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Media and behavior change: effectiveness of public health campaigns in Pakistan
Mian Ahmad Hanan, Noshina Saleem, Naila Khawar, Arooj Arshad
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Volume 11 - Issue 4-B     July - August 2019
Download Abstract:
Objective: To investigate the effectiveness of awareness campaigns by media regarding HIV/AIDS Prevention, Polio Vaccination, Breast Cancer and Family Planning in order to create the behavior change of the target audience in different cities of Pakistan.
Study Design: A quantitative survey research design
Place and Duration: The data was collected from people exposed to Public Health Campaigns launched from 5th September 2016 to 28th July 2017 comprising of HIV/AIDS (November-December, 2016), Polio Vaccination (February-March, 2017), Breast Cancer (September-October, 2016), and Family Planning campaigns (June-July, 2017) taken from all four provincial capitals including Lahore (Services Hospital, Lady Willingdon Hospital & Shaukat Khanum Cancer Hospital, Mayo Hospital, Polio Vaccination camps in walled city) Peshawar (Peshawar General Hospital, Lady Reading Hospital, Polio Vaccination camps in Hayatabad area), Karachi (Abbasi Shaheed Hospital, Aga Khan Hospital, Polio Vaccination camps in Nazaimbad and related areas), Quetta ( Civil Hospital, CMH, Quetta, Mid East Hospital, Polio Vaccination camps, Zarghoon Road area) and federal capital Islamabad (PIMS and Poly clinic, Polio Vaccination camps in G 6, 7 and 8 Sectors). 
Methodology: Data was collected from 724 respondents to verify the relationship between the Public health awareness campaigns by media (HIV/AIDS Prevention, Polio Vaccination, Breast Cancer and Family Planning campaigns) in creating behavior change by applying Pearson Product Moment Correlation analysis and Multiple Regression Analysis.
Results: Media campaigns regarding behavior change for polio vaccination are more successful as these campaigns are explaining 28% variance in behavior change of target audience towards polio vaccination, whereas 25 % and 20 % variance in behavior change has been reflected by family planning and HIV/AIDS awareness campaign respectively, while campaigns regarding breast cancer awareness are not creating any behavior change among the target audience as the explained variance for behavior change regarding breast cancer due to media awareness campaign is 4%.
Conclusion: The effective message, individual and community levels of motivation have strong association with behavior change regarding HIV-AIDS prevention, Polio Vaccination and Family Planning but have weak association with Brest Cancer awareness campaigns. In addition to this, television is more effective medium in behavior change instead of print media.
Keywords: Media campaigns, Media behavior, Behavior change, Individual motivation, Community motivation, HIV/AIDS, Polio vaccination, Breast cancer, Family planning, Awareness.

How to Cite This:

Hanan MA, Saleem N, Khawar N, Arshad A. Media and behavior change: effectiveness of public health campaigns in Pakistan.Isra Med J. 2019; 11(4)-Part B: 323-326.

This is an Open Access article distributed under the terms of the Creative Commons Attribution-Noncommercial 4.0 International License (, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.