Climate Asia is the world’s largest study of people's everyday
experience of climate change. The project surveyed 33,500 people across
7 Asian countries, including 4128 households and 17 opinion-formers and
experts in Pakistan. Sixteen focus group discussions and 5 community
assessments were also conducted across the country.
The research was conducted from March 2012 to January 2013 across
Pakistan, including the nationally representative survey conducted
during July and August 2012.
This report (in English and Urdu) presents the findings from Pakistan.
It explores how people live and deal with environmental and resource
changes in order to understand their communication needs and help them
respond to changes in climate.
The first section highlights people's perceptions that life has
worsened and that the availability of resources has decreased while
inflation has increased. Section 2 contains statistics on people's
perceptions of changes in climate, including temperature, rainfall and
extreme weather events, as well as their knowledge and understanding of
climate change. It also highlights views on government and overall trust
In sections 3 and 4, the report details how people are responding to
change and the factors that enable and constrain response. This includes
how informed they feel and the extent to which they are engaged in their
Section 5 highlights how different stakeholders can use these insights
to craft communication that supports people to respond to changes in
Section 6 includes an analysis of segments – groups derived through
analysis of Climate Asia data that can be used to help stakeholders
understand people’s needs – as well as to identify communication
opportunities to enable effective action.
Section 7 focuses on people’s preferences for particular types of
information, the formats in which it is presented and channels of
delivery. It also contains new statistics on Pakistani people’s use of
Section 8 provides further guidance for stakeholders looking to
communicate with people by describing three examples of priority
audiences – women, farmers and young people. The specific communication
needs of these audiences are then highlighted by utilising the segments
from section 6 and other Climate Asia data.
The report concludes by highlighting how the information, insight and
tools generated by the Climate Asia project can be used to communicate
with other audiences.
Khadija Zaheer; Colom, A. Pakistan: How the people of Pakistan live with climate change and what communication can do. BBC Media Action, London, USA (2013) 88 pp.