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Mobile Phone Based Demand Generation for Childhood Immunisation in Slums of 10 Mega Cities of Pakistan

Analyzing engagement of beneficiaries on digital content to predict attitude towards immunisation for improving program efficiencies

Photo of Mohammad Tayyab
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Describe what you intend to do and how you'll do it in one to two sentences (required 350 Characters)

The initiative proposes mobile based social and behavioural change campaign to measurably increase demand for childhood immunisation in 10 mega cities of Pakistan. Population in cities will be surveyed to track people with low knowledge and deliver targeted-engaging content via mobile phones, increasing demand of immunisation at EPI facilities.

Explain the innovation (2,500 characters)

The Problem: While ~40% of the population of Pakistan lives in urban centers, almost 15 million people live in slums (references attached). These communities generally lack access to social and health services etc. due to information asymmetry and affordability. Traditional outreach and mobilization methods have proven to be inadequate in engaging with these rapidly growing, transient, and dense populations. Beneficiary Profile: CTC-Viamo intend to target urban families particularly mothers and fathers. We will leverage strong linkages with mobile operators and deep understanding of telco behavior across mobile users, to identify and hyper-target less privileged communities in 10 mega cities. The Innovation: The innovation hinges on access to mobile phones across communities as 94% of households in Pakistan own a mobile phone (DHS, 2017-2018). First, we will use telco data to segment users in target urban centers on the basis of location, age, gender, literacy etc. The next step will be to enrich telco data through mobile surveys and further segment on the basis of marital /parenting status, number of children, child age group etc. The segmentation process will be followed by design and launch of a contextualised social and behavior change campaign through the 3-2-1 Service (video attached) to generate demand for immunizing children. The content will be localized, stylized and customized to ensure inclusion of all communities. We will also conduct baseline to assess footfall at health facilities to measure the same after campaign. Proof of Concept: We enabled UNICEF Pakistan to execute a nationwide awareness campaign on measles immunisation by contacting 18 million people via mobile. Post campaign, we surveyed a nationwide sample of 100,000 people through two-way communication and measured that that 60% of the respondents took action based on the campaign. Measuring Behavior Change: We will develop gamified content (video attached) and engage communities which were part of the outreach campaign. These games will be designed with Provincial /district EPIs, health facilities and depict actual mobilization scenarios. They will present a user journey to lead target populations through expected behaviors that reflect decisions that they are likely to take during an immunisation drive. By predicting behaviors of target segments through these games, programs will have access to data and trends to optimize on outreach and mobilization strategy.

Which part(s) of the world does this innovation target?

  • Southern Asia

Geographic Focus

The innovation will be implemented in 10 mega cities of Pakistan, with larger slums population, transient or population at risk. These cities include Peshawar, Mardan, Rawalpindi, Faisalabad, Gujranwala, Lahore, Multan, Karachi, Hyderabad and Quetta.

Stage of Innovation

  • Scale

Who will work alongside your organization in the project idea? (1,000 characters)

We have partnerships with all telecom operators in Pakistan who will be engaged for hyper-targeted and segmented mobile surveys and behavior change communication campaigns. The initiative will be working with Peripheral Vision International as its exclusive gamification partner to develop interactive games, engaging mothers, fathers, family elders and youth. The data generated by surveys will be analyzed, segmented and shared with provincial and district EPI as well as health facilities to record changes in the immunisation rates to plan outreach systematically. The teams will be supported through other actors like UNICEF, WHO, local level associations, youth clubs and civil societies to connect in an effective manner. The whole mosaic will be further augmented through use of social media platforms, national as well regional influencers for improving the acceptability of service within society particularly urban digital media users.

How is your idea unique? (750 characters)

• Scale: The idea engages target communities at scale with almost 42 million people benefiting directly and indirectly. • Integration to strengthen system: The initiative brings in social, institutional and technological / data integration with immunisation service providers for improving immunisation • Localized and Cost effective: in-country design and implementation support; ownership and strong understanding of local context; bringing cost effectiveness • Proven and Sustainable: The 3-2-1 Service is proven and sustainable due to commercial interest of telecom operators in continuing it for free. Gains from increased customer loyalty and higher average revenue offsets the ongoing operational costs

What is the name of your organization

The project will be jointly implemented by CHIP Training & Consulting Pvt. Ltd. (CTC) and Viamo Inc.

Explain your organization (250 characters)

CTC is a consulting company with extensive experience in immunisation with UN partners in Pakistan and Afghanistan. Viamo is a global social enterprise helping over 500 organizations maximize social impact by leveraging the power of mobile phones.

Type of Submitter

  • We are a Private sector corporation

Organizational Characteristics

  • Indigenous-led organization

Gender and Diversity (500 characters)

CTC-Viamo Inc, integrate gender as an organizational value, and actively promote engaging women as part of its structure and programmes. Currently, women are represented at all levels of management. In this idea, CTC-Viamo are also keenly studying and trying to bridge gender divide in terms of digital literacy and mobile access through targeted interventions. Gender sensitive content will be developed and dissemination methods deployed for mothers and fathers in accordance with local cultures.

Organization Location (less than 250 Characters)

Both the organizations have offices in Islamabad, Pakistan. CTC has 7 national offices active in all provinces, while Viamo’s HQ is in North America and has presence in 25 countries across Asia and Africa.

Size of organization (number of employees):

  • 101-1,000 people

Website URL Http://

Scale of organizational work

  • Global (within 2 or more global regions)

Tell us more about you

The organizational alignment and background of cross functional teams makes this an ideal JV to disrupt traditional immunization practices and address challenges at scale. The core team profiles are as under; Lubna Hashmat is a leading, cited expert in maternal child health and immunisation programming. Abdullah Saqib has rich experience in M4D, Telco, digital products and international development. Osman Anwar comes with background in impact investing, private sector development, M4D and digital and financial services. Mohammad Tayyab has experience in project and programme management, community programming. More resources will be harnessed upon execution.

Applying to Gavi INFUSE

  • Gavi Website


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