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USAID Impact Tv Advertising Campaign Case Study

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USAID’s Impact TV Advertising Campaign – Q&A. Confidential Distribution to Comms teams and senior spokespeople only Index 1. Key messages. 2. What do we do? 3. Why are we launching an ad? 4. What’s the thinking behind the tagline ‘Together we can’? 5. Potential negative lines of questioning. 1. Key Messages: ♣ Together, Pakistan and America are building, learning, providing energy, growing crops, and saving lives. ♣ The work that USAID is doing alongside its Pakistan Partners is improving the future for millions of people. ♣ It’s a partnership that makes both our countries stronger. And the world safer. ♣ By working together, USAID and Pakistan can, and are making a difference. 2. What do we do? A. USAID, which stands for the United …show more content…

Potential negative lines of questioning. Q. Isn’t USAID over claiming its achievements in this advert? A. In this commercial USAID is claiming that, with their partners, they are building, teaching, providing energy, growing crops, and saving lives and by doing so they are improving the future for millions. We can support this assertion with facts. For example, in the last five years more than 1 million rural households have benefitted from USAID in agriculture and economic growth. Since 2011, more than 28 million Pakistanis have benefitted from USAID’s efforts to add more than 2,400 megawatts of electricity to the national grid. Over the last six years USAID has provided over 7 million women and children with quality maternal, child, and reproductive health care services. However, USAID does not, and would never, claim that it is solely responsible for all the achievements in the areas of energy, economic growth and agriculture, governance, education, and health. Many other NGOs, INGOs, donors and Pakistan’s Regional Governments, and the National Government all contribute to addressing these …show more content…

Why is USAID working with M&C Saatchi and creating a TV advertising campaign? A. The TV advertising campaign aims to raise awareness of USAID’s work with the Pakistani public, and with their support we will be able to have even more success in the communities where we operate.. Demand for energy, economic growth and agriculture, governance, education, and quality healthcare continues to rise and this campaigns allows USAID to explain why its operating in Pakistan. This ad campaign will give the public the opportunity to learn more about the work USAID is doing in Pakistan. Q. How much is the campaign costing USAID? Why don’t you spend the money on more projects rather than a media campaigns? A. We cannot provide you with a specific dollar amount, but we will be making a significant investment over the next couple of years to make sure that as many people as possible know about USAID and understand and support our work. We believe that it is important that the Pakistan public understand what we do, and why we are here in Pakistan. Greater engagement and support by all people will ensure continued success in all our work in Pakistan. Q. What do you say about the media allegations that USAID’s money is either spent on frivolous things or is mismanaged by corrupt

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