This project aims to contribute to national efforts towards reducing and effectively eliminating worst forms of child labour in the country.The immediate objectives of the programme are:

• The capacity of media professionals and institutions will be enhanced to effectively advocate for the implementation of hazardous labour and the enforcement of the ILO convention on the worst forms of child labour (C182);
• Two annual national awareness campaigns on worst forms of child labour would be launched to mobilize public opinion for its elimination; and
• An effective mechanism will be established through institutionalization for strategic media actions for advocacy and information campaigns against WFCL.

Projects key results (against outputs)

The project’s key results are:

• Electronic and print media has started to cover proactively the issue of child labour including its worst forms. For the last many years, on 12 June World Day Against Child Labour media has started reporting on the child labour issue. This has been the direct result of organising training of 920 journalists from radio, television and print across the country. Moreover, the project has helped establish five media coalitions nationally and provincially and these also encourage a media discourse on child labour issues.
• Series of media products including television and radio drama, talk shows, news paper articles have been produced/ broadcasted/published to enhance public awareness on and fight against worst forms of child labour. A total of 55 television products, 60 radio products and 54 newspaper articles have helped create widespread awareness among the media community and public in general about the issue of child labour in Pakistan. Moreover, the national media campaigns against employment of children have also been held on various television channels.