ELIMINATING POLIO IN PAKISTAN FOR UNICEF


Challenge

In Pakistan, polio persists in a number of hard-to-reach communities that distrust the global polio initiative and continue to refuse polio vaccination.

Truth

Health workers are the face of the eradication effort. If a parent trusts the health worker, they trust that the vaccine is safe.

Solution

The campaign depicts the life of health workers outside of their work, showing them first as fathers, mothers, and ordinary members of their communities who are no different than those that they serve.

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