Abstract
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.
Dr. Faiza Latif , Dr. Malik Adnan, Dr. Mian Saeed Ahmad. (2020) HEALTH CARE MEDIA CAMPAIGNS IN PAKISTAN: KNOWLEDGE, ATTITUDE AND PRACTICES OF MOTHERS REGARDING POLIO IMMUNIZATION , International Journal of Management Research and Emerging Sciences, Volume 10, Issue 2.
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