P4D project
Delve deeper into this exciting chapter of my career.
Assignment
My key role at the Platforms for Dialogue (P4D) project was promoting Government services and facilitating dialogue among government, civil society, and citizens. The project was funded by the European Union and implemented by the British Council.
Achievements
- Building a Facebook Page and constructing a Fan Base of 82K from 1.2K.
- Drove policy advocacy by reaching 19.5M people in 2 years through behavioral change communication strategies.
- Developed an interactive website to facilitate tripartite engagement between government, civil society, and citizens.
- Leveraged SEO and Google Marketing to amplify behavioral change communication campaigns.
- Implemented Integrated Marketing Communications (IMC) to simplify and disseminate complex policy concepts effectively.
- Pioneered Avatar Marketing to drive sustainable, large-scale advocacy communications.
- Executed high-impact events and activations to promote policy adoption and public participation.
- Executed high-impact events and activations to promote policy adoption and public participation.
- Designed strategic merchandise and stationery to reinforce campaign messaging and visibility.
Virtual Resource centre during Covid pandemic
The Virtual Community Resource Centre leverages augmented reality to create immersive, lifelike experiences for its audience. Through an Integrated Marketing Communications (IMC) approach, it ensures consistent branding and strategic messaging to drive behavioural change among target groups.
Project Outcome
- Strengthened fan base loyalty, increasing repeat interactions by 65% year-over-year.
- Elevated content consumption experience, achieving a 92% user satisfaction score in post-engagement surveys.
- Transformed audience attitudes toward digital platforms, with 78% reporting improved perception in feedback polls.
- Generated a 3x increase in positive word-of-mouth (WOM) referrals, measured through social mentions and referral traffic.
Project Output
- Reduced bounce rate of the virtual facility by 90%—from 82.7% to just 8%—through optimised UX/UI and engagement strategies.
- Drove consistent traction with 1.6K monthly unique visitors and an average 1-minute session duration, reflecting sustained user interest.
- Boosted conversions by 3X, with significant growth in newsletter sign-ups and content engagement metrics.
Right to information campaign
Drove mass engagement by turning civic participation into a social movement.
- 208+ government officials & civil society leaders from 21 districts joined a viral selfie challenge.
- Participants posted branded commitments to #RightToInformation on personal timelines, multiplying organic reach.
- Blended grassroots advocacy with growth hacking—transforming policy awareness into shareable action.
Result: A low-cost, high-impact model for behavioural campaigns.
Project Outcome
- Elevated brand awareness through targeted campaigns, increasing recognition by 60% among key audiences.
- Documented impact on public attitudes, with 20% of surveyed participants showing improved perception of advocacy goals.
- Developed cohesive brand elements (visual identity, messaging framework) to unify communications across platforms.
- Amplified community engagement, growing Facebook Group activity by 60% and expanding participation in local Resource Centres.
Project Output
- Exponential growth in SEO performance for both the Facebook Page and website, driving higher visibility.
- Boosted organic engagement—increased page likes, views, and 30% longer session durations on the website.
- Expanded email subscriptions by 20%, building a sustainable audience for long-term advocacy.
Static posts
static posts created for social media campaigns
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Videos
videos produced for promoting good governance
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