Every year, hundreds of thousands of Pakistanis leave their homeland; some legally, many through dangerous, irregular routes. In 2022, over 800,000 people officially left for employment abroad. Yet these numbers only tell part of the story.
The Pervaaz Campaign, executed by Cirrus Pakistan under the EU-funded SAFER Project, sought to unpack the psyche behind this mass migration. Through digital storytelling, grassroots engagement, and influencer partnerships, we reached over 8.4 million people with a single goal: make migration a choice, not an act of desperation.
Migrant behavior is rooted in complex drivers:
As The Express Tribune noted in 2023, over 12,000 people per month from Pakistan were intercepted trying to cross borders irregularly. This is not just a statistic, it’s a symptom.
“Hope is not a lottery ticket you sit on the sofa with, it’s a hammer you break down doors with.” — Nicholas Kristof, NYT
We didn’t preach policy. We told stories. From Ali Rehman’s food-based vocational inspiration to Muhammad Arshad’s ethics-driven family message, we used real voices and emotional arcs to reshape the migration narrative.
Our campaign mixed TikTok storytelling, TV PSAs, and community sessions with offline materials, ensuring reach in both urban and rural zones. We collaborated with influencers from Sindh, Punjab, and KPK, deploying localized dialects and cultural references.
The campaign revealed key psychographics:
The exodus is real. But it’s also an opportunity to build back better, from within.
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