A message by CCP Pakistan in the interest of public safety

COVID-19 brought many public health challenges with itself. One of the biggest of those challenges existed in the realm of Public Behavior with respect to prevention and vaccination.

Many government, international donor and corporate-funded campaigns were doing their part by promoting the importance of preventive behaviors like wearing mask, social distancing, handwashing with soap, and isolation in case of symptoms. However, the behavior compliance was very low as confirmed by media reports, social observation, government statistics, and reported medical numbers of positivity in each wave.

CCP Pakistan decided to launch a TV Commercial with its own resources to address the issue of rumors, misinformation, cognitive dissonance, and public apathy to the issue.

CCP planned to launch a campaign on Digital and social media only. However, Dawn News decided to contribute complimentary airtime to it, that too during the peak viewership time of Eid Holidays in 2020. This campaign was a rare mode of partnership in which both a Development Agency (CCPP) and Media Channel (Dawn News) partnered in the larger public interest and social responsibility.

Key Activities:

· Research for recording raw voices, perceptions, and behaviors of the common people and categorizing them to identify the communication problem
· Categorizing priority audiences in terms of behaviors and desired response
· Getting insights from doctors and paramedical staff on the issue of cognitive dissonance and the problem of misinformation
· Development of implied characterization to keep the privacy of real case studies
· Scripting, shooting, editing for development of a TV Commercial
· Placement on TV, Digital and Social Media

Output:

· TV Campaign of 3 days on Dawn News
· Social and Digital media campaign on Social Media for 10 days