The overall objective of the project was to enhance the EU's image in Pakistan as a strong partner of Pakistan. The purpose of the project was to ensure the visibility of cooperation programmes in complementarity with the messages of the EU Delegation to Pakistan, in order to enhance the image and visibility of EU as a partner of Pakistan.
The expected results to be achieved were:

• communication strategy was developed by the contractor, approved by the EU Delegation and implemented by the contractor.
• Clear EU image and messaging was established, rooted in an agreed set of overall and specific messages.
• A comprehensive and strategically sequenced communication campaign was implemented.
• Sustained links with the media were established, with improved coverage – in terms both of quantity and quality – across print, broadcast and digital media.