A struggle rooted in new styles, local voices, and the power of truth

Pakistan is one of the few countries where the polio virus is still present, and it has become not just a medical problem, but a social, cultural and psychological challenge. Despite the tireless efforts of the Government of Pakistan, the World Health Organization, UNICEF, and millions of frontline workers, in every campaign there is always a segment of the population that avoids polio drops.

Rumors, misunderstandings, religious stereotypes, and fake news spread on social media continue to hinder this national effort.
In such a situation, we need to move away from traditional strategies and adopt a new, creative, and community-based narrative — one that is connected to truth, emotion, and local culture.

“The Power of Truth” — A Truth-Based Campaign Against Rumors
The biggest obstacle against polio is rumors:
“This is a Western conspiracy!”
“Drops cause infertility!”
“This vaccine is our weapon of genocide!”

Such rumors can be countered with scientific information, the language of medical experts, and emotional stories of affected families. Short videos should be made on YouTube, TikTok, and WhatsApp in which these rumors should be answered in a simple, effective, and humane way. The public should be made aware that polio drops are not only safe, but also a guarantee of a safe future for your children.

“Polio Defenders” — an animation series for children

Convincing children can be the most effective way to convince parents. Create an exciting animated series featuring a “polio protector” — a brave child who fights the virus through vaccination.
This series should be broadcast on TV channels, YouTube, school assemblies, and mobile apps so that children themselves demand:
“Mom! I want polio drops too, I want to be a protector too!”

“Mother’s Voice” — Messaging in the Language of Emotions

The mother’s emotions, natural desire for protection, and concern for the well-being of the children should be utilized.
The message should be conveyed through mothers in videos and radio advertisements that
“My child doesn’t want polio, I value his safe future.”

When one mother speaks to another, the message touches the heart.

Local languages, local culture — the original means of communication
Pakistan is a linguistic and cultural melting pot, so the polio campaign also needs to be shaped in the same vein.
Theater performances, radio plays, and videos should be produced in Balochi, Pashto, Sindhi, Saraiki, and Balti languages ​​that convey messages in local dialects and in the context of local issues. When a Pashtun father hears the benefits of oral drops from a religious scholar or elder in his own language, the impact will be greater.

Youth-based “Polio Champions” clubs

Colleges and universities should create “polio champions” — influential young people who have a social media presence and who are vocal in support of vaccination in their communities. These young people will deliver polio-related messages in an engaging way on Facebook posts, Instagram reels, and TikTok.
For example:

“The truth must go viral — vaccinate, eliminate the virus!”

Humor — When the message is wrapped in laughter

Humor has always been the best way to convey a strong message in a gentle way.
Funny videos should be made by famous comedians or TikTok creators, such as:
“My brother used to say that taking polio drops gives him superpowers — he really runs fast now!”
These types of videos will not only entertain young people but will also help change their behavior.

“Give drops, get gifts” — reward schemes

Reward schemes can be launched in collaboration with local vendors, mobile companies, and brands. Parents who vaccinate their children should be given small gifts, mobile balance, or food vouchers. This scheme could be particularly effective in remote or resistant areas.

Conclusion:

Polio-free Pakistan — the responsibility of all of us
If we want our Pakistan, our children, and their future to be polio-free, we must work together, combining truth, science, and emotion.
Traditional campaigns are no longer enough — we must now reach the hearts of people, enlighten them with the truth while respecting their concerns.
Because it’s not just a drop,

It is a hope, a commitment, and a first step towards a safer tomorrow.

Zufishan Zulfiqar
Zoyazulfiqar616@gmail.com