Overview
In April 2025, the Pakistan DCE and SBC teams launched a targeted digital engagement campaign to support National Immunization Days (NIDs), using the emotionally resonant theme “Shielding Every Last Child.” This initiative is part of a broader rollout of the Global DCE Content & Messaging Strategy, tailored to local contexts to counter vaccine hesitancy and strengthen public trust.
Campaign Purpose
In April 2025, Pakistan launched its first fully localized digital advertising campaign to support National Immunization Days (NIDs), under the global DCE strategy:
“Shielding Every Last Child, Propelling Humanity Forward”
This message frames polio vaccination as a protective act—not just for a child, but for families, communities, and society at large.
The campaign aimed to rebuild trust, counter misinformation, and encourage full-dose completion using creative content in Urdu and English, across Meta, TikTok, and YouTube.
See the Campaign in Action
Strategic Approach
The campaign was developed in close coordination with the national DCE and SBC teams, building on global guidance and evidence from past digital campaigns. Messages were designed around three key pillars:
| Pillar | Focus |
|---|---|
| Act | Communicate NID dates and access clearly and simply |
| Educate | Explain why children need multiple doses and dispel common myths |
| Mobilize | Highlight the role of youth, men, and faith leaders in protecting children |
Assets were created in Urdu and English and adapted for use on TikTok, Meta, and YouTube.
The localized concept resonated emotionally and culturally, encouraging families to protect every child—starting with two polio drops.
Priority Audiences
This campaign targeted key decision-makers and influencers, using UNICEF’s global personas framework. In the Pakistan context, the most relevant included:
Concerned Parents – motivated to protect their children, but seeking reassurance
Sceptical Parents – exposed to misinformation and unsure whom to trust
Pragmatic Fathers – value clarity, efficiency, and actionable information
Connected Youth – engaged online and able to influence family decision-making
Religious Leaders – highly trusted voices in communities
Messages and formats were designed to reflect their information needs, behaviors, and language preferences.
Channels and Formats
The campaign used platform-specific creative tailored to how each audience engages:
| Platform | Why It Was Used | Formats Deployed |
|---|---|---|
| TikTok | Reaches youth and young parents | Short-form videos, native storytelling |
| Meta | Widely used by caregivers and families | Reels, visuals, animations |
| YouTube | Trusted platform for longer storytelling | Skippable ads, Shorts |
Performance Highlights
The campaign demonstrated strong performance across platforms:
8.9 million+ people reached
Video formats showed the highest engagement
Cost per result remained well below benchmark
Urdu content performed better in high-risk districts
Campaign delivery was guided by real-time feedback and coordinated with the Polio Communication Office (PCO) for impact optimization.
Messages That Moved Communities
How the Right Message Made a Difference
This campaign confirmed that localized, emotionally resonant content—delivered through the right platforms—can help overcome hesitation and prompt action. Some of the key learnings include:
Short videos performed best across platforms, especially those featuring real voices and community settings.
Urdu content had higher engagement in districts with persistent refusals or low coverage.
Trusted messengers matter—parents and caregivers responded more positively to relatable voices than to official-sounding messages.
Timeliness of delivery was critical: audience engagement peaked during the first two days of the campaign and on NID launch day.
Building on This Momentum
To build on these results:
A pre- and post-campaign survey is now underway to better understand shifts in awareness and trust.
Insights will be used to adapt content for upcoming SNID rounds and support broader social mobilization efforts.
The approach is now informing similar localized strategies in other priority countries, including Afghanistan and Sudan.
Protecting Every Child, One Message at a Time
Pakistan remains one of only two countries where wild poliovirus is still circulating. Every round of immunization counts—and every piece of trusted information can make the difference between protection and vulnerability.
By designing content that speaks the language, culture, and values of families, this campaign helped bring vaccination closer to home—online and offline.
Together, we are getting closer to a polio-free future for every child.