Islamabad, September 30, 2010: The U.S. Agency for International Development (USAID) and the Ministry of Youth Affairs is launching a national communications campaign, titled Your Work Is Your Identity, that will encourage Pakistan's youth to learn new skills that will improve their job prospects.

"The campaign aims to galvanize Pakistani youth to take the initiative, seize the opportunities available to them, and apply the skills and abilities they already have," said USAID Mission Director Robert Wilson at the launching ceremony.

The four-week campaign will utilize a variety of mass media to persuade youth to take pride in their work and motivate them to work for the future of Pakistan. The campaign began this week and will include nearly 3 million web advertisements, one million SMS messages, 35 billboards, 5,000 streamers, and 58 print media advertisements which will run in all of the country's provinces.

In October, 16 TV channels will broadcast hundreds of campaign videos in the evenings, and thousands of videos will appear on cable TV. Ten key radio stations will play 1,700 radio advertisements and feature campaign themes in 50 talk shows.

The campaign is a part of an $80 million USAID Pakistan JOBS project that seeks to improve the employability of young people in Pakistan.