Street To School Campaign


Background


In this project, Azad Foundation aims to design and launch Behaviour Change Communication Campaigns (LFM 9.1) to prevent children from street situations and materialization of their basic child rights.


Rationale


Almost 2.6% of world’s out of school children live in Pakistan that is 24% (est. 22 million) of total children’s population of the country (UNCESCO EFA GMR – WIDE, 2012). Urban areas comprise of 36% of total population of Pakistan (UNICEF SOWC, 2012). It means that approximately 8 million out of school children live in large metropolitan cities where majority of them live in slums area, deprived of basic necessities like health, hygiene, clean water and healthy nutrition. They lack fundamental rights such as access to education, birth registration, protection and shelter. With increasing poverty and decreasing economic opportunities for marginalized population of the country, families are forced to engage their children in income generation activities, living in such unfavourable environment may push a child towards street life and one day becoming a child living on streets. According to some estimates there are 1.5 million children on streets in Pakistan. These children are vulnerable to violence, discrimination, commercial sexual exploitation, stigmatization, abuse, HIV/AIDS, trafficking, forced begging and they lack the access to basic services. This is a significant proportion of vulnerable children population in Pakistan that lacks specific policy development and programming for addressing their issues.


Outcome


To enrolled 500,000 children’s in street situations increased equitable access to education


  • In 2 years, 50,000 volunteers will be engaged and have access to capacity building material in 13 cities
  • In 2 years, 13 city-based civil society network branches will be formed to advocate and monitor the campaign
  • An online portal will be developed to present, record and track progress of the campaign
  • In 2 years, the campaign message reach out to 20 million people through TV, Radio, Social Media and Press in 13 cities
  • In 2 years, 500,000 Children in street situations are enrolled in primary education in 13 cities


Strategy


Street to school campaign focuses on eliminating the basic characteristic of children in street situations i.e. being out of school. An out of school child has increased opportunity to develop connections in street that my pull or push him towards street situations.


The campaign is built in such a way that it targets behaviours rather than systems and infrastructures as later already exist and we believe that it is a matter of changing people (parents) mindsets to encourage them for sending their children to streets.


The core of the campaign is collaboration and volunteerism. The campaign will aim to establish civil society platforms (organizations working with children in education, protection, labour and other cross cutting thematic areas) in each city where the NSCP is being implemented who will in turn recruit 50,000 volunteers through promotional activities in schools, colleges, universities and communities alike within the duration of project.


The unique component of this campaign is that it commits to invest in their capacity building and providing them with tools that would help them engage and motivate communities they will work with. Such tools will include training workshops, induction packages comprising of communication material, guidelines, visibility and promotional items and stationary. Training sessions will also be made available on online portal of the campaign. The organizations in the civil society platforms will also explore their connections and linkages to support the volunteers in expanding their outreach and increasing results. The volunteers will engage the communities on mass and individual level and educate and advocate for primary enrolment.


The online portal will also provide by-the-second updates according to geographic locations to anyone visiting the portal. A reporting portion of the portal will be available to the volunteers where they will update their progress i.e. how many community interactions, community members engaged and number of children enrolled etc. Progress tracking functionality will also be included in the portal for the civil society platforms and partners who will have a more detailed view of the progress with different types of reports.


The campaign will harness the power of electronic, press and social media by launching periodic campaigns over each medium. Public services messages in electronic and print media, program appearances, social media campaigns (a separate facebook page, twitter account and youtube page will be developed and updated frequently), regular radio programs and promotions will keep the masses engaged and informed about the issue, the campaign and its results.


The work of the volunteers and the civil society organizations will be acknowledge through an annual Recognition Ceremony where best performing individuals and organizations will be awarded and acknowledged by the partners, State and society. A success story document will also be developed and published at the end of the campaign.


The work of the volunteers and the civil society organizations will be acknowledge through an annual Recognition Ceremony where best performing individuals and organizations will be awarded and acknowledged by the partners, State and society. A success story document will also be developed and published at the end of the campaign.


Duration

2 years



Estimated Funding Required

US$ 750,000




Accounts Detail


FAYSAL BANK
Title Of Account: AZAD FOUNDATION
IBAN# PK82FAYS0231145000000650
SWIFT CODE : FAYSPKKA