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This report assesses the impact of UK public diplomacy initiatives in Pakistan, focusing on the 2022 England and Wales Cricket Board tour led by the British High Commission and the PK/UK Seasons Programme implemented by the British Council. It situates these initiatives within the wider UK-Pakistan relationship and examines how cultural, academic, media and sporting engagement can support mutual trust, people-to-people links, gender inclusion, solidarity and strategic communication. The study was conducted by Ipsos in Pakistan with support from the South and Southeast Asia Research and Innovation Hub and FCDO.
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