THE COGNITIVE AND CO-NATIVE EFFECTS OF HEALTH COMMUNICATION CAMPAIGN

Abstract

ABSTRACT

Objective: to explore the effects of electronic media polio immunization campaign on parents at cognitive (awareness/knowledge) and co-native (behavior/practice/implementation) levels in NWFP Pakistan.

Material and Methods: This descriptive analytical survey was conducted on a sample of 500 parents from 24 districts of North West Frontier Province (NWFP) of Pakistan. All the districts were divided into 3 groups and six districts from each group were selected. Data was collected through closed-ended questionnaire of multiple choices.

Results: Out of 468/500 responders, 70.6 % and 48 % agreed on that television and radio has a role in awareness about polio immunization campaign respectively. Higher education, high socio-economic status and well exposure to electronic media were significantly related with awareness about polio campaign.

Around 95.6% of high socioeconomic status families, 95 % of well educated and 91.6% of very/frequent exposures to electronic media had fully immunized their children as compared to 80.8% of low socioeconomic status families, 73.6% of illiterate parents and 69% of no exposure to electronic media.

While 14.3% of low socioeconomic status families, 23% of illiterate parents, and 26.8% of never exposures to electronic media had not immunized their children at all as compared to 3.1% of high socioeconomic status families, 3.7% of graduate parents and 5.6% of very/frequent exposure to electronic media.

Conclusion: Majority of parents are aware of polio campaign however their living standards, level of education and exposure to electronic media like TV and radio are the main factors affecting awareness knowledge and practice of polio campaign.

Key words:  Polio Immunization Campaign, Electronic Media, NWFP, Awareness, Knowledge, Behavior, Practice, Communication