The Punjab Human Capital Investment Project (PHCIP) is a landmark initiative that goes beyond conventional development programmes. Think of it as a turbo-charged effort to boost health, education, and economic empowerment in12 districts across Punjab.
As amazing as PHCIP’s goals were, there was one big problem – the need to bridge the communication gap!
A large percentage of our target audience had limited literacy, so text-heavy brochures and pamphlets were a no-go.
The challenge was clear: How do you communicate important information when words don’t stick?
But was the solution as simple?
Cue the lightbulb moment!
We embarked on a creative journey that would incorporate a mix of different communication strategies.
We ditched the text and turned to visual storytelling! With elaborate illustrations and engaging visuals, we told PHCIP’s story in a way that would click with everyone, no matter their literacy level.
Spectrum Communications took a hands-on approach and got involved right in the heart of the communities. With cameras rolling, our team members captured the real-life stories of the people whose lives have been transformed by PHCIP. These stories now light up PHCIP’s website and social media platforms, showcasing the impact in a way that’s both authentic and compelling.
To amplify our message, we created TV/radio commercials for the Aaghosh campaign, all about women’s empowerment. These short, punchy messages communicated just how important the initiative is while inspiring women to get involved.
We also made corporate-style documentaries for PHCIP’s main projects: Aaghosh, Khud Mukhtar, and Bunyad. These in-depth videos painted a vivid picture of the project’s scope and success.
When the Punjab Human Capital Investment Project (PHCIP) set out to transform the region, they also needed to boost their digital game. Spectrum Communications revamped PHCIP's website and managed their social media to ensure their ground-breaking initiatives truly made waves.
Our online team kept the conversation going, updating the website and social media with stories that connected, keeping the audience engaged and informed.
By efficiently handling all queries related to the 1221 helpline, we provided prompt and effective support, ensuring seamless communication throughout the campaign.
At Spectrum Communications, we believe that good communication sparks action.
What started as a project has now become a movement, reshaping Punjab, one step at a time.
From December 2021 to June 2024, Spectrum Communications had the privilege of helping PHCIP bring its vision to life, with results that were nothing short of inspiring:
Our work on PHCIP showcases how we turn every challenge into a trailblazing campaign that not only makes a difference but leaves a lasting impact.