Introduction: Unifying Education Through the Single National Curriculum

The Single National Curriculum (SNC) is a landmark initiative by the Government of Pakistan aimed at revolutionizing the country’s education system. The core vision of SNC is to establish one unified system of education that transcends socio-economic and regional divides by standardizing the curriculum, medium of instruction, and assessment methods across all provinces and educational boards.

This initiative seeks to ensure that every child in Pakistan-regardless of their background-has access to high-quality, equitable education that fosters national cohesion and prepares students for future challenges. The SNC is developed collaboratively with input from federal and provincial governments, religious councils, and various educational stakeholders, reflecting a comprehensive and inclusive approach.

The Challenge: Building Awareness and Positive Public Sentiment Nationwide

Despite the noble objectives, the rollout of the SNC faced significant communication and perception challenges:

• Diverse Stakeholder Landscape: The initiative needed to resonate with a broad and demographically varied audience, including government officials, educators, parents, students, and religious groups, each with unique concerns and expectations.
• Complex Messaging: Explaining the intricacies of the SNC-its benefits, structure, and implementation-required clear, consistent, and culturally sensitive communication.
• Public Skepticism and Propaganda: The initiative was subject to misinformation and resistance from certain quarters, which threatened to undermine public confidence and acceptance.
• Social Media Overhaul: The SNC team was overwhelmed by the rapidly evolving social media environment and struggled to create a cohesive digital strategy that could effectively engage and inform the public.

The Government of Pakistan entrusted The Squarepeg with the critical task of developing and executing a comprehensive awareness campaign that would not only educate but also build trust and enthusiasm for the SNC across the nation.

Strategic Approach: Aligning Vision with Impactful Storytelling

The Squarepeg devised a multi-pronged strategy focused on strategy alignment, narrative building, and brand sentiment management. The key pillars of the approach included:

1. Strategy Alignment and Stakeholder Engagement

• Conducted extensive brainstorming sessions and in-person workshops with SNC leadership to deeply understand the initiative’s goals, challenges, and audience nuances.
• Developed a unified messaging framework that aligned with the SNC’s mission of inclusivity, quality, and national unity.

2. Narrative Building and Content Development

• Crafted compelling, research-backed scripts and content tailored for diverse platforms and audiences.
• Created educational and awareness content that simplified complex concepts while highlighting the transformative impact of the SNC.
• Developed press releases and media kits to ensure consistent messaging across traditional and digital media.

3. Brand Image Creation and Monitoring

• Designed a cohesive visual identity for SNC’s digital and offline presence, including logos, color schemes, and thematic branding elements.
• Established a system for monitoring public sentiment and countering misinformation proactively through timely and factual communication.

4. Influencer and Community Outreach

• Identified and engaged key influencers, educators, and community leaders to amplify positive messaging.
• Facilitated dialogues and events that encouraged public participation and feedback.

Execution: Bringing the Single National Curriculum to Life

The Squarepeg’s execution strategy was hands-on, creative, and adaptive to the dynamic needs of the campaign:

Event Branding and On-Ground Activation

• Covered major SNC symposiums and conferences in Islamabad and other cities with professional videography and photography to document and promote the initiative.
• Developed thematic branding materials including standees, backdrops, media walls, and photo booths that visually communicated the SNC’s core messages.
• Innovated with activity-based branding walls, such as a large Pakistani map signed by conference participants, symbolizing national unity and collective commitment to education reform. This interactive element was widely praised and helped foster a sense of ownership among stakeholders.

Digital and Social Media Campaigns

• Managed SNC’s social media presence with a focus on engagement, education, and positive sentiment.
• Created and published research-intensive digital content, including videos, animations, infographics, and posts that explained the SNC’s benefits and progress.
• Responded to misinformation and negative narratives with factual, respectful, and transparent communication strategies.

Public Relations and Media Outreach

• Drafted and distributed press releases for all major events and milestones, securing coverage in leading national newspapers and media outlets.
• Coordinated interviews and media appearances for SNC representatives to build credibility and visibility.

Results: Establishing Nationwide Awareness and Positive Brand Sentiment

The Squarepeg’s comprehensive campaign yielded significant and measurable results:

• Nationwide Awareness: The SNC initiative gained widespread recognition and understanding across Pakistan’s diverse population segments.
• Positive Public Sentiment: Through consistent, transparent communication, the campaign successfully countered misinformation and built trust among parents, educators, and policymakers.
• Engagement and Participation: Interactive branding activities and events fostered a sense of community involvement and ownership of the SNC vision.
• Media Coverage: Extensive and favorable media coverage amplified the initiative’s reach and reinforced its importance.
• Client Satisfaction: The SNC leadership lauded The Squarepeg’s creativity, professionalism, and strategic insight, noting that the videos, animations, graphics, and event branding were instrumental in shaping the initiative’s public image.

Conclusion: A Model for Educational Reform Communication

The Single National Curriculum represents a bold step towards educational equality in Pakistan. The Squarepeg’s partnership with the Government of Pakistan demonstrates how strategic communication, creative branding, and stakeholder engagement can overcome complex challenges and foster nationwide support for transformative initiatives.

This case underscores the power of integrated marketing communications in public sector projects, especially those requiring broad consensus and cultural sensitivity. By aligning messaging with mission and leveraging innovative engagement tools, The Squarepeg helped the SNC not only inform but inspire a nation.

If you would like to learn more about The Squarepeg’s work on the Single National Curriculum or explore how we can help your organization with strategic branding and awareness campaigns, please visit The Squarepeg.