Evaluation of Communication Mediums Utilized In Mass School and Madrasah Based Immunization Campaign In Gulshan Town Karachi

Background: Apart from lack of awareness amongst the general population with regards to the seriousness of Typhoid fever lack of an effective social mobilization approach is a hindrance to town wise school based programs.  Thus evaluation of promotional material content (Pamphlets, Banners, Posters and Electronic Media) and assessment of their impact in terms of effective content and generation of demand for vaccination is important.

Program background: Typhoid fever is a major public health problem in Pakistan, especially in children. Lack of social marketing campaigns in terms of frequency and effective content is a drawback. Trust for Vaccines & Immunization (TVI) – Karachi in collaboration with the Vi–Vaccines for Asia (ViVA) Initiative of International Vaccine Institute is piloting a program of Vi-Vaccine in school aged children (Grade 1-10) in Gulshan and Jamshed Town Karachi – Pakistan. We intend to compare the reaction of population samples to the above listed communication components to further improve communication guidelines for future town campaigns.

Evaluation Methods and Results: The material will be evaluated by school teachers, parents and community leaders. The mechanism utilized will be Focus Group Discussions, Telephonic Surveys and Focus Group Discussions to determine the effectiveness of materials and improvements required to meet intended goals of information dissemination and vaccine demand creation.

Conclusions: The diverse members of the community will be able to give valid feedback with regards to the appropriateness, completeness and appeal of the communication mediums. Their responses to the frequency of their encounters with the materials during the campaign will also inform us about effectiveness of communication strategy utilized during campaign.

Implications for research and/or practice: Diverse opinions from professionals, community leaders and laymen is essential to evaluating effectiveness of communication strategies and making improvements to utilize standard communication campaigns resulting in enhanced vaccination coverage.