Afghanistan Polio Communication Overview

This PowerPoint presentation was prepared for a September 2007 United Nations Children's Fund (UNICEF)-hosted meeting dedicated to examining polio communication efforts in Afghanistan. In support of the final global push towards polio eradication, regional presentations were given by in-country communication and health practitioners working in Afghanistan’s polio endemic regions. These were assessed by an external panel of experts in the fields of development communication, mass media, epidemiology, and anthropology, who provided communication programme recommendations based on data presented by the country teams, as well as data gathered on field visits to the endemic states. Communication strategies presented at this meeting were primarily focused on:

1. Analysing the results of programmes implemented through September 2007
2. Detailing activities on national and sub-national levels, with a focus on transient populations, security concerns, and social mobilisation, media, and political advocacy strategies
3. Suggesting communication strategy and programme refinements for the next 6- to 12-month period, designed to support Afghanistan’s polio eradication efforts

This presentation gives an overview of Afghanistan's national polio communication programme. The programme structure is described, as is its strategic response to the Geneva Consultation milestones for polio eradication. Main strategic components and results are detailed, including: training, branding, underlying communication theories, advocacy and partnerships, community mobilisation, and use of media.



The team documents a number of communication activities undertaken in response to the Geneva Milestones that were established in February 2007, including:

• Polio communication advisor recruitment
• A social mobilisation programme initiated in the high-risk districts in Southern and Eastern Afghanistan
• Branding of polio communication materials
• An ongoing media campaign

Future objectives for the polio communication programme discussed here include reaching selected high-risk audiences with polio immunisation information in a newly branded format, as well as informing communities of upcoming vaccination campaigns through social mobilisation programmes.



The main strategic platforms for polio communication described are advocacy, mass media, and social mobilisation. Main reported activities conducted in these areas include the following:

• Launching of media campaigns prior to each national and sub-national vaccination round
• Regular training and supervision of all activities by a Polio Communication Advisor in high-risk regions
• Football matches between provinces to disseminate polio vaccination messages

Afghanistan's polio communication strategy has drawn from the understanding that local traditional and religious values are the main principals for existing behaviours; and, therefore, attempts to engage religious personalities to model behaviours and act as change agents are key. It also recognises the need to acknowledge communication barriers due to literacy levels, economic status, security issues, and geographic distribution.



The presenters note that a high level of political advocacy has been achieved at presidential and ministerial levels. Each vaccination campaign is inaugurated by the President or Minister of Health, and Days of Tranquility have been proposed to facilitate vaccination in active zones of fighting. Support is also seen on the level of provincial governors and an effective partnership is said to be present between the Ministry of Public Health, donors, and implementing organisations. The following advocacy challenges were outlined:

1. Commitment from local leaders to the polio eradication initiative (PEI)
2. Weak community ownership towards the programme
3. Weak coordination, supervision, and monitoring during the vaccination campaigns

In order to address the issue of community participation, the following local mobilisation activities have been initiated in the high-risk southern and eastern regions:

• Community vaccinator recruitment
• Establishing community monitoring processes
• Mobilisation of teachers, religious leaders, community elders, and community health workers (CHWs) prior to immunisation activities
• Incorporation of interpersonal communication (IPC) skills into vaccinator training

The use of media for PEI communication in Afghanistan has undergone no direct assessment for outcome or impact of interventions thus far, according to the presenting team. Mass media is seen as an important tool in maintaining campaign visibility and internal advocacy. Print media has become standardised, following the branding campaign, to include three standard posters, a leaflet, and a banner. Media coverage and briefings are arranged to take place 7 to 10 days prior to scheduled vaccination campaigns, and include celebrity endorsements of the PEI campaign.



Afghanistan's PEI monitoring and evaluation processes are being refined to assess the impact of communication interventions on polio vaccination rates. An improved post-campaign evaluation form has been developed to include communication questions. In addition, a field study is currently underway to gather data regarding the knowledge, attitude, and behaviour of people regarding polio and polio immunisation in the high-risk areas.



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