If you want to get people to listen to your message, you need to make it interesting. Many campaigns struggle to bridge the gap between imploring and entertaining.
This is particularly a problem in Pakistan, where, with the exception of music and political skulduggery, Pakistani media is pretty dull. Which is why most Pakistanis watch Indian films or US entertainment (no link since hard numbers are near impossible to come by).
Pakistan's largest media organisation, Jang Group, has been running a campaign for a couple of years called Amn Ka Asha, which aims to promote peace and better relations with India.
Much of the campaign has been about the usual; visits, articles etc etc. But recently, Geo (Jang's flagship television station) has announced two new Pakistan-India themed shows. They aren't branded after the campaign, but it very much works on the Amn Ka Asha ethos. Both will show on Geo and a major Indian channel.
The Independent reports that Foodistan will be a Pakistan vs India cook off.
"Neatly bringing together two national pastimes of eating and regional rivalry, the reality cooking show Foodistan will pitch a team of professional Pakistani chefs against a team from India."
The other, Sur Ki Bazi, sounds like an X-Factor type format pitting Pakistani and Indian hopefuls against each other in a singing duel.
Here's the poster:
Music, food and regional rivalry. It's a sure bet! Foodistan has already been recorded, but the music show just started auditioning. And, Londonstani is hearing that they have been swamped.
This is a genius campaign idea. On one hand it shows that there's much scope for useful engagement in Pakistan through media. On the other, it shows that it pays to work with what people actually want.
If you are into communications, media and foreign policy (like Londonstani), this is worth keeping an eye on.