Beneficiary Communications and Accountability in Pakistan

In late July and early August 2010, storms and heavy rainfall caused severe flooding across Pakistan. An estimated 20 million people were affected; 1.7 million homes damaged or destroyed, along valuable farmland, and with it, people's way of earning a living. The IFRC, Pakistan Red Crescent Society (PRCS), and its partners initiated a beneficiary communications programme in September, with the goal of enhancing two-way communication with affected communities and thereby enhancing and improving the provision of relief aid. The programme uses a variety of media to communicate including SMS/mobile technology, radio, television, print and face to face interaction. The programme has developed to include a weekly radio call-in show, broadcast in 3 of the local languages. Not only is potentially life-saving information disseminated to listeners, such as disaster preparedness and personal hygiene messages, feedback that is received is then used to assess programme effectiveness.