1.         Background

Since 2014, Pakistan’s trade relations with the EU (European Union) have significantly increased owing much to the preferential trade treatment it receives under the EU’s Generalized System of Preferences (GSP-Plus). The EU stands as Pakistan’s largest export destination ahead of major economies such as that of the US and China, representing over approximately 23 percent of Pakistan’s overall exports in 2023, primarily consisting of textile and agriculture exports. However, the preferential trade access to Pakistani exports is contingent upon compliance with international conventions on human and labor rights, environmental protection and good governance.

Moreover, the EU has introduced legislation regarding human and labour rights due diligence, namely the Corporate Sustainability Reporting Directive (CSRD), the Forced Labour Regulation and the Corporate Sustainability Due Diligence Directive (CSDDD) require EU businesses importing from Pakistan to ensure due diligence regarding labour and human rights within their respective supply chains.

While the GSP-Plus primarily focuses on state machinery to comply with international conventions, the recent EU legislation introduces binding obligations on businesses to conduct supply chain due diligence, ensure fair labour practices, and prevent forced labour. The CSRD and CSDDD strengthen transparency by requiring corporate reporting on human rights due diligence and sustainability efforts, while the EU Forced Labour Regulation enforces direct bans on goods linked to forced labor. Collectively, these legislation reinforce each other, ensuring that companies not only meet regulatory requirements but also embed ethical and sustainable practices into global supply chains.

In this regard, the CSDA project works for improving compliance on labour standards and business-related human rights in Pakistan’s agriculture sector and agro-industry.

The focus of the project is on supporting Pakistan’s rice and cotton value chains, enhancing responsible business conduct in safeguarding human and labour rights in accordance with Pakistan’s domestic legal framework and international commitments such as under the GSP Plus and in line with EU sustainability reporting and due diligence legislation.

These legislative requirements place growing responsibility on businesses, employers, and value chain actors to understand, internalize, and operationalize labour rights, human rights due diligence, and sustainability standards. At the same time, workers, farmers, and consumers require accessible information to understand their rights, responsibilities, and the broader social and economic value of responsible business practices.

In this context, the CSDA project seeks to implement strategic communication, mass media, and digital advocacy interventions to raise awareness, and promote uptake of responsible business practices across Pakistan’s cotton and rice value chains.

Objective:

The objective of this assignment is to design, develop, and implement integrated communication, media, and advocacy campaigns that:

• Raise awareness among businesses, employers, farmers, labourers, consumers, and other stakeholders on Pakistan’s international obligations on labour and human rights, and the implications of non-compliance.
• Improve understanding of labour rights, human rights due diligence, environmental safety, and gender-responsive and culturally sensitive business conduct.
• Promote adoption of certification, compliance, and sustainability standards (e.g. Better Cotton Initiative and Sustainable Rice Platform) among businesses.
• Encourage positive incentives and recognition for businesses that protect, respect, and provide remedies for human rights within their value chains.

Attention will be given to ensuring that content is contextually grounded, and sector-specific, integrating examples/case studies of responsible business conduct in Pakistan’s rice and cotton value chains.

Scope of Work:

The assignment may include travel to one/some of the projects target districts namely Lahore, Bahawalpur, Rahim Yar Khan, Faisalabad, Sheikhupura, and Gujranwala.

The consultant/firm will be responsible for planning, and delivering the following activities:

Activity 1.    Develop Network-Based Communication Campaigns. Through relevant media and stakeholder networks, design and implement communication campaigns that:

• Highlight Pakistan’s obligations arising from its status as a signatory to global human rights, labour, and environmental frameworks, including implications of non-fulfilment.
• Raise awareness on labour rights, targeting employers, businesses, and other stakeholders including farmers who employ agricultural labour.
• Develop employers’ understanding of policy frameworks and conditions related to human rights due diligence and environmental and occupational safety.
• Communicate incentives for businesses to protect, respect, and provide remedial actions on human rights issues within value chains.

This component will include:

• Development of radio content (including public service messages, interviews, and thematic programmes).
• Production and dissemination of 15 podcasts / media talks featuring experts, business representatives, worker voices, and policy stakeholders.

Activity 2.       Design and implement a national television campaign to promote certification and compliance systems within the cotton and rice sectors, including:

• Encouraging businesses to seek certification from recognized standards bodies such as the Better Cotton Initiative (BCI) and Sustainable Rice Platform (SRP) as evidence of commitment to responsible labour practices.
• Promoting recognition of businesses that demonstrate adherence to ESG commitments, labour rights standards, and best practices through established certification systems.
• Raising awareness among consumers and buyers on the importance of supporting certified and responsible suppliers in cotton and rice value chains.

This component will include content development for television with messaging tailored to business audiences as well as the general public.

Activity 3.       Digital and Audio-Visual Advocacy on Diversity and Gender Responsiveness. Implement targeted digital and audio-visual advocacy interventions aimed at both labourers and businesses to promote culturally sensitive, gender-responsive, and inclusive business conduct. This will include:

• Production and broadcast of radio talk shows focusing on workplace culture, gender equality, diversity, and non-discrimination.
• Development and production of a documentary highlighting the importance of cultural sensitivity, gender equality, and diversity in the workplace, with examples from agriculture and agri-business value chains.

Deliverables:

The consultant / firm will be expected to deliver:

• A detailed communication strategy and media implementation plan aligned with the above activities.
• Scripts, concepts, and creative content for radio programmes, podcasts, television spots, and digital media for all activities.
• Production and airing of hours of radio content and 15 podcasts/media talks under Activity 1.
• Television campaign content and evidence of broadcast/airtime under Activity 2.
• Arrange slots for project staff / experts on television and radio for media talks.
• Six hours of radio talk shows and one documentary, including evidence of airing on local cable channels under Activity 3.
• Periodic progress updates and a final consolidated report (5-7 pages) documenting activities conducted, reach, key messages disseminated, lessons learned, and recommendations.

Timeline:

The overall engagement will span a period of 24 months (which would begin as per the signing of this contract). Media activities will be phased and scheduled in coordination with the project team, national media calendars, and stakeholder availability.

Reporting and Coordination:

The consultant / firm will work under the overall guidance of the CSDA project team and will coordinate closely on messaging, approvals, and scheduling. All content will be subject to review and approval prior to broadcast.

Payment Schedule:

The Consultant will be entitled to receive 

• Advance Payment (30 percent): An advance payment will be made upon contract signing and approval of the detailed communication and implementation plan.
• Interim Payments (50 percent): Equal Interim payments will be released upon satisfactory completion and verification of deliverables for each component, including:
• Delivery and broadcast of agreed radio content hours and production of podcasts/media talks under Activity 1.
• Development, production, and airing of national television campaign content under Activity 2.
• Production and airing of radio talk shows and the documentary under Activity 3.

Each interim payment will be supported by evidence of deliverables (e.g. broadcast logs, recordings, airtime confirmations, and brief progress summaries).

• Final Payment (20 percent): The final payment will be made upon completion of all activities and submission and approval of the final consolidated report, documenting outputs delivered, reach, social media metrics, and key messages disseminated.

The detailed payment tranches and percentages will be finalized in the contract and aligned with the approved work plan and deliverables.

The consultant will share time sheets and supporting documents as part of the invoice for the payments.

Consultant/Firm Qualifications:

• Demonstrated experience in designing and implementing large-scale communication, media, and advocacy campaigns, including radio, television, and digital media.
• Proven understanding/experience of campaigns regarding labour rights, human rights, ESG, responsible business conduct, and sustainability standards, preferably within agriculture or supply chains.
• Experience working with businesses, workers, and diverse stakeholder groups in Pakistan.
• Strong content development and production management capabilities.
• Ability to deliver culturally appropriate, gender-responsive, and audience-specific messaging.

Consultant Level of Effort Allocation:

Proposal Submission Requirements

Interested consultants/firms are requested to submit the following online (Budget should be password protected and we will ask you for password once the comittee start working on the proposals:

• A technical proposal outlining the proposed methodology and work plan.
• A brief company/consultants profile.
• A portfolio or samples of relevant previous work.
• A financial proposal including all the relevant expenditure inclusive of WHT as per law. (Password protected)
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• Last date of submission is 18th March 2026.