/ case study

Communication strategy development

Office Kyrgyzstan, Tajikistan, Uzbekistan
ExpertiseCross Markets, Public sector
IndustryPublic Sector
Client ACTED OfficeKyrgyzstan, Tajikistan, Uzbekistan Expertise Cross Markets, Public sector Industry Public Sector


Effective Governance for Economic Development (EGED) is a programme of the UK Government implemented from 2020-2025 in Kyrgyzstan, Tajikistan and Uzbekistan with an objective to improve the effectiveness, accountability and transparency of economic policy delivery on selected reform priorities. The project aims to strengthen civil society capacity and improve linkages between civil society and Government to jointly achieve economic prosperity in Central Asia region. Acted was looking for a communications agency with strong experience in strategic communications, public relations, marketing and advocacy to take charge of developing the communication strategy for the EGED project.


Within the project, Action Central Asia & CIS developed and designed the communication strategy. The overall SOW included:

  • Analysis of the media landscapes in Kyrgyzstan, Uzbekistan, Tajikistan
  • Creation of a communication approach with focus on delivering data-driven messages
  • Selection of project communications activities and channels in all three countries, that are tailored to engaging with different actors – including high-level government stakeholders
  • Development of a guide for all communications to ensure consistent formats for publications and communication products
  • Development of materials with appropriate and relevant messages adapted for key stakeholders in various formats as appropriate such as text, graphics, imageries, infographics, video, printed materials, etc.
  • Development of indicators to monitor and evaluate communications tools and activities, in order to measure the impact on achieving the overall objectives
  • Development of a Crisis & Emergency Risk Communications approach

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