Pakistan is facing a serious challenge to ensure all children, particularly the most disadvantaged, attend, stay and learn in school. While enrollment and retention rates are improving, progress has been slow to improve education indicators in Pakistan. According to UNICEF, an estimated 22.8 million children aged 5-16 are out-of-school which is the world’s second-highest number of out-of-school children (OOSC). Nearly 10.7 million boys and 8.6 million girls are enrolled at the primary level and this drops to 3.6 million boys and 2.8 million girls at the lower secondary level. Gender-wise, boys outnumber girls at every stage of education, hence there is a gender dimension to the issue as well. Alif Ailan was an Advocacy project built with the purpose of bringing a meaningful change in the education indicators in Pakistan. It was being led by DAI, funded by UKAID.




Alif Ailan was perhaps the largest of its kind on the issue of education. It turned a nascent issue into an active national movement. White Rice was the creative partner of DAI, facilitating the development of a brand that can lead the vast advocacy agenda of time-contained project. Strong advocacy needed a strong brand that could lead the campaign content underneath it. This is where Whiterice came in. For any meaningful change, the campaign had to bring a meaningful change at multiple level including at systems level, inadequate financing, limited enforcement of policy commitments and increase in education budgets. White rice brought the 360-degree communication to the table with the intent of reaching all out to all important stakeholders as well as parents of out of school children, thereby creating both demand and service provision. There is also a very active middle and privileged class of Pakistan that is very active on social media. We thought it was a great opportunity to rope them in for creating a digital word of mouth and creating pressure on policy makers to take concrete measures for changing the status quo of education.




Pakistan’s education indicators have removed considerable in the last few years. Alif Ailan ofcourse alone is not responsible for it, but it played its part and Whiterice also a proud creative partner in this national service.




  • 360-degree media campaign

  • Digital Content Integration

  • Social Brand Outlook