This project was aimed to fulfil the following core objectives;

1. To conduct a CVE-focused media campaign.
   1. In this component, Icarus engaged local voices propagating the message of; hope, resilience, and Islam is a religion of peace in the local language (Saraiki – to enhance acceptance and comprehension by masses).
2. To develop and empower a diverse network of individuals, organizations, and government leaders that can advocate and implement initiatives to counter violent extremism. 
   1. Engage college and university youth in collaboration with district administration to voluntarily disseminate the message of the campaign. Icarus further emphasized the role of families, parents, elder siblings and relatives in promoting peace and encouraging others. 
3. To increase acceptance of CVE messaging among targeted beneficiaries.

Under this objective, Icarus emphasized the religious and cultural connotation of peace and acceptance. It helped enhance the understanding of the masses through messages including Quranic verses, hadiths, credible voices messages, and local poetics about peace, tolerance, acceptance of differences of beliefs, and harmony.

Districts in Southern Punjab were major recruitment and training grounds for extremists in 2014-15. During this tenure, the Punjabi Taliban term was also emerged targeting poor and underprivileged population segments of southern Punjab. This was a major concern for the government to eliminate Taliban fractions from this region as they were largely recruiting small children for suicide attacks and other terrorist activities. Audio Visual content showing VE (violent extremism) activities and messages were widely and effectively disseminated through phones, CDs, USBs, and social media in VE group efforts to target a largely illiterate or poorly educated population. Sermons by influential religious and community leaders and videos of acts of violence against ‘enemies’ of VE ideology create high levels of awareness, recall, and resonance. VE groups and their sympathizers were using mosques and other public places to disseminate their messages. Even a cursory look at Pakistani print and electronic media shows that there was a paucity of mainstream messaging that effectively delegitimizes VEO narratives and messages. This slowly began to change as a result of the Government’s National Action Plan, but it was evident that there remains a need for greater levels of CVE messaging. 

Owing to the low literacy rate and poverty, radio is one of the most easily accessible mainstream media in the region.  FM radio is one of the most effective means of information in rural South Punjab and it was not fully utilized to broadcast CVE messages. Icarus Inc, based on its experience of CVE work across Pakistan and specifically in Southern Punjab, based on previous radio campaign experience strongly believed that FM radio broadcasts supported by selected modes of communication could be used as a very effective, efficient, and economical medium for responding to the widespread extremist narrative.

This project provided an opportunity to develop messaging acceptable by a diverse ethnic population of a megacity. It was a challenging project which developed our expertise in designing such messages which are widely acceptable by a diverse population without challenging the religious or political affiliations of any group. 

Karachi is a megacity that was stricken by violence (an ethnic, sectarian, and political conflict which later provided the opportunity for banned terrorists of TTP, LJ, etc.), and as a result, has faced a build-up of narratives that are divisive and look to exploit the multitude of divides present in the city. These narratives serve not just as a means for VE groups to further entrench local communal divides & conflicts but also act as creating an atmosphere that radical groups can then exploit for recruits, isolating youth from the city as a whole and their communities as well. 

To mitigate the effectiveness and dissemination of such divisive narratives and to amplify positive voices of peaceful Karachi youth, local opinion leaders, and other relevant stakeholders. ‘Aman ki Awaz’ was launched in 2017 to create a counter-narrative of peace, tolerance, and acceptance of Karachi’s diverse peoples and populace. By using the medium of radio – which is easily accessible and has the greatest amount of listenership compared to accessibility – such voices were amplified, and messages of peace were disseminated for the greatest effect. A strategic communications campaign to counter VE narratives perpetrated in Karachi by radical and militant organizations.