HEALTH CARE MEDIA CAMPAIGNS IN PAKISTAN: KNOWLEDGE, ATTITUDE AND PRACTICES OF MOTHERS REGARDING POLIO IMMUNIZATION

Pakistan is faced by a number of health care challenges and battle against polio is still continued. Media can play an effective role through health care campaigns in creating awareness and educating the masses about the perilous and life threatening consequences of diseases, polio in particular. The efficacy of such campaigns is based on widespread mass media outreach. The study aims to identify the media that was the most effective in educating the mothers regarding the infectious disease polio and its immunization in Lahore, Pakistan. It also aims to find out the impact of media on the socio-demographic variables of the respondents. As many as 200 mothers residing in Lahore were surveyed to measure their knowledge, attitudes and practices towards polio immunization. The results of the study show that television channels were the most effective source of information about polio campaigns and immunization as compared to other sources of mass media. The study also determined that literate mothers from urban areas were more vigilant as compared to others with low literacy rate. Moreover, younger mothers had poor knowledge about polio immunization as compared to elderly mothers. Therefore, it is concluded that print, electronic, digital, social, outdoor media and interpersonal communication channels should join hands in hands to eradicate polio and make Pakistan a polio-free country