The South Asian
region has been facing years of instability with political upsets
and economic constraints in conjunction with innumerable man-made
and natural disasters. The consequence of this has brought the
humanitarian issues into the limelight. The movement partners
(IFRC & ICRC)are deeply involved internationally while the
national societies areas of responsibility has increased dramatically.
Pakistan Red Crescent Society has a major role to perform as
an auxillary to the government for projecting the humanitarian
values that encourage respect for human beings and initiate
a cooperative effort with the community so as to provide a solutions
to their problems. The National Society can be a trail-blazer
in this regard due to is specific directive and its established
presence in the country.
The work done in the project of Humanitarian Values-HV- has
been minimal in the previous years due to the lack of awareness
and knowledge about the importance of HV amongst the Society
members and the community at large. However, the current world
scenario has changed all that.A variety of activities have been
devised at the National and Regional levels for inculcating
the HV amidst the members and the general public. The approach
is pro-active , integrated and collaborative.At present PCRS
is involved in blood donor recruitment, community based disaster
preparedness, community based first aid and information dissemination
. Moreover, tracing and training activities along with puppet
shows from the ICRC are in progress in which the fundamental
principles and the HV are positively highlighted.
Currently media workshops are organized for creating awareness
in the midst of the journalistic community and for an enhanced
media coverage together with accurate reporting of the Society’s
work. Inclusion of field trips for the national and international
media for the year 2005 will result in a better comprehension
of the Societys work at the grass root level which will eventually
effect an awareness and change in the society at large through
better coverage.
Major events of PRCS for instance, World Population Day , RC/RC
Day and Blood Donor Day etc, are being given projection in the
media.However the requirement is a regular update of the web
page, production and airing of a documentary giving an overview
of the Societys work along with the publication of frequent
press releases .
Organizing regular workshops on ‘Humanitarian Aspects
in Journalism’ rather than having, once a year, for budding
and working journalists will help create valuable media, NGO
and volunteer contacts. Senior journalists who have a high and
a respected standing in society will act as facilitators showing
a genuine interest in the activities of the National Society.
Moreover, the participants of the workshops will be encouraged
to write about the National Society on a personal level for
national and international publications.
Formulation and implementation of a media campaign is the need
of the hour.It has to be a coordinated and integrated effort
at the National and Regional levels.Positive image projection
of the Society can be done through commemorating special events
World Disasters Report, World Aids Day and First Aid Day etc.This
will refresh partnerships and public interest in PRCS messages
/ activities.
For the year 2005, the National Society has evolved a strategic
pro-active campaign that will effect in enhanced capacity building
in volunteers and an increase in awareness about the HV for
a behavioral change in the society’s norms. Inclusion
of the HV workshops (internal & external) in the activities
will further pave the way for a better comprehension and adoption
of the HV.Explicit terms of reference will provide a more focused
approach towards the primary objective of attitudinal change
in the community members.
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