Communications and Engagement Specialist (based at the Children's Hospital, Lahore)

Role Overview

The Communications and Community Engagement Specialist will be employed by Islamic Aid, a UK-based development agency systems-based approach to strengthening public institutions through the innovative ELEVATUM™ Framework (https://bit.ly/elevatum-Ver-1-3). Islamic Aid has established a landmark partnership with the Government of Punjab, marking Pakistan's history's largest public-private partnership in child health, with a historic $100 million match-funding commitment approved in the 2025-26 budget, potentially totalling $125 million including Islamic Aid's co-investment. This collaboration encompasses the existing Children's Hospital Lahore - the world's second-largest paediatric facility serving over 1.3 million vulnerable children annually - the University of Child Health Sciences, the newly planned 1,000-bed super-speciality children's hospital in LDA City, and the Institute of Genetics and Rare Diseases, along with its associated 250-bed super-speciality hospital. These initiatives embed reform in education, research, and care, transforming fragmented compassion into measurable, scalable impact across health and beyond.

In this hands-on role, the specialist will play a pivotal role in the newly established Communications and Community Engagement Unit (CCEU) at The Children’s Hospital Lahore (CHL), a constituent institution of the University of Child Health Sciences (UCHS). This position is integral to bridging the perception gap between the hospital's extraordinary contributions and public understanding, as outlined in the Implementation Plan for the CCEU. Rooted in the ELEVATUM™ Framework, which emphasises strengthening public institutions through transparency, trust, and community involvement, the specialist will actively lead efforts to showcase CHL's impact, foster donor relationships, and enhance caregiver experiences.

This is a 12-month pilot role, fully funded by Islamic Aid, with potential for extension based on demonstrated impact. The ideal candidate is an exceptional storyteller with a proven ability to craft compelling narratives that inspire action and change perceptions. They must possess a robust network of contacts in key sectors, including media, philanthropy, government, and community organisations in Pakistan and internationally, to amplify the hospital's visibility and secure strategic partnerships. As a hands-on role, the specialist will directly create content, manage digital platforms, capture photographs and videos, and engage with stakeholders on the ground.

Key Responsibilities

• Institutional Branding and Visibility: Develop and execute storytelling strategies to highlight CHL's milestones, innovations, and human impact stories through digital platforms, media relations, and internal channels. Hands-on tasks include capturing high-quality photographs and videos, producing content such as videos, articles, and social media campaigns that position CHL as a flagship of paediatric care in Pakistan.
• Donor and Community Engagement: Build transparent reporting systems and create engaging narratives to mobilise philanthropic support and cultivate a culture of community-backed healthcare. Leverage your strong network to connect with potential donors, influencers, and stakeholders, supporting Islamic Aid's fundraising efforts while turning passive beneficiaries into active advocates. This involves direct fieldwork, such as organising community events and zakat mobilisation drives.
• Crisis Communication and Media Relations: Establish proactive and reactive systems for handling media inquiries, managing misinformation, and safeguarding the institution's reputation during high-risk moments. Utilise your contacts in media and policy circles to ensure balanced coverage and rapid response, including on-site monitoring and real-time content creation.
• Caregiver Communication: Enhance patient and caregiver experiences by implementing clear, multilingual information systems, including WhatsApp helplines, feedback mechanisms, and personal interactions at key contact points. Craft empathetic stories that contextualise challenges and celebrate successes to build trust, with hands-on involvement in designing and testing these systems.
• Public Health Education: Design and deliver culturally adapted campaigns on child health, hygiene, nutrition, immunisation, and preventive practices, tailored for low-literacy communities. Draw on your storytelling expertise to make complex information accessible and inspiring, including creating visual content like infographics, videos, and photographs.

Expected Impact

To ensure measurable outcomes aligned with the Implementation Plan and ELEVATUM™ Framework (https://bit.ly/elevatum-Ver-1-3), the specialist will aim to achieve broad objectives during the 12-month pilot, including:

• Substantially broaden public awareness in every possible way about all aspects of the work of the Children's Hospital Lahore, the University of Child Health Sciences, and Islamic Aid, encompassing digital channels, media outreach, community events, and stakeholder partnerships to foster deeper engagement and understanding.
• Forge meaningful new partnerships through networks, for instance with philanthropic foundations or media outlets, to expand support and collaboration.
• Markedly improve caregiver satisfaction through targeted communication initiatives, as evidenced by feedback mechanisms.
• Significantly boost social media engagement, encompassing likes, shares, and comments, monitored via analytics tools.
• Actively participate in mid-term reviews (months 7-8) and year-end evaluations (months 11-12) by supplying relevant data on these metrics and adapting strategies accordingly.

Required Qualifications and Skills

• Education and Experience: A bachelor's degree in communications, journalism, public relations, or a related field, with at least 5 years of experience in communications or community engagement roles, preferably in healthcare, NGOs, or public institutions. Experience in Pakistan's public health sector or similar contexts is highly desirable, including hands-on work in faith-inspired communications or zakat mobilisation.
• Storytelling Expertise: Demonstrated excellence as a storyteller, with a portfolio of work showcasing narrative-driven content that has driven engagement, changed perceptions, or mobilised support. Ability to weave human stories—such as those of nurses, caregivers, and children—into powerful, dignity-affirming messages aligned with the ELEVATUM™ pillars. Must have a very good eye for photography, videos, and creative content creation.
• Network and Influence: A very strong network of contacts in places that matter, including national and international media outlets, philanthropic foundations, government bodies, and community leaders. Proven track record of leveraging these connections to achieve organisational goals, such as securing partnerships or media coverage.
• Technical and Soft Skills: Expert-level proficiency in new technologies, including digital and social media platforms (e.g., Instagram, Twitter/X, YouTube), video editing software (e.g., Adobe Premiere, Final Cut Pro), photography tools, and emerging tools like AI for analytics or sentiment analysis on social media. Excellent written and verbal communication skills in English and Urdu (additional languages like Punjabi are an advantage). Strong interpersonal skills, cultural sensitivity, and the ability to work collaboratively in a high-pressure environment.
• Personal Attributes: Passionate about public health and institutional reform, with a commitment to ethical storytelling that honours dignity and transparency. Adaptable, resilient, and able to thrive in a pilot programme setting, contributing to mid-term reviews and evaluations. Hands-on approach with a creative mindset for visual storytelling.

We encourage applications from diverse backgrounds, including women and ethnic minorities, to reflect the communities we serve.

Reporting and Location

The specialist will report to the Chairman of Islamic Aid, in close colloboration with the CHL/UCHS. The role is based at the Children's Hospital, Lahore, Pakistan, with occasional travel for outreach and networking.

Job Type: Full-time

Pay: Rs150,000.00 - Rs250,000.00 per month

Work Location: In person