Turning student participation into community conversations about childhood immunisation.
Mediators created the Student Movement Against Childhood Diseases (SMACD) for UNICEF Pakistan, adapting a vaccination-awareness initiative into a wider campaign on preventable childhood diseases.
The context.
Misconceptions and fear surrounding vaccination made it difficult to communicate the importance of immunisation to some families. The campaign needed trusted local participation, accessible explanations and a broader health message that communities could discuss directly.
The assignment.
Mediators developed and implemented a public-awareness approach with UNICEF, working with Dow University of Health Sciences and university volunteers. The programme used bilingual education material, student-led conversations, community kiosks and school activities to explain childhood diseases and immunisation.
From the brief to delivery.
Adapt the subject
The campaign broadened from polio alone to other vaccine-preventable childhood diseases in response to concerns encountered during outreach.
Mobilise trusted participants
Mediators mobilised more than 1,200 student volunteers to help families and communities understand childhood immunisation.
Make information accessible
English- and Urdu-language material, local kiosks, university participation and school activities supported face-to-face explanation.
Extend public discussion
Media engagement helped draw attention to the community-education effort and its purpose.
International recognition.
In October 2017, the campaign received two International Public Relations Association honours: a Healthcare-category Golden World Award and the Global Contribution Award. These awards recognised the campaign’s approach to community engagement and childhood immunisation awareness.