Pre-Testing of Media Campaign on MN&CH

Donor: Johns Hopkins & MCOM

Pakistan is the world’s sixth most populous country, facing the risk of natural disasters, a large and growing youth bulge, and entrenched poverty and inequality. Sindh Province hosts 23 percent of the total population of Pakistan. The province is broken up into 23 predominately rural districts, as well as Pakistan’s most populous city of Karachi. According to the most recent available census data just under 50 percent of Sindh residents live in the rural areas of the province (Pakistan Bureau of Statistics). 60 percent of rural Sindh lives in the lowest wealth quintile and 22.8 percent in the second lowest. Electricity is almost universal with the lowest reach at 86.5 percent and the highest in Karachi at 97.7 percent (Agha S., 2013).

Maternal, Newborn and Child Health is a fundamental human right and protecting the health and lives of mothers, babies and children should be a priority. Pakistan’s maternal and child mortality rates are still unacceptably high. Every year around 4.5 million women give birth to their children and during the process, 12,000 women and 202,433 neonates die each year as a result of pregnancy, delivery and newborn related complications.

The main purpose of the campaign was to call for maternal and child health. The purpose of pre-testing of campaign was to assess the acceptability, audio and visual appeal, and legibility of the campaign. It also sought to assess its capacity to produce the desired results of innovatively engaging community in conversations about mother and child care.