A unique Health Message Awareness Programme
Impact Analysis of COVID-19 Ringtone Message
Purpose
Pakistan had its first confirmed COVID-19 case on 26th February this year. The first strategic impulse of all relevant stakeholders was to spread awareness about the virus and its prevention using all communication channels available. While this resulted in an influx of messaging from development agencies, national and provincial governments, and media all at once, there was confusion and misinterpretation.
Solution
To respond to the misleading guides and assumptions, a centralized communication strategy was developed in collaboration with the Ministry of Health, Pakistan Telecommunication Authority, Digital Pakistan Initiative, UNDP Pakistan, E-Ocean, and an Advisory group including Gallup Pakistan’s representatives. A unique Health Message Awareness Programme was thus initiated whereby all mobile phone callers before connecting with their intended recipient hear a 30-40 second health message in Urdu, advising them on what to do and what not to do when it comes to COVID-19.
Result
Over 113 million people across the country directly heard the ringtone message, making it by far the most effective communication medium adopted by the Government of Pakistan and led to a positive impact on knowledge, perception, and actual behaviours related to COVID-19 in Pakistan.
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