UK-Pakistan Serious Crime and Law Enforcement (UPSCALE) Programme

OVERVIEW

The UPSCALE Programme, funded by the UK Government, addresses critical cross-border crimes that threaten national and regional security, with a focus on developing Pakistan’s first National Sex Offenders Register (SOR). Given the sensitive nature of this initiative, strategic communications were crucial in fostering trust, engagement, and public awareness, especially in its initial phase, while respecting cultural and legal sensitivities.

A comprehensive communication strategy was created using systems thinking and the double diamond framework. Key tasks included creating bilingual materials, coordinating advocacy events, and designing targeted campaigns to raise SOR awareness. Culturally appropriate content was developed in partnership with government bodies like the Ministry of Law and Justice (MoLJ) and the Special Committee, ensuring credibility and sustainability. Outputs included social media campaigns, press plans, infographics, and event coverage, driving public understanding of Sex Offender Management (SOM) and strengthening institutional capacity.