Reach and Recall Study of the Mass Media Campaign for Intensified Pulse Polio Immunisation

As of the writing of this study, India is one of four remaining reservoirs of polio. An eradication

strategy is being implemented in the country which includes regular immunisation with Oral Polio Vaccine

(OPV) and an elaborate communication strategy. Together with intense social mobilisation, mass media

campaigns form the core of the communication strategy to eradicate polio. These campaigns have hinged on

the persona and appeal of Bollywood superstar and UNICEF Goodwill Ambassador, Amitabh Bachchan who has

regularly featured in these advertisements since 2003. Over the years, people across the country,

regardless of religion have voted him the most preferred celebrity to represent the Pulse Polio Campaign.



A reach and recall study of the mass media campaign for the Intensified Pulse Polio Immunisation

commissioned by UNICEF, India Country Office was conducted in January 2007. The study covered 10 districts

of western Uttar Pradesh (W-UP) and 9 districts in Delhi with the objective of understanding the reach and

recall of the polio Public Service Announcement (PSA) among the target audience and its effectiveness in

promoting booth compliance. The study also examined celebrity preferences of the audience interviewed.

Here are the main findings of the study:

Reach and Recall

Overall an overwhelming majority (87.3 percent) of respondents who had watched any television PSA on

health reported having seen or heard the advertisement on polio. Exposure to this advertisement was

relatively higher in Delhi (93.8 percent) than W-UP (77.5 percent). Exposure levels to this advertisement

were similar across both religious groups. A sizeable majority (73.6 percent) of the primary respondents

(parents or caregivers of children under 5 years of age) had seen the TV campaign of January 2007 round

Pulse Polio Immunisation. Exposure levels to this PSA were relatively higher in Delhi (85 percent)

compared to W-UP (62.2 percent). Exposure levels to the advertisement were higher among Hindus (76.5

percent) as compared to Muslims (63.9 percent). Overall, an overwhelming majority (83.5 percent) of the

respondents could recall the slogan har bachcha, har baar. There was no variation on slogan recall levels

by religion.

Diagnostics

A majority (93.8 percent) of respondents who had seen the polio PSA liked it. There were no variations on

likeability by religion. A majority (92.4 percent) of primary respondents found the advertisement

motivating. Across both regions and among both religious groups, motivational levels of this advertisement

were similar. The advertisement was also successful in prompting families (54.1 percent) to immunise their

children at the booth. The proportion of such respondents was higher in Delhi (63.7 percent) compared to

W-UP (41 percent), and higher among Hindus (57.1 percent) compared to Muslims (43.4 percent). Overall,

more than a quarter of the respondents reported having discussed polio immunisation with their peer group

after seeing the advertisement. Around 21 percent of the respondents vaccinated their children at home.



Impact

A sizeable majority (69.1 percent) of children belonging to families interviewed in the study received

polio drops at the booth. Booth compliance was relatively higher among Hindus (71.9 percent) compared to

Muslims (60.8 percent). The proportion of children who received polio drops at home was relatively higher

among Muslims compared to Hindus. Most non-booth compliers (55.3 percent) attributed their behaviour to

the fact that service providers always conduct household visits to administer OPV.



Celebrity Preferences and Imagery

Amitabh Bachchan was named by a majority of respondents (69 percent) as the most preferred celebrity to

talk on TV/radio on health issues. Preference levels for Amitabh were significantly higher across Delhi

(83.4 percent) compared to W-UP (52 percent). The preference levels for Amitabh Bachchan were relatively

lower among Muslims (59.2 percent) compared to Hindus (72.3 percent). Over 65 percent of the respondents

thought that Amitabh Bachchan was very credible and very popular. He is viewed as someone who people like,

respect, trust, and someone whose advice they would follow. He was also considered to be socially aware

and responsible, with genuine concern for people’s issues, and someone who could appeal to people across

all social groups. Above 90 percent of the respondents (irrespective of region or religion) felt that he

brings credibility to the pulse polio campaign. Further, they also said that they would get their child/

children immunised if Amitabh says so.

Click here to download the full report as a PDF document.