Pakistan: How the people of Pakistan live with climate change and what communication can do


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 institutions.

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 community.

Section 5 highlights how different stakeholders can use these insights to craft communication that supports people to respond to changes in climate.

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 different media.

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.

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