Amidst all the economic and political challenges Pakistan faces, it has earned bragging rights for its public awareness campaigns, including the National Action Plan campaign to drive Covid-19 vaccinations and, most recently, a campaign to warn the public about the undeniable dangers of climate change. How did these government awareness campaigns succeed? Pakistan, a country of over 220 million people, has ahigh mobile phone penetration, which the government is now using to its advantage.
