults lack. We want them to know that there are so many kids like them and
their children that are indulged completely in child labour suffering from various health
diseases, lack of education and poverty. Day by day child labour is being increased in
Pakistan and nobody is willing to stop.

 What we want them to believe:

We want them to know through our powerful creative ideas that Child labour is a crime and a
bigger sin. It’s the violation of basic human rights and it should not be practiced anywhere for
whatever the reason may be. We also want them to believe as they are the future of Pakistan;
it’s up to them to stop this cruelty.

 What we want them to do:

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Through our creative strategy and messages we want our target audience to completely reject
the idea of child labour when they reach to that stage where they actually have the power to
employ and make a decision whether to employ a child or not.

 How we will do this

We have made impactful creative posters that our target audiences will be exposed to. Each
of them will have a different meaning and purpose. We hired a graphic designer to work with
us and make posters for us from scratch.

IMC plan for growth and Expansion

Mediums of communications:

 Social media
 Out Of Home – NGOs & educational institutes

Through social media we will target millennials and generation z through different engaging
activities in educational institutes. Under OOH we plan to convey our message through NGOs and
educational institutes who are specifically working for child labour. NGOs and educational institutes
will also help us reach our message to other cities where we are not physically available.

Vehicles of communication:

 Conduct seminars in educational institutes to create awareness about child labour and its
effects
 Activities- for example we intend to arrange a setup where random person will be ask to do a
work. The activity will require person to lift some heavy material as labourers usually do.
Due to the weight of the material, the engaged person will feel physical fatigue and this will
make him realise what those child labourer go through.
 We plan to be available on all social media sites, for this we will make Facebook and
Instagram account. We will also be available on YouTube where we will post short videos of
our campaign.
 Our hashtags are #SayNoToChildLabour, #YouthIsTheFuture and #TimeToWakeup.
These hashtags will be postage on our social media sites.

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 Influencers/Youtubers – they will convey our message to the target market in a better way.
Social media influencers and Youtubers have a good following and they can convey our
message to the audience conveniently.
 Our tagline is “AQAL SAY KAAM LO MASOOM BACHON K HATHON SAY NHE.”

RATIONALE:

The target market of campaign are millennials and generation z. the idea behind it is the fact that it’s
not easy to bring a behaviour change in the grownups. Those who have been employing child labour
see no problem in it. Our campaign plan is to create awareness in young generations so when they
are in a position to employ people they know what a child rights are and what can be the
consequences if children are employed.

Youtubers and influencers are followed by young generation, who we are targeting. So when these
influencers are part of some campaign it will convince the audience more compared to any other
source.

For our campaign we can collaborate with famous personalities to promote our message.
Furthermore, we can partner with renowned schools as well where we can directly intract and engage
with the students.

ALLIANCES:

Following are some famous personalities who actively work for the social cause. So we will most
probably approach these celebrities:
 Junaid Akram
 Shehzad Roy
 Shahid Afridi
 Nadir Khan
 Waseem Badami
 Iqrar Ul Hassan
 Jibran Nasir
 Faisal Edhi
 We will also collaborate with the drama and film actors as well as sports personalities

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To reach out to the mass audience directly, we can partner with schools/high schools where we will
be able to engage with our target audience.

Following are some of the names of schools/high schools we can partner with.
 The City School PAF Chapter
 Karachi Grammar School
 Karachi American School
 Generation’s School
 Beaconhouse
 Alpha College
 Cedar College
 Nixor College
 Bahria College
 Tabanis

MONITORING AND EVALUATION

Key parameters:

 Behavioral insights and mindset:

Through our research and campaigns we will measure what are their current behavioral
insights and after our campaign what is the difference between both points.

 Reduction of number of child labor:

Through our research and campaigns we will measure what is previous number of
children as child labor and what are present number of child labor because of our
campaign and efforts by changing behavior insights.

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MONITORING-WHAT:

1) Demographic:

i) Education (from middle to High School, University graduates)

ii) Nationality (Pakistani)
iii) Religion (Any, Muslims, Hindus, Sikhs, Christians etc.)
iv) Ethnicity (All ethnic groups in Pakistan, be it Sindhi, Punjabi, Pathans, Gujrati, Memons.
etc.)

In our campaign we will monitor behavioral changes of the demographic through surveys and
questionnaires, time to time meetings and events will keep our target audience vigilant and active.
NGOs will play a dramatic role in this regards, since they have access and authentic data which will
be an immense help in achieving our desired results.

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Also we have to monitor number of child labor in Pakistan current and how to reduce them by our
campaign. According to Bureau of International Labor Affairs, following is the data that we have to
monitor.

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Above data reveals about complete demographics of child Labor engaged in Pakistan and with data
available we can monitor and them easily.

2) Target audience preferences:

In today’s technological advancement era, students are most likely inclined towards social media and
use of internet rather than reading books or listening soporific lectures and therefore, we have to

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keep this preference in mind and will design our campaigns according to them. Events, literatures
and emotional attachments.

3) Trends and social conditions:

To understand Trends and social conditions of our target audience is of primary goal, the success of
campaign wholly depends on understanding the trends. To give education about child labor to bring
about behavioral changes, we have to understand the following and design our literature and
education method accordingly.

 Contemporary

As we understand preferences of our young students so contemporary methods will be suitable to

impart knowledge about child labor and its harmful effects on our society would be feasible and
successful.

 Trends

Dealing with positive things all the new trends of education which developed countries have
followed the same we can do here, to change mindset of our young adults to eradicate Child Labor
from Pakistan.

 Issues

Issues deal with the negative things we will address the issues and harmful effects of Child labor
from which our society is dealing with will be addressed.

4) Social MEMORY:

What we see we remember for longer amount of time, we have to monitor social memory of our
young students and university students what they remember by our campaign and how they are ready
to repel an issue like child labor which is deep rooting in Pakistani society by each passing day.

Different social platforms can help us in boosting social memory of our TG, along with continuously
bombardment of knowledge via different medium like OOH, Facebook page, Twitter creating
hashtag #saynotochildlabor.. Events, seminars, lectures in universities, and with the help of NGOs
we can make it compulsory for universities to conduct Capstone Projects on this issue for students to
come up with their innovative ideas.
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5) Communication channels:

1) OOH (Out of Home) Billboards and advertisement.

2) Social Media Campaigns (Facebook Pages, Twitter accounts creating hashtags)
3) Seminars in various schools, including Universities and Colleges
4) Collaboration with NGOs, to help disseminating knowledge to students as “Capstone -Projects”

MONITORING-HOW:

1) Reporting behavioral change:

After successful evaluation and monitoring we will check what kind of behavioral changed occurred
in our target audience after 5 to 6 years of training and information through our campaigns. Through
surveys and visits and one to one meetings in seminars at colleges, universities we can establish
reports on behavioral changes of our young entrepreneurs and young students. This is a pre-
contemplation stage.

2) Reporting change in behavioral intention:

Second stage will lead our young children and students from various schools and colleges towards
contemplation from pre-contemplation stage, now they will not only help others but by themselves
will prove an integral part in eradicating Child labor from our country.

At this stage our TG have already started taking actions by resulting in subsequent reduction in Child
Labor graph, for example according to survey 2018, if we see current child labor percentage is
31.5% in Sindh, it should decrease to 23.5% at least after 5 to 6 years. (Hypothetical)

Current Scenario (Data 2018)

Children Age Percentage (%)
ALL
PAKISTA
    N PUNJAB SINDH
Working (% and population) 5 to 14 Unavailable 12.4 31.5
Attending School (%) 5 to 14 Unavailable 77.1 60.6

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Combining work and school (%) 7 to 14 Unavailable 8.2 11.6

Unavailabl
Primary completion rate (%) 73.7 Unavailable
e  
Table 1. Statistics on Children’s Work and
Education

Expected Outcome (After 5 or 6 year)

Children Age Percentage (%)
ALL
PAKISTA
    N PUNJAB SINDH
Working (% and population) 5 to 14 Unavailable 4.4 23.5
Attending School (%) 5 to 14 Unavailable 69.1 52.6
Combining work and school (%) 7 to 14 Unavailable 0.2 3.6
Unavailabl
Primary completion rate (%) 73.7 Unavailable
e  

3) Reporting knowledge change:

Through our campaign we will monitor what kind of information and data our students and young
entrepreneurs have and what kind of information we would like to impart them which ultimately
result into eradicating Child Labor from Pakistan.

Irony is that in our schools and colleges, and universities there is no certain methodology or system
through which children may taught about Child Labor and its harmful effects on our society,
therefore, very few children know what results Child Labor and how can it be eliminated from our
society.

For example: very few may know that how many child domestic workers are working under
conditions of forced labor, including debt bondage, sexual assault, and extreme physical abuse. How
many children work with their families as bonded laborers in the production of bricks.

4) Change in belief indicators:

In our Child Labor mindset campaigns that seek to influence young students and young
entrepreneur’s attitudes and behavior, cognitive variables such as attitude and knowledge change
among young children and university students and in wider society are often used as indicators.

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Below are few examples: we will monitor all the indicators very keenly and deeply.

INDICATOR:

1) KNOWLEDGE/AWARENESS

Our campaign have knowledge and awareness component and we will measure it through Surveys
or opinion conducted with the target audience we will measure knowledge and awareness
later of the campaign. We may ask questions: What do you know about Child labor? Are
there any laws that prohibit Child Labor? In your opinions how can we eradicate?

2) SALIENCY

By this we will measures how important an issue is. It is observed that there may be high
awareness of an issue, but it is not seen as important (e.g. Child labor).  We may ask question:
How many times does the local media mention the campaign issue? How many times do you
remember any media has raised this issue?

3) SOCIAL NORMS

Through our campaign we will monitor as perceived standards of acceptable attitudes and
behaviors among students, young entrepreneurs and young owners or small businesses.
Commonly, measurements of attitudes are used to assess social norms.

4) SELF-EFFICACY

It is a key element in social cognitive behavior-change and we will monitor by asking

questions: What can you do to protect our youth becoming child labor? What can you do to
end this phenomenon, what will be your input?

5) BEHAVIOR CHANGE

Our campaign will only prove successful if our campaign explicitly fits and ask people to
perform a specific behavior and see if the behavior is rejected by the youth or not (

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EVALUATION-WHAT:

1) Marketing parameters

Through our campaign we will impart and disseminate information as much as possible to our target
audience via using various communication channels, like ooh, schools, and ngos. And we will check
the effectiveness of these parameters.

a. Seminars in various schools, including universities and colleges

b. Collaboration with ngos, to help disseminating knowledge to students as “capstone projects”

c. Ooh (out of home) billboards and advertisement.
d. Social media campaigns (facebook pages, twitter accounts creating hashtags)

2) Behavior:

Changes in behaviour can only be judged by its outcomes, so first and foremost objective is
behavioural changes and mindset of young entrepreneurs and business students who are willing to
start their own business in future. As describing above all the channels and marketing strategies, this
objective can be achieved, and constant monitoring and evaluation will be made a comprehensive on
all stages.

3) Policy and environmental changes:

Since our major stakeholders are schools, colleges, universities and ngos therefore, a bilateral policy
with the help of adequate literature can bring subsequent environmental changes. Since it is a long
and time consuming procedure so it might take a 3 to 4 years then we will be able to see potential
changes in mindset, but continues efforts needs to be made in this course. Of course adequate budget
will boost the campaign by raising funds through donations, and charity campaigns. Campaigns on
school college and university level campaign can create such environment where people will give not
only awareness but also funds for such children and their families to support. Hence a change of
environment will be provided to the children who will be evaluated.

4) Efficiency:

Effectiveness of the campaign will be judged by comparing previous and current environmental and
behavioural changes, through questionnaires, seminars, and meeting.
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EVALUATION-HOW:

1) Transactional model:

Our campaign will be majorly focused on changing mindset and behaviors of our young people who
are or will be a major part in our economy, so giving them a message and getting feedback
accordingly depends how effectively we used communication model and how successfully it was
received and perceived by our target audience.

2) Logic model:

We will give a clear road map from input to outcome effect, since ngo’s, schools, universities,
colleges are our major stakeholders so we will create a relationship that will have trickle-down
effect.

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INPUT ACTIVITIES OUTPUT

     
1) No. of Parents and
Students engaged
  FORMULATIONS
2) No. of Child labor
Current data of child labor in Pakistan
reduced
Govt. Policies  
3) No. of Following on
Creating literature and
Social Media
  Content
4) Change in Environment
LOCAL ACTIVITIES  
COMMUNICATION
Meetings CHANNELS
Seminars  
Distribution of Literature against Child
1) OoH
Labor
2) Social Media
Platform
Lectures
3) Twitter
Campaign
 
4) Hashtags
STAKEHOLDERS
NGO'S
Gvot. Departments of Human rights
Schools
Colleges
Universities
Business Institutes
Students
Parents
Teachers

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IMPLEMENTATION PLAN:

KEY ACTIVITIES TO PERFORM:

Marketing and Communication:

Educational Institutes:
We have divided the marketing strategies into three parts; all the sessions will take the time of 1.5
hour each.

 Primary Educational Institutes:

 Then we will arrange an outdoor setup where we will conduct some fun activities like
jumping castle and give the kids some toys to play.
 After half an hour we will ask the kids to leave all the toys and get away from the jumping
castle and move them to the activity room.
 We will do some practical activities where we will keep a sack of sand and ask two children
to walk ten steps carrying the sack.
 In another activity we will provide gloves to kids and ask them to make a brick from the mud
provided to them.
 In the third activity we will ask the kids to clean the mess on the table and set it according to
the picture of the setup provided.
 Later on we will distribute our poster that we have designed for the primary students.

Results:
Through this we will create a sense of empathy in the minds of kids. We will explain them how
the kids being targeted for child labor suffer. Our purpose is to make them realize how they can a
huge role in changing the norm and stop this torture. Since these kids will be shaping future it is
important that they understand the sufferings and pain of the child labor.

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 Secondary Educational Institutes/Colleges:

 The same outdoor activity where we will ask the students to carry the weight much heavier
than the ones of primary students but the big change here is that we will humiliate them while
they are doing that activity.
 We will have a guest speaker session where the guest will talk about the issue and tell the
audience how they can help in preventing it.

Results:
By humiliation they will feel what those kids go through every day. Our main goal is to create
empathy among our target audience and that can only be possible if it is being shown practically.

 Universities:

 We will arrange a theatre play which will depict the everyday struggle of what a child goes
through. Since the audience is mature, they would feel more emotions through this rather than
a practical activity. The show will star some kids and their boss, humiliating them and how
that person is making their lives miserable. The kids doesn’t have much to eat or drink. They
have a quench for education but their families financially rely on them which breaks all of
their dreams and steals their childhood from them.
 We will also have a guest speaker session where we will invite some influential celebrities
who will highlight this issue and how to take measures to eliminate it completely. The
questions of the students will be entertained by our professionals.
 We will also put our poster all over the campuses and we will distribute it among students
which we have especially designed for our mature target audience.

Results:
Since university students are all grown up and mature, they already know the depth of the issue. We
only have to make them realize how they can be the game changers. We will inspire and motivate
them to become change agents and boycott every activity which includes child labor.

 NGO’s:
Our plan is to first implement the planned strategy in Karachi and if we receive positive feedback we
will extend our operations to Lahore, Islamabad and Rawalpindi. Once the campaign is successful

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we will ask Ngo’s all over Pakistan to use our strategies and campaigns to carry on with our mission
to eliminate child labor. We will tell these NGO’s to collaborate with the educational institutes
operational in their area/city as well as use social media means to create awareness among people.
This will help us in reaching as much audience as possible.

Social media:
Our plan is to make a video showing 2 stories side by side, the one will be about a happy family kid
living his best life and the other one will be about a poor kid living a miserable life. We will show
how these two kids are doing the same thing but the environment and the conditions are different for
example the normal kid is sleeping in a room full of AC whereas the poor kid is sleeping on the road.
Another example is how the normal kid is have a good meal in front of him but he throws it away
because this is not what he wants to eat whereas the poor kid is picking up meals from trash can just
to fill his appetite need etc. It will star celebrities like Iqrar ul Hasan who will start the video by
saying “Ye bachpan bhi kitna pyaara hota hai, kitni haseen yaadein lata hai”, then the whole video
will play and at the end all the people we have casted will be shown saying our positioning statement
which is
“Kiya aap ne socha hai k inka bachpan kesa hai, jahan na peenay ka pani ho na khanay ko
khana na sonay ki jagah, jo tapti dhoop mein apne haathon par zulm ki nishaniyaan le kr nangay
paun chaltay hai. Aaye aik aik kar k hum sab qadam barhaye aur aik aesa Pakistan banaye jahan
child labor ko khatam kiya ja sakay. Hum aur aap hai Pakistan ki youth aur hamaray dam se
agay barh rahi hai dunya. Ye abh hamari zimedari hai k hum ehsaas karein aur in bachon ko aik
behtar mustaqbil farahim karay.”
In the end everyone will say together “Aqal se kaam lo, Masoom bachon k hathon se nahi”

All the people been casted or whosoever is the part of that video will be told to share it to all their
social media accounts. We will run ads on Youtube using the same video. We will also use LinkedIn
to reach as maximum audience as possible.

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VISUALS:

This poster is specifically designed to

target kids who are in primary school. Its
main purpose is to show that other kids
deserve to play instead of working at this
age. It is creatively designed colourful for
cognition purposes in kids as they are
attracted to colour full things

This poster is specifically designed to

target people or kids who are sensible
enough to extract the dark meaning out
of this poster. It is creatively designed to
create an impact in the minds of viewers
about what is actually happening in the
society and what should be happening
instead.

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This poster is designed with a purpose to

deliver the main message that we want
to convey alongside our campaign. This
message focuses on the need of
education among children who indulge
themselves in child labour. We aim to
deliver a message that kids should be
found in schools instead of working.

SUMMARY:

With the help of our digital poster as well as our awareness video featuring famous celebrities, we
will create awareness among our youth and future generations. The educational institute visits and
social media will help us reaching our target audience in a wider and better way. Once the campaign
is successful in Karachi, Lahore, Islamabad and Rawalpindi we will later move on to other cities of
Pakistan to create as much awareness as possible and eradicate this severe issue from the society.

REFERENCES:

https://tribune.com.pk/story/2084376/6-child-labour-pakistan-3/
https://www.ilo.org/ipec/Campaignandadvocacy/Youthinaction/C182-Youth-
orientated/worstforms/lang--en/index.htm
https://www.ucanews.com/news/harsh-realities-faced-by-child-maids-in-pakistan-/78100
https://en.wikipedia.org/wiki/Child_labour_in_Pakistan
https://www.ceicdata.com/en/pakistan/education-statistics-number-of-students?page=4
https://www.dol.gov/agencies/ilab/resources/reports/child-labor/pakistan
http://www.pbs.gov.pk/content/cls-progress

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