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.
Mian Ahmad Hanan, Noshina Saleem, Naila Khawar, Arooj Arshad. (2019) Media and behavior change: effectiveness of public health campaigns in Pakistan, Isra Medical Journal, Volume 11, Issue 4 (Part-B).
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