Persuasion is a development communications firm where we blend communication and policy expertise to drive impactful change. With a strong footprint locally and a vast network of global partners, we're positioned to design and execute compelling campaigns tailored to diverse audiences. We've delivered services in various domains like education, climate change, health, and community development, ensuring our narratives resonate across cultures. Beyond just crafting messages, we've collaborated with international organisations and donor-funded projects for research and strategic communications.

Working as a Key Expert for a European Union (EU) funded project - Communications and visibility for EU cooperation in Pakistan, executed by Particip GmbH. I spearhead innovative communication and visibility projects for the European Union Delegation to Pakistan, working closely with the EU Delegation and its Member States' embassies to execute various initiatives aimed at promoting and enhancing diplomatic relations between the European Union and Pakistan. I also collaborate with the higher education ecosystem to promote the prestigious Erasmus scholarships, driving its expansion and making a positive impact on the lives of countless students and professionals in the country.

Engaged to lead design and implementation of a Penn Global funded project "Intersectional Identity in Education Settings". I led the research efforts, designing the research tools and conducting research in various educational institutions across all four provinces. In addition, I contributed significantly to the development of communications strategy and played an important role in preparing the report for the next steps. Through my expertise and leadership, the project was able to make significant progress towards understanding the intersectional identities of students in Philadelphia and Pakistan.

As part of a high-impact project funded by UK's FCDO, I provided technical assistance to the Federal Investigation Agency (FIA). My primary responsibilities involved supporting the establishment of a robust communications team, delivering targeted training to team members, and guiding them in developing compelling communications materials. Through dedicated coaching, I empowered the team to implement effective communication strategies, enabling them to better serve their constituents and achieve their goals.

Acted as a recognition and communications workstream lead, provided strategic support aimed at enhancing recognition and acceptance of Cambridge qualifications in Pakistan. This involved designing and executing multiple research studies to track learners' progression and control dropout ratios, as well as debunking myths surrounding qualifications.Through my expertise, I played a pivotal role in preparing effective communication strategies and ensuring key facts were disseminated to targeted audiences.

Prepared copy for various communications products to run a mass campaign to highlight the achievements of the Khyber Pakhtunkhwa (KPK) Police under the Justice Support System Programme (JSSP)

• Led a Tetra Pak-funded project on Health, Nutrition, and Hygiene in collaboration with SED, PCTB, and QAED. • Conducted a baseline study to assess students’ learning outcomes pertaining to health, nutrition, and hygiene• Designed a knowledge mobilization strategy focused on stakeholder engagement; this included preparing teacher guides, and the Supplementary Reading Material (SRM) for Grade 1 – 12, and informational materials for a wider audience

Assisted the Government of Baluchistan, Local Education Group (LEG) and UNICEF in the Access & Equity section of the Education Sector Plan

• Provided technical assistance to Punjab Special Education Department (SpED) to launch Punjab’s first special education policy and a social awareness campaign. • Supported the Program Monitoring and Implementation Unit (PMIU) and SED in the development and execution of the communications strategy and an awards ceremony for teachers

Robotech was a social enterprise that focused at training kids from underprivileged backgrounds learn robotics and coding.

• Designed the Communications Strategy for SED and led the Government of Punjab’s campaigns on Education Reforms – “Parho Punjab, Barho Punjab” • Led communications for SED’s annual enrollment drive to enroll out-of-school children in Punjab• Rolled out a social mobilization project in collaboration with LUMS and Punjab Education Endowment Fund (PEEF) to enroll out-of-school children in low performing districts of Punjab• Designed and implemented SED’s campaign for conditional cash transfer – Zaver-e-taleem • Provided technical assistance to the SpED and PIEP for a grass-root mobilization campaign to spread awareness and enroll children with disabilities into special education institutions• Initiated “Education Hotline” to manage feedback and complaints from the parents • Led communications partnerships with the British Council and UNICEF for knowledge mobilization• Delivered communications training to partner organisations - PEF, PEEF, DSD, PEC, and PMIU• Managed the delivery of media training to a cohort of 30 journalists, beat reporters on education

• Developed Communications Strategy for PEELI to roll out teachers’ training in Punjab • Acted as the key driver for relationship management with media stakeholders in different cities• Managed large-scale awareness events nationwide for the British Council • Led internal communications for PEELI to amplify programme activities internally

• Developed a communications strategy for raising awareness or Special Education in Pakistan • Initiated a social mobilization project – PAIDAL – to raise awareness regarding learning difficulties

• Managed corporate communications, developed marketing plans for five product categories• Led the CSR initiative and the social mobilization initiative to enroll out-of-school children

Managed the key accounts of Coca Cola and Nestle for nationwide events and brand activations