SMEDA-ITC GRASP

Where rural opportunity met real communication, awareness became action.

About Project

SMEDA–ITC partnered with Spectrum to design and deliver a nationwide awareness campaign on agro-processing and livestock entrepreneurship across twenty districts of Sindh and Balochistan. The goal was simple, yet significant. Equip rural communities with the information, inspiration, and confidence needed to explore viable economic opportunities in agriculture and livestock.

Spectrum began with formative research that reached deep into the realities of local entrepreneurs. Insights informed everything that followed, from sectoral videos to radio messaging, ensuring each piece of communication spoke the language of the people it aimed to empower.

A multilingual mix of TV-style videos, FM radio messages, social media content, banners, and posters created visibility in towns, villages, mandis, association offices, public institutions, and online spaces. Stories of real farmers and entrepreneurs became the heart of the campaign, turning knowledge into relatable progress and reinforcing the economic potential of value chains across both provinces.

Social media engagement exceeded expectations, reaching over two million individuals. Radio carried the message into low-literacy communities. Posters and banners grounded the campaign in everyday public life. Together, these mediums built an awareness wave that unlocked curiosity, confidence, and interest among rural youth, women, and small business owners.

The campaign strengthened GRASP’s mission of inclusive rural growth by highlighting opportunities, elevating success stories, and making entrepreneurship feel possible on every field and every farm.