Agro livestock Info Dissemination Program (AIDP)
Free help line for Telenor customers 7272-51
Women component in Agriculture and Livestock management is our cultural perspective and women are contributing positive role in the development of the sector. In our rural areas, conventionally female farmers are managing the Livestock and some components of agriculture as well. PLDDP and Telenor Pakistan have collaborated to strengthen the female contributions toward the promotion of Agro livestock sector through the effective info dissemination system. Both entities have been entered into a business relationship to promote Female Farmer engagement on “Khushaal Zamindar” service through launching a dedicated helpline 7272-51 for females. The overarching goal of the partnership is to accelerate gender engagement by leveraging Telenor Pakistan’s services and PLDDB’s development agenda for female farmer’s better access to timely, credible and sustainable information.
PLDDB and Telenor shall work together for Women Engagement in Punjab province. Collaboration in promoting awareness on Nutrition, Dairy, Livestock, Agriculture and livelihood related issues in Punjab, through Telenor’s communication services.
Telenor Pakistan shall develop a dedicated helpline 7272-51 for female farmers and will advertise the service through Outbound Dialed Calls.
Role of PLDDB & Telenor
Telenor will provide free space for farmers help line and PLDDB provide relevant content on regular basis. PLDDB will identify the topic/issues of area-wise seasonal crops to educate the farmers about the different stages of crops and better treatment to get optimum production. PLDDB shall provide location based relevant content subject to wide range to topics/concerns/issues related to female farmers in Pakistan (family nutrition, health, live hood etc. Content should also be focused on breaking stereotypes related to females.
Telenor will also share the content as and where needed. Other audio and video medium will also be used later for information dissemination and promotion of the service.
PLDDB and Telenor may jointly organize the farmer’s day, road shows, farmer’s prize distribution at any achievement of farmers, on hand training of farmers, seminars, conferences, exhibitions etc. to educate the farmers on the modern agro livestock farming trends.
Outcome of the Project
Telenor Pakistan has data of about 4 million farmers which is increasing rapidly, so they have huge coverage and a reliable info dissemination channel. Telenor customers would get free valuable information about agricultural and livestock on regular basis through SMS, audio, video documentaries, technical training to farmers through live programs, interactive sessions and also answers question sessions. So it is instant access to information about modern live-stock and agriculture farming, modern practical farming methods and lot more.
Khushaal Aangan Launching Ceremoney
Punjab Livestock and dairy development board and Telenor Pakistan aimed at empowering Pakistan’s female farmers and extending them the benefits of mobile agriculture service. PLDDB in partnership with Telenor Pakistan, have launched a dedicated free of cost IVR service for female farmers in Punjab called ‘Khushaal Aangan’. Female farmers will simply need to dial 727251 to subscribe to the service and get information regarding livestock rearing, family health, nutrition, hygiene and sanitation.
The launch ceremony of Khushaal Aangan was held in Lahore on 5th December, 2017. The honorable Minister of Labor and Human Resource, Raja Ashfaq Sarwar graced the occasion as the chief guest. The ceremony was also attended by Irfan Wahab Khan, CEO Telenor Pakistan and Saira Iftikhar, CEO Punjab Livestock and Dairy Development Board. Other prominent guests include representatives from for profit, nonprofit organizations including USAID, FAO, Norwegian Embassy, Scaling Up Nutrition Network, Nestle Pakistan, GSMA and Market Development Facility. Speaking on the occasion Irfan Wahab Khan, said,“Since the majority of the female workforce in Pakistan is also associated with agriculture, it makes logical and business to cater to them better through a service tailored to their specific working needs. Based on our learning, we designed Khushaal Aangan that is aimed to be a perfect lifestyle partner for the rural woman, educating her on agriculture, livestock rearing, family health and much more. As we continue to be driven by our mission of empowering societies at Telenor Pakistan, through Khushaal Aangan we are aiming to empower the Pakistani women further by equipping them with the knowledge that will make them more productive and improve their livelihoods.” he added. PLDDB CEO Saira Iftikhar said, female of Pakistan engaged different house chores but female farmers have double responsibility, they work whole day in fields along with their men and also look after livestock and their house responsibilities and children as well.
727251 service provides information about all the components of the female farmer as it depicted through its name Khushaal Aangan. So this service PLDDB and Telenor Pakistan are providing the information to female farmers about the betterment of livestock and their personal life style as well, this service will be delivered guidelines regarding prevention from diseases, provision of healthy feed and clean pathogen free water to animals, different methods of increase in the productivity of their animals. This service is also help them to adopt healthy life style by providing them the new concept of life, eat healthy and full meal with the message of you are nurturing the whole world, now it’s time to start nurture to yourself , female farmers will also get information about health, sanitation and cleanliness.
Apart from these dedicated female-only live shows will be conducted to foster awareness about the usefulness of mobile techology vis-a-vis the agricultural growth. Female farmers will be able to call and ask questions to access real-time information from female agriculture experts and nutritionists at the show.
From the launched date, Telenor 727251 subscribers daily get information about different issues through audio messages and drama. There is very overwhelming response to this service and subscribers are increasing day by day which is very positive thing.