esearch is the production of new knowledge. For whom? For the people. So why is it that most people cannot understand it or don’t want to read it? A part of the problem has to do with the jargon that researchers use in their work. There is a common misconception that using barely accessible language or exotic vocabulary is a sign of superior intelligence. It is not. In research and policy studies, the biggest challenge is not generating new knowledge, but ensuring that people read it, notice it, understand it and benefit from it.

The United Nations recently revealed a bitter truth: no one reads their reports. The UN is brilliant at producing these, yet poor at ensuring they are actually read. Every year they produce thousands of reports, but most are barely read. Why? This isn’t about a lack of intelligence. The UN system has some of the world’s brightest minds. The real problem lies in poor communication. Their reports often speak a language only experts understand. This risks shutting out the audiences who could benefit most from these reports.

During a talk at Pakistan Institute of Development Economics, Fasi Zaka, a Pakistani political commentator, columnist, radio talk show host and television anchor, referred to a 2014 World Bank study revealing a striking reality. The study mentions that nearly 30 percent of its PDF reports were never downloaded, 40 percent were downloaded fewer than 100 times, and only 13 percent crossed the 250-download mark. The academia has shown a similar pattern. Over 2.5 million papers are published annually, far more than anyone can realistically absorb. He also invoked TS Eliot’s famous lines: “Where is the life we have lost in living? Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information?” To this, we might add in today’s context: “Where is the information we have lost in data or buried in endless PDFs?”

The challenge in Pakistan is different. We don’t produce an overwhelming surplus of research. At the PIDE, I see firsthand how each month we publish a steady stream of policy research papers, working papers, knowledge briefs, books and much more, covering a wide range of socio-economic issues. The real hurdle is presenting this knowledge to the people who can use it. The printing press, our traditional mode, has its structural weaknesses. An important work is often published but remains unread or misunderstood.

To bridge this gap, researchers must go beyond producing evidence. They need to tailor their writing pieces for diverse audiences, from Millennials to Gen Z, and translate dense findings into clear and layman insights. We may have the data, but without the contextual interpretation policymakers require, the research risks being forgotten before it can make an impact.

So, how do we harness the power of creative industries? When research is infused with creativity, it speaks louder and travels further than traditional written reports. By using music, visuals, infographics and storytelling through television, short videos, reels, advertisements, and other creative platforms, complex data can be transformed into messages that people connect with and remember.

Recently, the UN revealed a brutal truth: no one reads their reports. The UN is brilliant at producing them, yet poor at ensuring they are actually read. Every year they produce thousands of reports, but most are barely read.

Take the example of the Polio Eradication drive by the National Emergency Operations Centre with WHO/ UNICEF support. They used animated cartoons, mobile van short plays and jingles to simplify scientific information about vaccines and counter myths in rural communities. A powerful example is the #BridalUniform campaign by designer Ali Xeeshan in collaboration with the UN. The campaign used fashion to highlight the issue of early marriage, turning statistics into a striking visual statement that resonated nationwide. Similarly, the Truck Art Child Abuse Awareness Campaign, run in partnership with Rutgers Pakistan, transformed the vibrant canvases of Pakistan’s trucks into moving billboards carrying messages against missing children, child abuse or child trafficking.

Creative storytelling doesn’t end with publicity campaigns. In Pakistan, television plays have at times bridged the gap between research and public discourse. Notable masterpieces include Udaari (2016), which highlighted child sexual abuse and women’s empowerment, sparking national debate and policy-level discussions. Baaghi (2017), inspired by the real-life story of Qandeel Baloch, raised questions about honour killings, women’s rights and digital harassment. Sammi (2017) tackled the practice of vani, forced child marriage to settle family disputes, bringing a hidden issue into the public eye. Tan Man Neelo Neel shed light on mob culture, portraying how misinformation, mass hysteria, and public violence can spiral out of control, turning a critical social problem into a compelling national conversation. Data, numbers, and information don’t speak for themselves; they need a voice people can understand to create real impact.

For researchers, reaching the right audience starts with clarity and stripping away unnecessary jargon. Findings have to be both accurate and easy to understand. Next comes storytelling: weaving the data into narratives, case studies and analogies that make it relatable. It’s equally important to test the communication with people beyond the researchers’ field and refining it based on their feedback. Relying on a single format isn’t good; researchers should present their work in multiple ways: infographics, short videos plays and interactive ways. Planning how findings will be shared should begin early in the research process not after the work is complete.

Lastly, the researchers must place their faith in local research and local solutions. Alien ideas do not easily synchronise with indigenous thought. Answers to our policy challenges may already exist, but without effective communication to decision-makers, they will sit idle in reports, PDFs and conference presentations that no one engages with. In today’s world, generating knowledge is only half the job, the real challenge is ensuring that it reaches the right people in a form they cannot ignore and ensuring it makes an impact.

The author, a development economist, is a media and communication officer at the Pakistan Institute of Development Economics. She can be reached at: iqra@pide.org.pk