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

June, 2025
 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
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.
 Table Of Content
Abbrevations..................................................................................................................................8
Executive Summary.......................................................................................................................8
1. Introduction.............................................................................................................................9
2. Overview of the Organization................................................................................................10
2.1 Brief History........................................................................................................................11
2.2 Organizational Hierarchy....................................................................................................11
2.3 Scope of the Organization..................................................................................................12
2.4 Wings or Departments........................................................................................................12
2.4.1 Office for Media and Advocacy....................................................................................12
2.4.2 Legal & Policy Group...................................................................................................12
2.4.3 Community Wing.........................................................................................................12
2.4.4 Research Wing............................................................................................................12
2.4.5 Administration Wing.....................................................................................................12
2.4.6 Training Wing...............................................................................................................13
2.5 Mission & Vision.................................................................................................................13
2.5.1 Vision:......................................................................................................................13
2.5.2 Mission:....................................................................................................................13
2.6 Reason for Selecting the Organization...............................................................................13
3. Plan of my Internship............................................................................................................13
4. Internship Weekly Schedule.................................................................................................14
4.1 Duties and Responsibilities Performed Details..................................................................14
4.2 Week 1: Orientation and Introduction to Public Health Advocacy......................................14
4.3 Week 2: Participation in an Awareness Seminar and Social Media Support.....................15
4.4 Week 3: Anti-Tobacco Campaign and Field Engagement.................................................15
4.5 Week 4: Awareness Walk and CPR Training Session.......................................................15
4.6 Week 5: Free Medical Camp and Public Outreach Support..............................................16
4.7 Week 6: Anti-Sugary Drinks Campaign and Digital Engagement......................................16
4.8 Week 7: Conference Participation and Media Documentation...........................................16
5. Learning Experience.............................................................................................................17
5.1 Knowledge Gained.............................................................................................................17
5.2 Skills Learned.....................................................................................................................18
5.3 Most Challenging Task.......................................................................................................18
6. STRENGTH, WEAKNESS, OPPORTUNITIES, THREATS (SWOT)...................................19
6.1 Strengths............................................................................................................................19
6.2 Weaknesses.......................................................................................................................20
6.3 Opportunities......................................................................................................................20
6.4 Threats...............................................................................................................................20
7. Conclusion............................................................................................................................21
8. Recommendations...................................................................................................................22
 8.1 Extend the Resource Capabilities of the Organization...................................................22
8.2 Use cutting-edge digital software...................................................................................22
8.3 Evaluate how to bring in funds from multiple sources and put them into motion using
sustainability plans................................................................................................................22
8.4 Build a Strategic Misinformation Response Plan...........................................................22
8.5 Strengthen Outreach to Underserved Regions..............................................................23
8.6 Develop a Long-Term Strategic Communication Plan...................................................23
8.7 Institutionalize Learning and Reflection..........................................................................23
9. References & Sources.............................................................................................................23
 Abbrevations
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.
 1.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.

2.Overview of the Organization

2.1 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.

2.2 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.

2.3 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.

2.4 Wings or Departments

The organization has various wings to accomplish its set functions. These include:

2.4.1 Office for Media and Advocacy

Invents tools for speaking with people, makes informational programs, communicates with
journalists and handles social media.

2.4.2 Legal & Policy Group

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

2.4.3 Community Wing

Offers health care visits in nearby communities, engages in community wellness activities and
joins health screening events.

2.4.4 Research Wing

The department obtains information using surveys, teams up with respected learning
organizations and provides useful study materials and reports.

2.4.5 Administration Wing

Takes care of the financial plan, employee affairs, supporter outreach and manages
interactions among staff.

2.4.6 Training Wing

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

2.5 Mission & Vision

2.5.1 Vision: Hope to achieve a country where cases of preventable heart diseases are low.

2.5.2 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.

2.6 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.

3. 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 2025 and ended it on 21 May 2025 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.
 4. Internship Weekly Schedule
4.1 Duties and Responsibilities Performed Details
For these seven weeks, I got involved in each part of PANAH’s Media & Advocacy work. At
the start, I studied how the organization communicates with the public to change policies and
behaviors. I started the job by planning social media posts and moved on to making custom
campaign materials for people who use internet as well as those who do not.
As part of my fieldwork, I coordinated with volunteers, smoothed the movement of
participants at free medical camps, and took care of CPR classes to provide the best
information and support to everyone. I developed my skills in making it simple to understand
complex health materials, by using brochures, infographics, and short videos, focusing on
both the culture and the language of our patients, including Urdu subtitles.
When I took on additional duties, I managed strategy meetings for digital campaigns and
checked the metrics to enhance how many people participated in the campaigns. In addition, I
helped produce a video clip on sugary drink taxation and gave suggestions on our hashtag
approach, gaining more knowledge about multimedia activism when there is not much time.

4.2 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.
 4.3 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.

4.4 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.

4.5 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.

4.6 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.

4.7 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.

4.8 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.

5. Learning Experience
Being at PANAH as an intern gave me a fulfilling and rounded experience with my studies.
For more than a month, I was able to see how media advocacy, public health communication,
outreach in the community, and teamwork are applied in reality. It covers what I learned, what
I developed and what tough situation I faced during my internship.

5.1 Knowledge Gained

A valuable aspect I gained knowledge about during the internship was how non-governmental
organizations help in Pakistan’s healthcare. After PANAH, I realized that healthcare, ways of
communication and policy work together to confront NCDs, propose laws and teach the
community. I found out that, where the weak go unprotected by the state, NGOs such as
PANAH serve as the link between people and official bodies.

I gained information about how research, news and people’s actions contribute to policy
changes. I discovered how to organize a campaign, what kind of health messages would be
appropriate for many cultures, and how I could use Facebook, Twitter and Instagram to bring
about changes in public actions and political talks.
Apart from other things, I learned that having a healthy life in Pakistan means avoiding the
effects of cigarettes, controlling your sugar intake, avoiding heart disease, and a quick call for
CPR can save lives. I witnessed the public getting information about disease prevention at
PANAH’s seminars, outreaches, and in camps.

I understood how public health is impacted by the rules and laws made for Pakistan. I found
out about a Sugar-Sweetened Beverage Tax proposal, laws regarding tobacco, efforts in front-
of-pack labeling and how NGOs develop suggestions for health policies.

5.2 Skills Learned

I developed many skills in technology, human interaction and analysis during my internship
that will serve me better in the future.

When I first used technology, I focused on learning how to talk online with someone. I gained
experience in writing information on health for all kinds of social media users. I started
composing posts that are fun to read, understandable and have a high chance of being spotted.
I learned to edit my photos using software, find the right hashtags, set up my posts for release,
and see how I am doing. They matter significantly since social media plays a key role in
advocating and spreading news.

I next strengthened my experience by handling events and working in the field. When we held
walks, training sessions or health camps, I participated by planning the occasion, enrolling
participants, providing materials, and recording the event real time. Because of these lessons,
I now take care of logistical work, communicate with many different people, and perform
successfully when stressed.

I was able to increase my knowledge of writing and reporting. I developed social media
headlines, press statements, summaries of our campaigns, and written reports of the feedback
we got. Talking with friends allowed me to be clear and organized in what I say and to change
my speech style for various listeners. I started making many facts into visuals and short
stories to plan my content strategy.

Learning from different people was important for me. Being part of a community of people
experienced in media, policy, and health care encouraged me to join in and collaborate with
them for the same objectives. I discovered how to bring useful ideas to team discussions and
make sure everyone’s views are part of what we say.

Besides, I became better at tackling challenges and solving them. A big part of fieldwork
involved fast decisions, especially when there were changes in how events were planned or
how reports were shared.
5.3 Most Challenging Task
It was quite challenging for me to be part of the Anti-Sugary Drinks Campaign, especially by
filming and preparing a video that would appeal to young people. The aim of the campaign
was to reveal how sugary drinks can harm people’s health and encourage the idea of adding
taxes to them. My task was to assist the team in creating a video featuring a doctor who talks
about the health risks caused by plenty of sugar in our diets.

There were some challenges that made this task hard. I started by making the subject
understandable to any person, yet making sure that everything I said was right. It was
necessary to make the message aesthetically appealing yet still look trustworthy. In addition,
the video was edited for use on Instagram reels, Facebook and YouTube, and each platform
required its own way of reaching the audience.

For our documentary, I took care of designing the script, picked out the health messages, went
to the shoot, and helped with the editing. I also encouraged subtitling the movie in Urdu to
reach out to more people who prefer Urdu subtitles. As it was my first time doing multimedia
advocacy, I always tried to be unique and at the same time, accurate.

I was able to complete the work because of help from both my supervisor and colleagues. A
lot of people enjoyed the final video and it motivated them to interact more with the issue.
Experiencing this during my internship taught me how to use media, work well under
pressure and meet the full challenge set before me.

6. STRENGTH, WEAKNESS, OPPORTUNITIES,

THREATS (SWOT)
I was able to identify the workplace environment and the organization’s links with
other groups involved in public health. Using the SWOT analysis, I believe that
we should examine PANAH’s strengths, weaknesses, what it can do, and what
difficulties it may face in order to improve heart health and stop NCDs.

6.1 Strengths
PANAH is respected and well regarded in the field of promoting health issues for
the public. The organization’s influence among policymakers, civil society, and
the general public has developed over the years since 1984. Being around for
many years and having connections with the Ministry of Health, WHO, and the
NCD Alliance, it has a distinctive impact on policy talks.

A further advantage is that the field concentrates on the heart and NCD
prevention. Although various NGOs work in many health sectors, PANAH
focuses on one area so their work and experience are strong in that field. As a
result, WHO can launch particular campaigns such as tobacco control, sugar-
based taxation, and heart disease awareness clearly and strongly.

In addition, PANAH’s activities in the media and advocacy areas play an

important role. To inform the public about health, the organization makes use of
digital technologies, television, newspapers, and community activities. Since it
includes both English and Urdu content, the media can appeal to more people in
different areas.

Furthermore, the organization’s culture supports teamwork, shared goals, and new
ideas while giving young people a chance to participate. While acting as an intern,
I discovered that the staff was highly knowledgeable, always supported me, and
was open to hearing my ideas.

6.2 Weaknesses
Even though it is very useful, some internal aspects might affect how well
PANAH works. Since there are many tasks in this area, the IAMC LDBM’s team
often feels challenged due to its size. Since there is more demand for public health
advocacy, the core team repeats this cycle as they end up handling extra tasks and
few responsibilities.

An additional complication for us is that farming is mostly carried out with

traditional methods. If PANAH makes use of different ads and trackers on social
media, it will reach more rural people and youngsters.

Because most of the organization’s activities are funded by projects, there is a risk
that several programs could become less secure. Since the charity doesn’t always
know where its funds will come from, it counts on external donors and changes its
plans at points.

6.3 Opportunities
More and more people in the social and political system where PANAH operates
now have knowledge about health issues and NCDs. Thanks to this, the
organization can increase the things it does and have a bigger impact. PANAH
should try using trends such as preventive healthcare, activities ran by youth, and
the idea of digital health.

Enhanced use of digital devices in Pakistan gives people more opportunities. E-

health tools, the design of apps, and online events can increase the public’s
knowledge of PANAH.

Certain times during the legislative calendar are meant for making changes. The
government’s efforts to adjust health taxes and reduce tobacco use contribute to
the good work done by PANAH, who is able to give research, join initiatives and
enhance lobbying. Links with high-level decision-makers assist in boosting the
power of the government.

6.4 Threats
No matter how well PANAH does, it has to face a number of threats from outside.
A big tobacco and beverage industry is one of the major causes for concern. Quite
often, these organizations do not obey essential health regulations, misinform
people, and stop policymakers from passing reforms PANAH cares about.

There is a danger because the political and regulatory situation in Pakistan may
change without notice. If government priorities alter, regulations are difficult to
follow, and no one enforces them, advocacy might fail to accomplish its goals.

The surge of fake news related to health on social networks prevents people from
finding the truthful information provided by PANAH. Messages that are not
verified and false information about health may make people doubt science-based
public health campaigns.

A lack of resources and challenges in the economy in the country may reduce
donor contributions, which could obstruct PANAH’s plans for more projects.

7. Conclusion
PANAH is an important organization in the non-government arena that helps improve public
health in Pakistan. PANAH appears to be a key organization in addressing NCDs, especially
those related to heart disease, being overweight, diabetes and tobacco.
Since it started in 1984, PANAH has gained a good reputation and proven success in
increasing public awareness of health issues. Since it works very quickly, it allows students to
learn more about concrete topics in health. This NGO is special among other health-centered
NGOs, as it does all its media work, uses cultural and language strategies, and connects with
government officials. We can see how committed Public Health staff is from the CPR courses,
walks to bring attention to health, and big campaigns against tobacco and sweetened
beverages.
At the same time, my study showed that the organization still had some areas that could be
better handled. Since there are only a few staff members and each one handles many tasks,
reaching PANAH’s true potential could be a problem. It’s uncertain whether certain programs
will continue since most of their funding comes from donors. Besides, the company could
reach more people in neglected areas by improving digital analysis, including more videos,
and adding content in other languages.
From the outside, PANAH looks like it has many opportunities to offer. As people in Pakistan
begin to eat better, embrace technology, and observe new health rules, the country has chances
to come up with innovations and develop further. Even though healthy eating campaigns
achieve important results, they continuously encounter serious challenges from large
companies, politicians, and incorrect details found online.
All things considered, PANAH’s mission pushes them to assist society by educating people
about prevention in healthcare. Once it recognizes problems within the organization, updates
its technology, and has enough resources for its future activities, PANAH will further support
public health advocacy in Pakistan.

8. Recommendations
After having an internship and conducting SWOT analysis, I am offering the following tips
to assist PANAH in achieving better results as time goes by:

8.1 Extend the Resource Capabilities of the Organization

I found out that a main challenge was that some key staff handled a wide range of tasks at
once. PANAH should therefore hire staff who can analyze social media, make campaign
plans, draft policies, and organize various events. Bringing in more employees or
establishing volunteer positions ensures that work is divided, the results are improved, and
your team gets extra breaks.

8.2 Use cutting-edge digital software

I think watching over its digital strategies closer would highly benefit PANAH. You should
use Meta Business Suite, Hootsuite, or Google Analytics to observe your engagement and
watch your audience’s actions. In addition, creating short movies, going online with live
content, and including surveys, tests and question-and-answer sessions can make it simpler
for PANAH to discuss important issues with youth.

8.3 Evaluate how to bring in funds from multiple sources and put them into
motion using sustainability plans
Since money is assigned to particular projects, PANAH cannot fund programs meant for the
long term. They could ask business partners to join them through corporate social
responsibility, hold online fundraising events, train as health advisers, or build health
workshops for students in universities and colleges. It would make a difference if there is
someone continually overseeing and leading the institution’s fundraising work.
8.4 Build a Strategic Misinformation Response Plan
Health misinformation is becoming a bigger challenge to people who use facts for advocacy.
PANAH ought to think about forming a communication team or system to keep an eye on false
health-related claims on the internet. The team could write brief opposing stories, cooperate with
fact-checkers, and involve experts from the medical field to guide and educate the public, saving
PANAH’s reputation.

8.5 Strengthen Outreach to Underserved Regions

Although PANAH works well in informing cities, it can reach more people in rural areas. I advise
starting local ambassador programs in poorer communities by educating and empowering
schoolteachers and volunteers who can give quick information sessions to people using simple tools.
PANAH can also make its important documents available in further regional languages to reach
more people.

8.6 Develop a Long-Term Strategic Communication Plan

In my view, PANAH should draw up a communication strategy showing clear goals, timeframes,
main messages, whom the campaign targets, and how the results will be measured. A plan like this
would make things more consistent, reduce the chance of repeating work, and offer direction to staff
within the company and to partners outside.

8.7 Institutionalize Learning and Reflection

It is important to set up a formal review process after ending every main campaign or event. Feedback from
meetings, in-house reports, and forms for both employees and participants make it possible to find out
strong points and places for enhancement, which supports a continued learning approach.

9. 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.