Internship Report

Pakistan National Heart Association

By

Name: Sheraz Ahmad

SAP ID: 35187

Supervised by:

Dr. Amir
Bachelor of Science in
International Relation
at

Riphah Institute of Public Policy

Riphah International University, Islamabad,Pakistan

Sep, 2021
 RIPHAH INTERNATIONAL UNIVERSITY, ISLAMABAD

APPROVAL SHEET

SUBMISSION OF INTERSHIP REPORT

The following statement is to be signed by the candidates ‘supervisor (s), Dean/ HOD and must be
received by the COE, prior to the dispatch of the thesis to the approved examiners.

Candidate’s Name & SAP #: Sheraz Ahmad # 35187

Program Title: Bachelor of Science in International Relation

Faculty/Department: Riphah Institute of Public Policy

Internship Title/Organization Name: Pakistan National Heart Association

I hereby certify that the above candidate’s work, including the thesis, has been completed to
my satisfaction and that the thesis is in a format and of an editorial standard recognized by the
faculty/department as appropriate for examination. The Thesis has been checked through Turnitin
for plagiarism (test report attached).

Signature (s):

Supervisor: Dr. Amir

Signature:

Date:

The undersigned certify that:

1. The candidate presented at a pre-completion seminar, an overview and synthesis of

major findings of the report, and that the report is of a standard and extent appropriate
for
 submission as a internship report.

2. I have checked the candidate’s report and its scope, format, and editorial standards are
recognized by the faculty/department as appropriate.
3. The plagiarism check has been performed. Report is attached
Signature (s):
HoD: Dr. Musab Yousafi

Signature:
Date:
 DECLARATION OF AUTHENTICATION

I certify that the Internship work presented in this report is to the best of my knowledge my
own. All sources used and any help received in the preparation of this dissertation have
been acknowledged. I hereby declare that I have not submitted this material, either in whole or
in part, for any other degree at this or any other institution.

Signature … … … … … ….
 ACCEPTANCE CERTIFICATE
Internship Report
By

SHERAZ AHMAD # 35187

A Report submitted in partial

fulfillments of the requirements for the

degree of Bachelor of Science in

International Relation

We accept this report as conforming to the required standard

Supervisor: Dr. AMIR

Organization Name: PANAH

HOD/In charge: Dr. Musab Yousufi

 DEDICATION

This report is dedicated to my parents, and teacher Dr. AMIR, great role model, and
the rest of the family, for always believing in me, inspiring me, and encouraging me
to reach higher in order to achieve my goals.
 CONTENTS

INTRODUCTION 1

1. INTRODUCTION.................................................................................................. 1

2. OVERVIW OF ORGANIZATION........................................................................ 5

2.1 Brief History............................................................................................... 6

2.2 Organizational Hierarchy Chart/ Organogram .......................................... 7

2.3 Scope of the Organization ..........................................................................8

2.4 Wings or Departments .................................................................................9

2.5 Mission & Vision of the organization ..................................................... 10

2.6 Reason for selecting the organization ........................................................11

3. PLAN OF YOUR INTERSHIP.............................................................................. 9

3.1 Brief Introduction of Your Job................................................................ 10

3.2 Starting and Ending Dates of Your Internship .......................................... 12

4. INTERSHIP WEEKLY SCHEDULE................................................................... 13

4.1 Duties and Responsibilities Performed Details ....................................... 14

4.2 Week one Responsibility & Task ............................................................. 15

4.3 Week two Responsibility & Task ............................................................. 16

4.4 Week Three Responsibility & Task .......................................................... 17

4.5 Week Four Responsibility & Task............................................................. 18

4.6 Week Five Responsibility & Task ............................................................ 19

4.7 Week Six Responsibility & Task .............................................................. 20

4.8 Week Seven Responsibility & Task........................................................... 21

5. LEARNING EXPERIENCES......................................................................................... 24
5.1 Knowledge Gained: Briefly describe the knowledge you gained ..........25
5.2 Skills Learned: Describe the skills any specific abilities .......................26
5.3 Most Challenging Task ...........................................................................27
6. Strength, Weakness, Opportunities, Threats (SWOT) Analysis (only one Page) 28
7. Conclusion and Recommendation ...................................................................... 29
8. REFERENCES......................................................................................................30
9. BIBLIOGRAPHY (if necessary) ......................................................................... 31

APPENDIXES (if used)

A. RESULTS OF SOFTWARE .................................................................... 32

B. QUESTIONNAIRE ..................................................................................33

C. Archival Resources Utilized.......................................................................34

D. Official Documents Used ......................................................................... 35

 LIST OF TABLES

TABLES

Table 1.1 Quality Concerns and Higher Education---------------------- 10

Table 2.1 Technical Education and its Importance---------------------- 12

Table 3.1 Basic Sciences and Social Sciences ---------------------------- 28

 Abbrevation
PANAH — Pakistan National Heart Association

NGO — Non-Governmental Organization

NCD — Non-Communicable Disease

CPR — Cardiopulmonary Resuscitation

WHO — World Health Organization

HEC — Higher Education Commission

CSR — Corporate Social Responsibility

SSB — Sugar-Sweetened Beverage

HI(M) — Hilal-i-Imtiaz (Military)

SI — Sitara-i-Imtiaz

T.Bt — Tamgha-e-Basalat

FCA — Fellow Chartered Accountant

RIPP — Riphah Institute of Public Policy

UNESCO — United Nations Educational, Scientific and Cultural Organization

 EXECUTIVE SUMMARY
The report describes my seven-week work at the Pakistan National Heart Association (PANAH) in the
Media and Advocacy division. PANAH is an important public health NGO in Pakistan, focused on
reducing NCDs with policy advocacy, public awareness and work with the community. I followed the
format given by Riphah International University and included a review of the company’s work, what I
did, what I learned and suggestions for further action.
Through the internship, I learned how PANAH works on public health education, campaign planning,
in-field events and policy engagement. I was involved in training sessions, awareness events, fighting
smoking and sugary drinks, conferences and free clinics. I handled getting social media communication
ready, supported online efforts, documented live events and drafted advocacy information for the public
and those involved in policies.
As a result of these roles, I learned how to write content, make digital media plans, collaborate with
teams, present in public and share policy ideas. I discovered the process involved in developing,
localizing and applying health messages on behavior and laws. I also examined matters related to people
in Pakistan drinking more sugary beverages, using tobacco products and dealing with cardiovascular
disease.
Telemedicine Generators states that PANAH benefits from its reputation, the knowledge of its leaders,
its ability to connect with the media and trust from stakeholders. Yet, the report pointed out that the
system is challenged by few staff members and being heavily dependent on aid from abroad. Health
consciousness is growing outside, while digital tools are also growing. Yet, misinformation, challenges
with policies and efforts by the industry to change rules are risks.
In essence, PANAH is an organization largely driven by a mission and with great potential to achieve
more. Some of my suggestions are to update and upgrade digital systems, have a wider range of funders,
create programs for people in undeveloped regions and put in place set performance tests. I learned how
to both study health communication in college and apply that knowledge to help the public and develop
society.
 Introduction
I worked at the Pakistan National Heart Association (PANAH)
which is a member of the growing group of public health
advocates in Pakistan. It mainly works to raise understanding,
inform people and affect policy-making to control and manage
non-communicable diseases (NCDs). In Pakistan, heart disease,
diabetes, hypertension and obesity (as NCDs) now cause more
deaths than anything else and are responsible for more than 58%
of all deaths (World Health Organization [WHO], 2023). Because
of this, non-governmental organizations (NGOs) like PANAH have stepped in to link government health
services with public recognition.

In these organizations, the media department plays an especially important role. The Public Issues Wing
helps the organization reach out to the public with information about health science in an understandable
way. Since this topic is complicated and almost half of Pakistanis struggle to learn about it, effective
health communication focused on their culture is highly necessary. To promote and share information
about healthy living, the media and advocacy group makes use of newspapers, TV shows, electronic
materials, online campaigns and face-to-face events.

Organizations usually bring this wing together with health professionals, researchers, policymakers and
journalists to maintain unity between the company’s aims and its messages. Some things often talked
about include controlling tobacco, decreasing sugar, promoting good eating and encouraging physical
activity. They are organized to educate and also to influence policymaking by mobilizing public opinion
(Nishtar, 2019). An example is that understanding the negative effects of sugar found in many beverages
has encouraged plans for sugar taxes across the country.
The department encourages advocacy with different media projects, as well as lobbying, joining hands
with government ministries and working with international partners. Using both public communication
and policy change ways, the media and advocacy team is key to the organization’s approach. Data
specialists allow complex findings to be communicated clearly which helps affect people’s actions and
the laws that govern them (Khan, 2020).
The wing has taken lead in many major initiatives introduced by PANAH, focusing on front-of-pack
labeling, establishing reputation areas and walks to raise youth awareness. The significance of the
department relies on using real facts and making messages meaningful within the social and cultural
environment. Furthermore, healthcare providers use both Urdu and regional languages which means
messages appeal to and are understood by most people in rural areas where access to formal services is
rare (Ahmad & Raza, 2021).
In general, the media and advocacy arm of Pakistan’s public health advocacy plays a key role in
teaching, mobilizing the public and driving reforms. PANAH uses advocacy to change public views and
help build national policies. With tough public health issues coming from urban growth, climate
conditions and poor lifestyles such departments have become very important for promoting health
communication and prevention strategies in the country.

Overview of the Organization

Brief History
In 1984, members of the medical profession founded PANAH which aimed to help reduce the number of
heart diseases in the country and improve cardiovascular health. A team of doctors, government officials
and health advocates originally created WHO when they realized the danger of rising NCDs, most
notably diseases of the heart. Today, PANAH is one of the top non-profit groups in the public health
sector in Pakistan. Under the Voluntary Social Welfare Agencies Ordinance, 1961, it maintains a close
relationship with the Ministry of National Health Services, Regulations and Coordination.

For a while, PANAH only held campaigns and free health camps, until the number of NCDs in Pakistan
rose, leading them to start policy advocacy, carry out research, lobby for changes in legislation and join
forces with the WHO and the NCD Alliance. In recent years, PANAH has gained a prominent role in
Mexico’s efforts to address hypertension, obesity, diabetes and heart diseases, mainly by sharing
educational information and preventive advice.

Organizational Hierarchy
1. Patron-in-Chief

• Mr. Asif Ali Zardari (President, Islamic Republic of Pakistan)

2. President

• Maj Gen Masud Ur Rehman Kiani,

(Cardio-thoracic Surgeon)
3. Secretary General / Director Operations

• Mr. Sana Ullah Ghumman

4. Senior Leadership Team

 Senior Executive Vice President

  Dr. Abdul Qayyum Awan

 Additional Executive Vice President

 Shakeel Ahmed Mirza

 Executive Vice President

 Lt Gen Azhar Rashid,

 Senior Vice Presidents

 Maj Gen Ashur Khan,

5. Vice Presidents (Functional Roles)

 Afshan Tehseen Bajwa – Vice President, Policy Advocacy

 Ijaz Akbar, FCA – Vice President, Financial Affairs

 Prof. Dr. Wajid Ali – Vice President, Research & Innovations

 Col. ® Ijaz Ahmed Raffi (Late) – Vice President, Capacity Building

 Dr. Shahnaz Hamid Mian – Vice President, Global Relations

 Sqn Ldr ® Ghulam Abbas – Vice President, Communication & Management Affairs
6. Joint Secretary

 Ch. Aneel Ahsan

The structure separates leadership at PANAH according to both how senior each person is and the field
they handle (Policy Advocacy, Finance, Research, Communications, Global Relations). It outlines the
roles of each department and demonstrates how each group supports the company’s direction.

Scope of the Organization

PANAH is active at both a national and regional level and its headquarters are in Islamabad. Its outreach
supports people living in towns and villages by making them aware of their health, helping to stop
diseases and encouraging policy reforms for good health. PANAH is involved in several important
sectors.
By organizing media activities, workshops and seminars, it focuses on health and wellness among youth,
women and underserved groups.
Promoting the development of new laws to ban smoking in workplaces, tax drinks with added sugar and
improve food labels with lawmakers and officials in the government.
Organizing health outreach, sharing educative materials and hosting walks for awareness.
Working on making different reports, articles and surveys studying patterns of NCDs and health
behaviors in Pakistan.
Partners: PANAH unites with local and international organizations, universities and health ministry
officials to boost its impact.

Wings or Departments
The organization has various wings to accomplish its set functions. These include:
1. Office for Media and Advocacy

Invents tools for speaking with people, makes informational programs, communicates with journalists
and handles social media.
2. Legal & Policy Group

Creates policy advice, supports pieces of legislation in Congress and explains laws to officials.
3. Community Wing

Offers health care visits in nearby communities, engages in community wellness activities and joins
health screening events.
4. The wing deals with research and publications work.

The department obtains information using surveys, teams up with respected learning organizations and
provides useful study materials and reports.
5. Wing for Administration & Finance

Takes care of the financial plan, employee affairs, supporter outreach and manages interactions among
staff.
6. The office responsible for youth and volunteer engagement

Works with volunteers, helps train young leaders and guides student awareness events at schools and
universities.

Mission & Vision

Vision: Hope to achieve a country where cases of preventable heart diseases are low.
Mission: To teach, inform and inspire Pakistani people, especially the youth, about the risks of heart
disease and similar non-communicable diseases, by means of informative events, rallying the
community, targeted campaigns and calling for laws that protect health.

Reason for Selecting the Organization

The reason I applied at PANAH is because of its strong reputation for advocating public health and its
effective work in keeping diseases from spreading through communication in the community. Thanks to
my enthusiasm for healthcare communication and policy, PANAH allowed me to see how media can
support both health education and policy changes in an NGO. Learning about the organization’s efforts
in tobacco, sugar and healthy lifestyle matters appealed greatly to what I hope to do in my career.

Additionally, mixing media, research and policy in PANAH gave me a well-rounded chance to learn. I
found it very compelling that the approach combines research and meeting with the public to make a
difference in both governmental laws and how the public behaves. What really helped me decide were
the friendly atmosphere and the way interns and youth are made to feel important in the organization. I
picked PANAH so that I could help with its mission and gain a clearer picture of how health-focused
NGOs work, impact society and leave a visible mark.
 Plan of my Internship
I undertook an internship in the Media and Advocacy Wing of the Pakistan National Heart
Association (PANAH) which manages the majority of the association’s communications and
outreach. The department is set to run public education on a range of health topics, starting
with non-communicable diseases, for example, heart disease, diabetes, obesity and
hypertension.

Because I am interested in health communication, public policy and media influence on public
behavior, I chose to focus my work here. In the Media and Advocacy Wing, I got
opportunities to look into how advocacy, strategic communication and community work blend
for health promotion in reality.

I officially started my internship on 9 April 20125 and ended it on 21 May 20125 after a total
of seven weeks. I contributed by assessing current awareness programs and offering original
solutions for involving the public with the organization. I learned from senior staff members
who supported me in discovering both the technical and planning aspects of health
communication.

The purpose of this internship was to prepare me for planning, writing and running public
health campaigns. This training enabled me to put my theoretical knowledge to use at work
and better see how NGOs such as PANAH assist with national health reforms and
communicate with the public.

INTERSHIP WEEKLY SCHEDULE

Week 1: Orientation and Introduction to Public Health Advocacy
When I started at PANAH, the senior team of the Media and Advocacy Wing held an
orientation for me. I learned about Pakistan’s organizational setup, its history and the
important part it has in public health advocacy. Many of the training sessions helped me grasp
the mission, main values and various programs, most of all their efforts in tackling non-
communicable diseases (NCDs).
As part of the week, participants were given lessons on using media for raising health
awareness. I reviewed PANAH’s earlier efforts such as the anti-tobacco and anti-sugary
drinks campaigns. I got to examine campaign reports, infographics and digital archives. An
explanation of the benefits of engaging locally with awareness seminars and medical camps
was presented.
At the final stage of the week, I was involved in preparing the walk and started writing drafts
for future social media content. The week ended with meeting with my supervisor to establish
what they hope to achieve and my learning targets.

Week 2: Participation in an Awareness Seminar and Social Media

Support
During my second week at PANAH, I got involved in organizing and carrying out a community event about
heart health and how to modify your lifestyle. The purpose of the seminar was to teach students and young
professionals about ways to prevent heart disease and included advice to eat less salt, stay active and avoid
smoking.
We helped make digital posters, seminar scripts and awareness materials for distribution at the event and on
PANAH’s social media platforms. Part of my job was to post promotional messages before the event and
assist with online coverage of the seminar as it happened on Facebook and Twitter. It gave me hands-on
understanding of how media is managed in real time and how online efforts work together with offline
activities.
Meanwhile, I also helped the technical team by managing the video recording and asking attendee
feedback. Based on the findings from the survey, PANAH made new media content for its audiences.
During the week, I took part in both on-site and online work which showed me how the media helps spread
grassroots knowledge about public health.

Week 3: Anti-Tobacco Campaign and Field Engagement

The campaign in week three mainly consisted of supporting PANAH’s Anti-Tobacco campaign which
hopes to decrease smoking and inform the public about how very harmful tobacco can be. Public health was
spreading the campaign in schools and community centers as well as online.
At the beginning of the week, I reviewed all PANAH’s existing content against tobacco which included
posters, videos, infographic materials and testimonials. I was tasked by my supervisor to write interests
grabbing captions for social media and suggest concepts for campaign reels targeted at youth on Instagram
and TikTok. They made it clear that people who smoke may get heart disease, diseases of the lungs and
mouth cancers.
I accompanied PANAH’s team to a city college on a Wednesday when they were conducting an anti-
tobacco session. I helped set up for events, gave out educational brochures and gathered opinions from
those taking part. In addition, I observed that they involved students in talks by using quizzes and
dramatizations.
As part of my work at the end of the week, I put together a summary of the session for the PANAH weekly
update report. Observing this process in action made me see that working directly with communities and
using media to support them boosts the results of advocacy groups.

Week 4: Awareness Walk and CPR Training Session

In the fourth week of my internship, I helped out with and covered a big awareness walk set up by PANAH
aimed at encouraging heart-healthy choices and lowering the risks of cardiovascular disease. During the
walk, school students, healthcare professionals, media representatives and civil society members joined
forces to urge others to choose better habits and be informed about prevention.
I handled many of the tasks related to pre-walk promotion, including designing banners, getting key
messages onto placards and setting up the social media updates for the event. I were involved in arranging
booths for leading conversations with pamphlets and helping at the health screening kiosks.
Healthcare professionals partnered with PANAH to run a CPR training session near the end of the week.
Anyone could volunteer or attend the session which was aimed at teaching the public the essential skills of
giving CPR. I assisted the team with participant registration, live photo and video filming and collecting
feedback from those who took part in the events.
It was particularly gratifying this week to see how large public events were organized and connected to
media stories. The awareness walk and CPR training displayed how PANAH combines practical action
with public information and training.

Week 5: Free Medical Camp and Public Outreach Support

For week five, we took part in a Free Medical Camp that PANAH organizes in a poorly served area of
Islamabad. This camp was held to supply basic health screens, educate the community about heart disease
and supply information on diet, exercise and disease prevention.
I helped the media team put together the content needed for outreach, like flyers, a location-based
WhatsApp message and social media invitations to join the event. I also worked on designing infographics
for the camp, focusing on what to watch for in heart disease and how to stay healthy.
I spent the day triaging participants, assisting doctors in organizing lines, sharing awareness materials and
collecting testimonials with the permission of area residents who benefitted from the clinic. I worked with
PANAH’s photographer to take photos at the event for reporting and media purposes after the campaign.
We were instructed to write a short story for Facebook and then use a carousel post to summarize the
volunteers, important details and testimonials from participants. I was able to see the real difference public
health work makes when supported by free help, conversations with people and regular campaigning.

Week 6: Anti-Sugary Drinks Campaign and Digital Engagement

For the sixth week of my internship, I worked on PANAH’s major Anti-Sugary Drinks Campaign to warn
people, particularly youth, about consuming too many sugary drinks. The campaign worked together with
PANAH to push for health taxes on sugary drinks in Pakistan.
I spent most of my time this week working with content and using digital tools. I helped the media team
prepare a social media plan for the following phase of the campaign. Part of my job was to prepare
interesting captions, design educational Instagram stories and study infographics detailing the relationship
between over-consuming sugary beverages and getting obesity, diabetes and heart disease.
Midweek, I worked with a senior doctor to produce a short video about the harmful nutritional effects of
drinking sugary beverages. I assisted in improving the video’s chance of being seen online by advising
subtitles, brief sections for highlighting and using suitable hashtags. We used the analytics on Facebook and
Instagram to observe engagement which offered me a chance to learn how a digital campaign does.
I also helped write a post on the PANAH website summarizing the latest rules around sugar taxes and how
beverage companies use harmful strategies in marketing. This week showed that using digital channels
effectively requires content that combines scientific sources, creative formatting and focuses on the proper
audience.

Week 7: Conference Participation and Media Documentation

In week seven of my internship, I was invited by PANAH to join a national health conference organized
with different public and private health organizations. The conference was intended to connect
policymakers, health workers, community stakeholders and journalists to share strategies for fighting NCDs
in Pakistan.
The first step in my job was to make the event’s flyers, write some speaker bios for online use and create
the main captions for the upcoming event. During PANAH, I was among the team asked to photograph,
film and record quotes for use on the organization’s online platforms. I was tasked with working together
with the official photographer and posting highlights and deepen highlights of each session on Twitter.
Taking part in panel debates with experts on tobacco tax, sugar-drink rules and nutrition education was
particularly rewarding. I gathered plenty of notes and later wrote a summary report and a post for PANAH’s
Instagram carousel.
I contributed to writing a press release that explained the main outcomes of what happened at the event. The
special communications message was checked by the senior communications officer and then provided to
national media. This week helped me see that conferences play a big role in transferring knowledge and I
learned about the media teams that make sure such occasions are broadly covered.

LEARNING EXPERIENCES
My time at PANAH during my internship made my academic learning process truly rich and
complete. For seven weeks, I experienced how media advocacy, public health communication,
outreach in the community and teamwork are used in real life. This area describes what I
understood, what abilities I gained and what my greatest challenge was during my internship.

Knowledge Gained
An important area I learned about during this internship was the way non-governmental
organizations operate within Pakistan’s healthcare system. Because of PANAH, I learned that
healthcare, communication and policy are related in the effort to fight NCDs, support
legislation and educate the community. I learned that, in places where public services do not
protect the weak, NGOs like PANAH link the public and the state.

I specifically learned about the ways that evidence-based information, media headlines and
grassroots actions help influence changes at the policy level. I realized how to set up a
campaign, what makes health-related messages acceptable to various cultures and how to use
Facebook, Twitter and Instagram to impact both public actions and political discussions.

Along with other things, I learned about key health issues in Pakistan, especially the threats of
smoking, issues caused by too much sugar, the growing problem of cardiovascular diseases
and how early diagnosis and CPR are crucial. I learned from PANAH’s efforts to educate the
public at seminars, through outreach and in camps about disease prevention.

I was able to see how rules and legal guidelines affect public health in Pakistan. I was
introduced to the Sugar-Sweetened Beverage Tax proposal, laws around tobacco, efforts in
front-of-pack food labeling and how NGOs provide ideas for health policies.

Skills Learned
I built a range of technical, social and analytical skills during my internship that will help me
in the future.

At first, I worked on learning how to communicate digitally. I learned to write about health
matters for the different social media platforms users visit. I began writing posts that people
will find interesting, easy to follow and sure to be discovered. I got used to editing pictures
digitally, researching hashtags, scheduling my content and checking on my performance.
They matter a lot now that social media is vital for advocating and getting news out there.

Next, I gained experience in handling events and doing work in the field. During walks,
training events and health camps, I helped plan the event, register participants, distribute
materials and document the action live. Thanks to these tasks, I now handle logistics,
communicate well with various people and can perform under stress.

I also gained more experience in writing and reporting. I produced social media captions,
press releases, summaries of campaigns and feedback reports. I became able to talk clearly,
succinctly and professionally and I learned to adjust the way I speak for various listeners. I
also built the habit of turning a lot of facts into visuals and short stories for content strategy.

Working with others helped me to develop more as well. Being surrounded by experts in
media, policy and healthcare pushed me to become a and provided me opportunities to work
together to achieve similar objectives. I learned how to add value to team talks and include
various viewpoints in our communication efforts.

In addition, I developed better abilities to solve problems. Having to make fast decisions was
common during fieldwork, for example, during changes in event organization or updating
communication content. These situations helped me get stronger and more confident about
facing real challenges.

Most Challenging Task

One of the most difficult things I had to do during my internship was taking part in the Anti-
Sugary Drinks Campaign, mainly by creating and preparing a video message directed at
young people. The campaign wanted to inform people about the health problems linked to
sugary beverages and call for health taxes. My role was to help the team develop a short video
showing a doctor describing the health problems that can result from too much sugar in our
diets.

There were a few reasons why this task was not simple. The first step was to make the subject
simple enough for regular people to follow, while still being accurate. We also needed to
ensure the message was appealing to look at, while still coming across as credible. Third, the
video was edited for Instagram reels, Facebook posts and YouTube and these all needed
different requirements and ways to approach audiences.

I handled making the outline for the script, proposing important health facts, joining in on the
shoot and facilitating the editing. In addition, I suggested providing Urdu subtitles to support
a bigger group of audience. I had not worked on multimedia advocacy before, so I had to
make sure I was creative and accurate at the same time.

I could finish the work thanks to the support of both my supervisor and colleagues. Many
people on PANAH platforms liked the final video and it encouraged more engagement with
the issue. Working through this experience during my internship helped me understand the
value of media, build under pressure and receive fully the challenge it presented.

STRENGTH, WEAKNESS, OPPORTUNITIES,

THREATS (SWOT)
At PANAH, I observed the work environment and the organization’s
communications with the broader public health community. According to my
findings, the SWOT analysis for PANAH will look at both its strengths and
weaknesses as an organization and its possibilities and challenges from the outside
environment involved in improving heart health and preventing non-
communicable diseases (NCDs).

Strengths
One of PANAH’s greatest strengths is its strong credibility and reputation in the
field of public health advocacy. Having been active since 1984, the organization
has built a solid foundation of trust among policymakers, civil society actors, and
the general public. Its sustained presence and partnerships with national and
international stakeholders—including the Ministry of Health, WHO, and the NCD
Alliance—give it a unique influence in policy dialogues.
Another key strength is its specialized focus on cardiovascular health and NCD
prevention. While many NGOs operate broadly across health sectors, PANAH
maintains a concentrated approach, allowing for depth in its programs and
expertise. This focus enables it to lead specific campaigns like tobacco control,
sugar taxation, and heart disease awareness with clarity and commitment.
Additionally, PANAH’s media and advocacy wing is a major asset. The
organization has successfully leveraged digital platforms, television, print media,
and community outreach to promote public health messages. Its ability to create
culturally relevant, bilingual content (in both English and Urdu) enhances its
accessibility and reach across different demographics.
The organizational culture is another strength—PANAH fosters a collaborative
and mission-driven environment that encourages innovation and youth
engagement. As an intern, I found the staff to be knowledgeable, supportive, and
open to new ideas.

Weaknesses
Even though PANAH effectively handles most tasks, some processes inside it
may interfere with its full success. Having such a wide list of tasks makes it hard
for the IAMC LDBM, as its team is not big enough. Because public health
advocacy is growing, the central team usually has to handle more responsibilities,
leading to the work being done at the wrong time.
Another problem for us is that our farming is mostly done using traditional ways.
Even though PANAH is active on social media, adding trackers, promotional ads
tailored for different groups and languages used by rural people and youngsters
would help it achieve larger impact.
In addition, because much of the organization’s functions rely on project funding,
a number of programs might become less stable over time. Since its source of
money is unsure, the charity depends on external sponsors and alters its plans at
times.

Opportunities
There is an increasing level of knowledge about health issues and NCDs among
the public in the socio-political system PANAH works in. This allows the
organization to grow its activities and make a bigger effect. Preventive healthcare,
campaigns headed by young people and digital health knowledge are trends
PANAH can make use of.
Rising use of digital technology in Pakistan creates more chances for everyone.
Increased visibility for PANAH can be achieved through e-health tools, creating
phone apps for awareness and organizing online activities for engagement.
Certain moments in the legislative calendar are also times for action. Because the
government is focusing on improvements in health taxes and tobacco rules,
PANAH is able to actively help by providing research, working with others and
supporting lobbying. The current connections with decision-makers help
strengthen its power.

Threats
Regardless of its success, PANAH is threatened by a range of outside issues.
Among the main worries is opposition from big tobacco and beverage industries.
All too often, these entities are against important health regulations, share
inaccurate information and persuade policymakers not to pass reforms PANAH
supports.
There is also a danger since the political and regulatory landscape in Pakistan can
change unexpectedly. When priorities in government, complicated regulations and
not having proper enforcement change, advocacy can be less effective.
More fake health news spreading across social media makes it harder for
evidence-based information by PANAH to reach its audience. Uncorroborated
messages and false claims on health can reduce the trust people have in science-
based public health campaigns.
Issues related to available resources and the economy in the country discourage
donor giving which could make it harder for PANAH to add or maintain its
projects.

Conclusion
PANAH is a distinguished body in the non-government sector that is very important for public
health in Pakistan. Following my close observations during the internship and after the SWOT
analysis, I can see that PANAH has a central role in fighting NCDs, especially diseases like
cardiovascular conditions, obesity, diabetes and diseases related to tobacco.
Since it began in 1984, PANAH has built up a strong reputation and track record for
promoting public health awareness and prevention. Because it works intensively, it can focus
on learning about specific health topics. Unlike many other health-focused NGOs, all the
media-related work this organization does, its use of a cultural, language-friendly approach
and its capacity to reach out to and involve lawmakers help it stand out. Its staff’s dedication
can be seen through the CPR courses, awareness marches and large public efforts against
tobacco and sugary drinks.
Still, my research pointed out some limitations inside the organization. Because the staff is
small and often takes on many jobs, PANAH may not achieve its full potential in the long run.
The fact that several programs depend only on donor funds means the continuity of those
programs can be unpredictable. In addition, enhancing its digital systems through enhanced
analytics, stronger video involvement and more content in other languages could serve
neglected areas even better.
On the outside, PANAH is full of potential opportunities. As Pakistani people adopt healthier
habits, have more access to technology and health rules evolve, the country has opportunities
to innovate and grow. While healthy eating campaigns can be successful, they still have to
deal with strong corporate challenges, political risks and misleading information online.
All in all, PANAH is driven by their mission and helps society by building a good base in
preventive healthcare education. Attention to its own weaknesses, advancements in
technology and enough funds to cover future costs will help PANAH build on its role in
public health advocacy across Pakistan.

Recommendations
After completing my internship and using observation and SWOT analysis, I offer these tips
to assist PANAH in becoming more impactful and successful over time:

Extend the Resource Capabilities of the Organization

I found that a major challenge was that a few key staff managed many different tasks. In
order to solve this problem, PANAH should recruit people who are skilled in social media
analysis, planning campaigns, producing policy statements and organizing events. Getting
more help by employing new staff or creating volunteer positions ensures the work is
shared, results are better and your team members enjoy more time off.

Use cutting-edge digital software

It seems to me that tracking its digital campaigns more carefully would greatly help
PANAH. My recommendation is to make use of Meta Business Suite, Hootsuite or Google
Analytics to track engagement, your reach and what your audience does. Also, the use of
short films, live broadcasting and adding polls, quizzes and online Q&As to content can help
PANAH communicate with youth more effectively.

Evaluate how to bring in funds from multiple sources and put them into
motion using sustainability plans
Because funding is provided for individual projects, PANAH cannot support long-term
initiatives. The group may want to try getting support from business partners via CSR,
raising funds through online campaigns, working as health advisers or building workshops
for students in schools and colleges. It would be helpful if an institution hires a professional
who can permanently oversee and lead fundraising efforts.
Build a Strategic Misinformation Response Plan
Health misinformation is a growing threat to evidence-based advocacy. PANAH should consider
creating a rapid-response communication team or protocol that monitors misleading health claims
circulating online. This team could publish short counter-narratives, use fact-checking partnerships,
and engage medical professionals to address public confusion effectively and preserve PANAH’s
credibility.

Strengthen Outreach to Underserved Regions

While PANAH is effective in urban awareness, rural outreach can be improved. I recommend
building local ambassador programs in underserved areas by training health volunteers or
schoolteachers who can run small awareness sessions using simplified materials. PANAH can also
translate its key materials into more regional languages to increase accessibility.

Develop a Long-Term Strategic Communication Plan

Based on my experience in the Media and Advocacy Wing, I recommend that PANAH create a
formal communication strategy outlining campaign goals, timelines, key messages, target audiences,
and performance indicators. Such a plan would ensure consistency, reduce redundancy, and provide
direction for both internal staff and external partners.

Institutionalize Learning and Reflection

Lastly, I suggest establishing a structured review mechanism after each major campaign or event.
Debriefing meetings, internal evaluation reports, and feedback forms for both staff and participants
can help identify strengths and areas for improvement, encouraging a culture of learning and
continuous development.

References & Sources

1. Ahmad, S., & Raza, M. (2021). Health communication strategies in low-literacy
settings: A review of Pakistani health NGOs. Journal of Community Health, 46(3),
412–420. https://doi.org/10.1007/s10900-020-00856-0

2. Khan, T. M. (2020). Media as a tool for health policy reform: A case study of
tobacco control in Pakistan. Health Promotion International, 35(4), 876–884.
https://doi.org/10.1093/heapro/daz113

3. Nishtar, S. (2019). Preventing non-communicable diseases in Pakistan: The role of

civil society and NGOs. The Lancet Global Health, 7(2), e196–e197.
https://doi.org/10.1016/S2214-109X(18)30545-0

4. UNESCO. (2022). Pakistan education statistics 2021–2022. UNESCO Institute for

Statistics. https://uis.unesco.org/
5. World Health Organization (WHO). (2023). Noncommunicable diseases country
profile: Pakistan. https://www.who.int/publications/i/item/9789240078803

6. Pakistan National Heart Association (PANAH). (2024). Official website. Retrieved

from: https://panah.org.pk/

7. Pakistan National Heart Association. (n.d.). About PANAH. Retrieved April 2025,
from https://panah.org.pk/about-us/

8. Pakistan National Heart Association. (n.d.). PANAH campaigns. Retrieved April

2025, from https://panah.org.pk/awareness-campaigns/

9. PANAH social media platforms (Facebook, Twitter, Instagram). Used to observe

digital content strategies, post formats, event updates, and messaging styles.

10. Riphah Institute of Public Policy. (n.d.). Internship report guidelines. Internal
document provided for student reporting.