Communications Advisor

1. Technical Context

UK-Pakistan Serious Crime and Law Enforcement (UPSCALE)-2 programme is an UK Government-funded programme designed to help tackle cross-border crime that undermine the security and prosperity of the UK and Pakistan. UK-Pakistan Cooperation on Serious Crime and Law Enforcement Project Phase-2 (UPSCALE2), which will run for 12 months from April 2025-March 2026. This phase continues our critical mission of enhancing protection for vulnerable communities through improved systems and reduced threats, building upon the remarkable achievements of our previous project phase.

The aim of the project is to deliver meaningful and measurable results in the tackling of cross border crime, building systems and institutional capability that provide a sustainable foundation for the operational effectiveness of relevant UK and Pakistan agencies.

2. Background

UPSCALE requires services of a skilled communications adviser to design and deliver communications campaigns, raise profile through communication products within the counterparts and stakeholders as well as for internal communications for UPSCALE at Adam Smith International (ASI) and the British High Commission (BHC).

The Comms Advisor is to provide high-level guidance, strategic planning, and quality assurance (QA) for its communications outputs. The advisor will play a critical role in defining UPSCALE's communication strategy, ensuring alignment with BHC and ASI guidelines, and effectively positioning the program for visibility, credibility, and legacy. This role is essential for shaping UPSCALE's narrative, overseeing communications implementation, and enhancing the quality and impact of messages tailored to diverse stakeholders.

3. Purpose of engagement

1. Develop overarching Communication Strategy and Plan including outlines, protocols, and action plans to guide a communication campaign and visibility activities for UPSCALE and designated government agencies on initiatives under all workstreams.
2. Support implementation of the Communication Strategy and Plan by developing key messages, talking points, audio-visual content etc.
3. Providing convening support for key communication events such as round table conferences, seminars and engagement or advocacy sessions.
4. Support development, delivery and measurement of key communication outputs, including those related to community outreach activities and public access to information via websites, seminars, webinars, knowledge products and social media platforms.

4. Tasks

Communications Strategy and Plan

• Conduct a review of existing communications outputs, UPSCALE's activities, and BHC and ASI communications guidelines.
• Assess UPSCALE's communications needs and ambitions, incorporating insights from programme objectives and team/stakeholder requirements.

Design a clear and concise communications strategy for the UPSCALE program in line with its activities and workstream focus.

• Develop a strategic communications plan that defines UPSCALE's narrative, key messages, and targeted approaches for diverse audiences, including BHC, ASI, government counterparts, and development stakeholders.

Communication Events and Products

1. Design, coordinate and support the hosting of UPSCALE events.
2. The following tasks are to be conducted for the events:

• Finalise event design (including sequence of event, visual identities, banners, standees, promotional materials).
• Outreach to ensure participation from stakeholders including invitations to media personnel.
• Design bilingual communication products (posts, articles, blogs, infographics, videos) for pre-event and post-event awareness including materials for all social media (Facebook, Twitter, Instagram, TikTok etc), digital media (email outreach, counterpart websites, online news portals, TV interviews, public service announcements), print media (press releases) and radio.
• Guide and support event coverage.
• Follow-up with partners and vendors engaged for activities relevant to communication and advocacy of the SOR.
• Ensure maximum outreach of communications products, and promote engagement and information exchange with the British High Commission (BHC) to leverage visibility.
• Track and update on analytics and value for money of communications products.
• Design at least 3 impact-based success stories with infographics featuring participants (government reform champions, trainees etc) to highlight programme successes.

Other Tasks

• Provide similar ongoing communication support to other UPSCALE work streams through the following:
• Provide expert guidance on the most effective communication channels for different workstreams, messages and audiences.
• Recommend the optimal frequency of postings to maintain engagement without overwhelming the audience.
• Assist in defining specific target audiences for each communication effort and tailor messages accordingly.
• Develop detailed timelines and budget estimates for all communication activities.
• Provide ongoing Graphics Design and Creative support in terms of creative briefs and ideation, keep a close follow-up with partners and vendors engaged for activities relevant to communication and advocacy.
• Monitor and evaluate the impact of communication efforts through metrics such as engagement rates, reach, and feedback.
• Ensure maximum outreach of communications products and promote engagement and information exchange with the British High Commission (BHC) to leverage visibility.
• Design at least 1 impact-based success stories per month with infographics featuring participants (government reform champions, trainees etc) to highlight programme successes for workstreams.
• Adjust strategies as needed based on evaluation results to continuously improve awareness and engagement.

5. Qualifications and experience

• Minimum of 10 years of post-Master's relevant experience at the national or international level in communication, journalism, social media management or other related domains.
• Experience in leadership roles managing communication for international development organizations at the national or international levels.
• Demonstrated experience in strategizing for communications and relationship management with key stakeholders.
• Experience in developing and running communications strategies and plans targeting multiple stakeholders, goals and media.
• Ability to work independently and meeting tight deadlines. Excellent written and oral skills in English.

6. Location of Position

The position is based in Islamabad with travel required to other areas of Pakistan.

7. Duration of the Contract

84 days from May 2025 till April 2026.