reaching out to youth and non- traditional audiences · pakistan fb population) • ~1300+ comments...
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World Bank Pakistan Country Partnership Strategy
Facebook Survey
November 11, 2013
Reaching Out to Youth and Non-traditional Audiences
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• www.facebook.com/WorldBankPakistan • Launched in April 2013 • 100,000+ subscribers in September; 153k now
– About half outside Karachi, Lahore, RWP/ISB area – 95%+ live in Pakistan – 97% under 35; 56% 18-24
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Facebook Survey: Methodology • Three questions: where (sectors), who (partners), how
(selectivity) • Background questions on age, gender, location, access
to WBG resources • Promoted on FB page mid-September to October
through #BeHeard and #SpeakforPakistan campaign • Likes - 16,625; Shares - 1,516 • People Who Saw Promoted Posts - 2,189,168 (~1/5 of
Pakistan FB population) • ~1300+ comments (in survey and posts) • 3013 responses
– Reached audiences we don’t often engage with: 55% rarely or never access WBG resources; 24% weekly or monthly
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Regional Breakdown
Province Responses (n=3013) (%) Azad Jammu and Kashmir (AJK)
20 0.7% Balochistan
55 1.8% Federally Administered Tribal Areas (FATA) 17 0.6% Gilgit-Baltistan (GB)
24 0.8% Islamabad Capital Territory (ICT)
345 11.5% Khyber Pakhtunkhwa
295 9.8% Punjab
1316 43.7% Sindh
799 26.5% Overseas
142 4.7%
• Responses from all regions (including FATA, AJK, and GB)
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Male (n=2037) Female (n=911) Other (n=7)
Less than 18
18-24
25-34
35-44
45 and up
Gender and Age Breakdown
• Large youth response: 69% 18-34, 29% 35+ • 69% Male, 31% Female
Weekly
Monthly
A few times a year
Rarely
Never
Access WBG Resources
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Results • Where should we work (choose 3)?
– Education/skill enhancement – 74% – Job creation, youth development – 48% – Energy & Infrastructure – 48% – Governance – 46%
• How should we work? Be selective? - 49% somewhat or strongly agree - 22% somewhat or strongly disagree
• Who should we work with (choose 2)? - Academia/think tanks/research institutes – 51% - Youth organizations – 42% - Private sector – 31%
• Differences in gender & age sub-groups
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Where should WBG focus its attention and resources in next five years?
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Access toFinance
Agricultural,Food security,
RuralDevelopment
ClimateChange,
EnvironmentalSustainability
Education, skillenhancement
Energy andInfrastructure
Governance Health InvestmentClimate
Job creationand youth
development
Socialprotection andsafety net for
the poor
Trade,regional and
globalcooperation
Other
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Gender Breakdown
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Female (n=911)
Male (n=2037)
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0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
18-24 (n=970)
25-34(n=1106)
35+ (n=875)
Age Breakdown
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• Largely similar between males and females; different age groups – education top choice across all sub-groups
• Males think energy & infrastructure more important; females prioritize job creation & youth development
• Males: Education, skill enhancement (76.2%); Energy and Infrastructure (52.9%); Governance (49%)
• Females: Education, skill enhancement (73.3%); Job creation & youth development (55.5%); Governance (43.5%)
• Jobs more important for younger group. • Governance and energy more important as you get older
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Which groups should WBG work more with to improve development results in Pakistan?
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
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0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Female (n=911)
Male (n=2037)
Gender Breakdown
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0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
18-24 (n=970)
25-34(n=1106)
35+ (n=875)
Age Breakdown
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• Academia/think tanks/research institutes top choice among all sub-groups
• Parliamentarians/politicians (our clients) and donors (us and partners) are at the bottom
• Males: Academia/think tanks/research institutes (51.8%); Youth Organizations (41.7%); Private Sector (36.2%)
• Females: Academia/think tanks/research institutes (53.6%); Youth Organizations (46.9%); Governments (27.8%)
• Less enthusiasm among females than males for more private sector partnership (only 22.7% vs. 36.2%)
• More enthusiasm for private sector and NGOs as you get older
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WBG exercises ‘selectivity’ to maximize impact of its limited resources
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Strongly disagree Somewhat disagree Neutral Somewhat agree Strongly agree I don't know
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0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
Female (n=911) Male (n=2037)
Strongly disagree
Somewhat disagree
Neutral
Somewhat agree
Strongly agree
I don't know
Gender Breakdown • Relatively similar, though females have more moderate
views
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Comments – Major Themes
• Education is by far biggest and most mentioned demand • Lack of trust in government/state institutions – corruption,
demand for WB to monitor projects • Demand for ‘visionary leaders’ • Skepticism of WBG role and intentions – seen as
detrimental to Pakistan’s development • Many comments mentioned implementing ‘Islamic system’
• Reflects lack of awareness of WBG activities and model of
operation • Image tied to US, IMF – to many, we are one and the same
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Selected Comments
• “I think you should yourself initiate all the projects directly for the people of Pakistan instead of giving the money to rulers.” • “World bank will help all politicians to overcome their poverty.” • “the simple way to end poverty in Pakistan is one and only action that is take the looted money from 10% corrupt population and
distribute it to 50-60% poor/lower class people automatically poverty will end and the whole nation become a single class (middle class). this is termed as equal distribution of wealth.”
• “Only solution is you leave Pakistan alone.” • “Increase employment opportunities by industrialization and stop taking more loans from IMF, World Bank or from USA. Self
generation as we have already lot of resources in Pakistan.” • “If World Bank and IMF would truly help instead of robbing poorer countries by bleeding them with high interest rates (but that is
the plan ) and make the US richer and to enslave us with the help of our own corrupt and greedy leaders (hand picked by them).”
• “Education & Awareness among our people through equity, justice & fairplay will ultimately bring massive level change in Pakistan, I totally agree & 100% support World Bank Group initiative & drive in Pakistan!”
• “equal distribution of income and a better tax systems in which more tax should be collected from giants and then it should be spend in a systematic manner”
• “Only way to over come extreme poverty is to mold our life according to the principles and laws of Islam. 100% sure” • “Just apply Islam on yourself. everything will get better.”
• “1-Check and balance is highly required in each and every Government department; Government expenses must be cut down
75%; Protocol and security for government officials must be banned; Ministers must be paid on hourly basis like Consultants and the payment must be with subject to the submission of their assignment's timeline chart and the progress; 2- Timely Justice is highly required to ease the minds of the people to think positive for themselves and for each and every person around them”
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Comments Wordcloud
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Thank You!