HEALTH

COMMUNICATI
ON
PROJECT
Submitted by: Dr Zumaira Sualeh
Registration no: 20104140
MsPH 36-A
Submitted to: Dr. Zulfiqar Sheikh
 Name of Program / Project

•SAY NO TO
DOWRY…
REDUCE DOWRY
SYSTEM (Jahaz)
IN PAKISTAN
• Project is followed by P-process
• P-process is based on 6 Key questions
• All six key questions are further sub-categorize
 ANALYSIS is the first step in developing effective
communication programs
 Every communication program or project needs a
STRATEGIC DESIGN
 DEVELOPING concepts, materials, messages,
stories, and participatory processes combines
science and art
 Implementation emphasizes maximum
participation, flexibility, and training
MONITORING involves tracking outputs to be sure
that all activities take place as planned and potential
problems are promptly addressed
 EVALUATION measures how well a program
achieves its objectives
The Six Key Questions

1- What is the 2- What do we need to What

communication do? materials/interventions
problem? do we need to develop?

5. How do we know
4. How do we make 6. How do we plan for
that tasks and results
things happen? continuity?
are being met?
Q1- What
is the
communic
ation
problem?
What do we want to happen? (Shared Vision)

By the year 2025:

• The Government of Pakistan has made
amendments  to the Dowry and Bridal
Gift Restriction Act, 1976 and strictly
implemented the amended law.
• Measures have been taken to facilitate
the reporting & registration of dowry
violence as a distinct entity.
• Fines are imposed & bride's parents are
encouraged to register complaints if they
are pressured to give heavy dowries”
 • By the year 2025:
SHARED
It is implemented by government that
VISION… there will be 80% increase in Haq-Mehr
as a penalty for the violation of the law.
Government has also banned the early
and forced marriages of girls.
The girls are more focused on quality
education, right training, got employment
opportunities and economic
independence. They raised hands against
dowry. All Girls of our society are
confident that no girls are worse than
boys.
Divorce rate and suicide cases as a result
of dowry are reduced to half.
SHARED VISION
People are aware of the laws made for their own welfare, and this is
made possible by adding components in the high school curricula
and textbooks. All educational institutions are directed to include
topics like marriage customs, norms, laws etc. in essay writing,
speech, drama & poetry contests to create awareness & sensitize the
youth on these issues.

There is strong advocacy from all the media against the social evil
of Dowry system.

NGOs and Social Workers are overtly helping the victims of dowry
system and playing a vital role in women empowerment.
What is happening now? (Current Situation)

At present  
• “WE LIVE IN A SOCIETY WHERE
GIVING AND TAKING DOWRY IS
A PRIDE”
The dowry system is a great evil that still
exists in Pakistan. It is a demonstration of
victimization unmarried young ladies,
whose qualities are characterized
dependent on the costs of their particular
shares. 
On average, 2000 women in Pakistan are
killed every year in the name of dowry. 
 
AT PRESENT…
Pakistan ranks number one in dowry deaths with a rate of
2.45 per 100,000 women, followed by India, Iran, and
Bangladesh.

 Despite the prohibition by the law, dowry is widely

prevalent in Pakistan.

 Disputes over dowries leave women susceptible to

domestic violence and can even lead to death when the
in-laws are unhappy with a dowry.

 Many families are not able to marry their daughters due

to dowries.
 
AT PRESENT…

While some girls stay unmarried, other families take out

huge loans to fulfill dowry demands. The loans often burden
families with huge debts that they struggle to repay.

Dowries exist across all levels of Pakistani society as it is an

issue of honor for the bridegroom and his family.

Brides who do not meet the dowry expectations of in-laws

are often humiliated and physically abused. In some cases
brides have been killed.
AT PRESENT…

 Some people also believe that giving and receiving a

dowry will also increase their status in society. 

 Many people in Pakistan are illiterate, and many do not

want to be educated. The literacy rate in Pakistan is about
60%. A lack of education facilitates the continuation of
giving a dowry. Many Pakistanis become greedy when
they think about what a dowry can provide them.
What will likely happen if conditions remain
fundamentally the same? (CURRENT DESTINATION)

If people / community continued to live in the

same conditions, then
 Cases of deaths due to dowry will remain same or
increase.

 Dowry can be a source of violence. In the absence

of dowry gifts, the daughter-in-law is subject to
verbal and emotional abuse
CURRENT DESTINATION
• Physical and mental violence will cause the girl
serious psychological problems and even require
hospitalization.

Dowries Maintain Gender Inequality

The dowry system dehumanizes women by treating

them as property that can be exchanged.

Dowries Keep Women From Economic

Independence and Community will be paying a
heavy cost in the form human lives and stunted
economic growth
Consequences of Dowry

Delayed
Marriag
e

Stove Unhappy
Death Marriag
e
Immedia
te

No Bridal
Marriage Burning
Consequences of Dowry (Continued)

Gap Between
Rich & Poor↑

Decay of
Corruption↑
Moral Values

DELAY
ED

Demonstratio High Social

n Effect↑ Cost
Why are there differences?
• PROGRAM ANALYSIS- CONSTRAINTS &
OPPORTUNITIES
• These are the root causes of the high prevalence
of Dowry system in Pakistan.
DOWRY SYSTEM- ROOT CAUSES
PROXIMAL:-
 Illiteracy
 literacy
 Traditional and cultural norm
DISTAL:-
 Strong cultural System
 No Rule of Law
 No Support System from the Authorities
 Lack of Interest of Law-makers
 Least Priority from the Media
DOWRY SYSTEM- ROOT CAUSES
• POVERTY- is the main causes behind dowry because most
of the people in Pakistan are poor.
• ILLITERACY- Because of the illiteracy, most the people
are unaware of effect of dowry. Lack of women education in
families is the one of the reason for giving dowry.
• TO BUILD A REPUTATION IN SOCIETY-
Both the bride and groom’s family think if they will give
dowry on marriage it will increase their reputation and people
will talk good about them
DOWRY SYSTEM- ROOT CAUSES
CONSIDER WOMEN A
BURDEN FOR A FAMILY-
Narrow mentality behind the dowry
system and Negative attitude of society
towards the women.Because of
dependency women become a burden in
a family and they give dowry.
GREEDY GROOM FAMILIES
DEMAND IT- Some time bridegroom
wants money to do business or want to
make his life settle with that money.
DOWRY SYSTEM- ROOT CAUSES
IGNORANCE OF ANTI-DOWRY LAWS-
Dowry Prohibition Act is ineffective or people don’t care
about this law because it is not implemented effectively.
Even maybe people don’t know about the dowry act
which is enacted to prevent the giving or taking of a
dowry. You may have to go to jail or fill a big fine for it.
In a village, most of the people think dowry is their legal
right which has to pay the daughters family in a marriage
Q 2:
WHAT
DO WE
NEED
TO DO?
QUESTION 2: WHAT DO WE NEED TO
DO?
a) Which audience segment(s) do we need to focus on?
(Audience Segmentation & Profile)
b) What are the strategic communication objectives? What
would we like our chosen audience to do?
c) Strategic or Conceptual Framework -Observational
Learning Theory
d) Key Benefits and Support Points
e) What is the intervention plan? (Media Mix or Plan)
f) Link Results to Indicators (Evaluation)
WHAT DO WE NEED TO DO?
• AUDIENCES TO BE CONSIDERED: WHOLE
COMMUNITY
• AUDIENCES TO BE CONSIDERED- PROGRAM SIDE
AUDIENCE
Policy Makers / Parliamentarians
Government / Program Managers
NGOs / Program Managers
Human Rights Activists
Media Professionals
Civil Society Organizations / Social
Workers
COMMUNICATION
INTERVENTIONS
Advocacy
Resource Generation / Advocacy
Resource Generation / Advocacy
Advocacy / Community Mobilization
Advocacy / Community Mobilization
Advocacy / Community Mobilization
AUDIENCES TO BE CONSIDERED- CLIENT SIDE

AUDIENCE COMMUNICATION
INTERVENTIONS

Community Knowledge / Behavioral

Change Campaign

Women Knowledge / Empowerment

Special Groups (Community / Advocacy / Community

Religious Leaders) Mobilization
 PSYCHOGRAPHIC PROFILE
(Program Representative)
• UN Women Pakistan started social
media campaign in December 2018,
UN Women coined an Urdu-language
Program term, “Jahezkhori” and used the
Representative #StopJahezkhori (Stop Dowry
Mongering) hashtag on social media
websites and applications. The aim was
to trigger negative perceptions among
people about the practice and shame
dowry-seekers.
Pakistani celebrities took a stand against the culture of dowry
in the country by joining in on this trend created by the United
Nations (UN) Women Pakistan.
Program • Pakistan’s popular film and drama star Ali
Representative Rehman became part of this campaign and
made a surprising announcement through a
video on his Instagram feed that he was
getting married. He then invited the entire
nation to his wedding, which was to happen
live on national TV. Ali, however, did not
disclose who he was getting married to. The
celebrity finally revealed his shocking “bride”
from the doli, instead of a bride, appeared
‘dowry items’ that Ali was getting married to:
a sewing machine, car keys, kitchen
appliances, and gold jewelry amongst other
such items.
He wrote on Instagram: “Are you marrying a girl or her money?
Real men don’t take jahez (dowry). Jahez is embedded in our
society in all classes, we need to stop malpractice. I stand against
dowry!
• Ali Xeeshan- one of the top finest
Pakistani fashion  designer
collaborated with UN Women
Pakistan and released his wedding
collection “'Numaish” that highlighted
the bitter reality of the age-old
practice of dowry while urging people
to take a pledge against it.
• Designers said that Numaish aims to
shed light on the "epochal and
alarming issue of families fretting
over saving money for their daughters'
dowry (Jahez) instead of their
education."
DR RAKHSHINDA PERVEEN

• Dr Rakhshinda is one social activist who has been

instrumental in raising her voice against dowry since
1994. She initiated a campaign FAD (Fight Against
Dowry) in 2000
• “FAD was the outcome of her seminal TV series
‘Gender Watch’ which aired on PTV in 1999-2000
through SACHET (a non-profit organization )
• The aim of launching FAD was to create
awareness among masses.
• They integrated FAD in nearly all programs and
projects of SACHET

And tried to reach all regions of Pakistan through FAD talks, calendars,
posters, paintings, TV programs, conversations with media and young
journalists, policy dialogues with legislators, religious scholars and
civil bureaucracy, lobbying with influencers and connecting with
common people.
What are the strategic
communication objectives?
What would we like our chosen audience to do?
STRATEGIC COMMUNICATION OBJECTIVES
BY THE YEAR 2025:
The community will understand the enormity of the loss of precious
life due to dowry deaths, and will understand the importance of
female education.
People will treat their daughters equally without any discrimination.
Females will be encouraged to have their own career and be
independent.
There will be strong advocacy from all sort of media against the
social evil of dowry system.
 KEY BENEFITS AND SUPPORT POINTS
• If you stand against the evil act of Dowry system,
you will
Live a more joyful life since it is a big source of worry
among guardians of young ladies.

Save Life of your dear ones

Grow Economically and Save Your Life Earnings

wasted in form of dowry.

There will decreased corruption

What is the intervention plan?
Media Mix or Plan
• Media campaign will be used for the following
purposes:
 Advocacy
 Information & Education
 Persuasion & Promotion
 Increased intention to act
 Encouragement for Behavior Change
 Reinforcement of Behavior Change
Media Mix or Plan
The media used will include:
Inter-Personal Communication
Community-Based
 Group Discussions
• Public Meetings,
• Role Play
• Folk Theater
• Wall Posters
 Advantage of community festivals will always be obtained  
 Mass Media (Print, Radio, Television, Film, Social Media,
Billboards)
 LINK RESULTS TO INDICATORS
• The efforts and effect will be measured in terms of
(EVALUATION)

quantity and quality as below:

QUANTITY QUALITY
▪No. of Video Clips / Talk ▪% of Viewers Recall TV
Shows on TV by Law Shows / Video Clips
Makers/ Religious Leaders ▪% of Listeners Recall Radio
/Celebrities / Social Messages
Workers / Gate Keepers
▪% of People Recall
EFFORTS ▪No. of Radio Pamphlets / Wall Posters /
Messages/Programs Billboards
▪No. of Interactive Talks with ▪% of People Recall
Community Interactive Talks
▪No. of Pamphlets / Wall
Posters / Billboards seen by
Community
▪Law making by Parliamentarians
EFFECT / IMPACT ▪Establishment of Help / Support Centers
▪Advocacy from the Media
▪Community Awareness
 EVALUATION
QUANTITY QUALITY
▪No. of Video Clips / Talk ▪% of Viewers Recall TV
Shows on TV by Law Shows / Video Clips
Makers/ Religious Leaders / ▪% of Listeners Recall Radio
Gate Keepers /Celebrities / Messages
Social Workers
▪% of People Recall Pamphlets
EFFORTS ▪No. of Radio Messages / / Wall Posters / Billboards
Programs
▪% of People Recall Interactive
▪No. of Interactive Talks with Talks
Community
▪No. of Pamphlets / Wall
Posters / Billboards seen by
Community
EVALUATION
QUANTIT QUALITY
Y
▪Law making by
EFFECT/ Parliamentarians
IMPACT ▪Establishment of Help /
Support Centers
▪Advocacy from the
Media
▪Community Awareness
QUESTION 3: WHAT MATERIALS/
INTERVENTIONS DO WE NEED TO
DEVELOP?

MATERIALS DEVELOPMENT
COMMUNICATION CAMPAIGN
 On TV
 FM Radio
MATERIALS DEVELOPMENT
• This picture will be used / displayed as a logo to highlight
the issue of “dowry system”
MATERIALS DEVELOPMENT
COMMUNICATION CAMPAIGN
• To be carried out through variety of media
for both the client and program audience
• There will be use of TV, FM Radio,
Social Media, Newspapers, Magazines,
Pamphlets, Wall Posters, Billboards,
Community Networks (Social Gatherings,
Festivals), Theater & Interpersonal
Communications  
MATERIALS DEVELOPMENT
COMMUNICATION CAMPAIGN
On TV
• There will be talk shows for advocacy, message from
celebrities / religious leaders, and video clip
telecasting three scenes
MATERIALS DEVELOPMENT
 TV- Scene 1
• A group of friends visited a Girl X house and found her
crying, on asking.
• On asking she told that her father is talking abut her marriage
as she is already turned 18 this year. But she don’t want to get
married with that man’s son who is just talking about money
and don’t care about the girl.
• When the girl’s friend A came out of the home, she found Girl
X father was talking to that man who is saying that they are
not asking for much, just a bike and 50,000/- Rs only.
• The Girl X father is now getting worried as from where would
he get all this money, he has to sell everything. On that the
men get angry that we cant have a wedding without dowry.
• The girl’s friend A followed the man and his son to their home where
they were discussing that government has made dowry illegal but these
poor people don’t know the law. Son said “since the people are so naïve
that we can always demand more dowry after the wedding” (Laugh). On
which the man said that we will demand a bike now and a car later.
• When the Girl X parents get to know about that, they decided to refuse
them and also decided to warn other people about these greedy people
and their dowry demands.
• People gathered and discussed this matter where headman told them
about the law of which people were unaware.
• People said that it is usually difficult when a good boy comes along it is
difficult to refuse to give a dowry & people like to give a dowry for
their daughter.
• On which Girl X mother raise the point that shouldn’t we reject the
practice all together on which all agreed to say no to dowry
IN THE END T.V CHANNEL SHOWS THAT WHOLE
COMMUNITY OF VILLAGE DECIDED TO NOT GIVE OR TAKE
DOWRY.
MATERIALS DEVELOPMENT
•  TV- Scene 2-
• 2 families sitting in a room and fixing dates of wedding.
• Grandparents decided dates of next month i.e. The month of
“Rabi ul Awal”
• Boy’s father asked the girls family whether you people will
be able to do arrangements that early, on which they ensured
that they will definitely come up with all the arrangements.
• Boy’s uncle asked that how will you give respect to a
bridegroom?
• After that girl’s brother bring a Thalli full of bad coins.
• Boy’s father got angry on this for which the girls father said
that your son is also a bad coin who is asking for dowry even
after getting that much education.
• On which boy stood up and said “I am not a bad coin
(khotta sika) and I will not take any sort of dowry”

In the end T.v channel shows “Avoid dowry,

marry for harmony”
MATERIALS DEVELOPMENT
• FM Radio
• Community listens to the voices of different people:
 Don’t degrade yourself by demanding dowry.
 Love & protect your family and live a happy life
 Why people don’t understand the after effects of Dowry
system.
 Taking dowry is no grace
 Don’t pressurize your daughters.
 Man must support his wife if in-laws harass her.
 Refuse dowry, diffuse dowry deaths.
MATERIALS DEVELOPMENT
• FM Radio
• Community listens to the voices of different people:
• Don’t sell yourself, have self confidence.
• Giving and taking Dowry disgrace our own race,
• Be careful, you are being trapped and killing your loved
ones

• In the end, a religious leader says:

One murder is equal to the killing the whole

of humanity
QUESTION 4: HOW DO WE MAKE
THINGS HAPPEN?
a)   What tasks need do you to carry out and in
what sequence?

b) Tasks and Timeline

What are the tasks that need to be carried out to
implement your campaign or intervention? In what
order should you do them?
 TASKS TO BE CARRIED OUT
• The following is the pattern of the tasks to be carried
out by the Lead Organization and Collaborating
Partners.
LEAD ORGANIZATION:
• Women Development Department, federal and provincial
government.
• Role & Responsibilities: Leadership Role and Responsible
for overall activities including conferences, seminars,
education, awareness program, family session for health,
Coordination, Management, Organization, Advocacy, Fund
Generation, Law Making, Awareness & Mass Mobilization,
Formation of Help & Support Group / Centre, Media
Campaign.
COLLABORATING PARTNERS:
• Other Government Organizations &
ROLE &
Agencies including;
 Police & other forces, RESPONSIBILITIES:
 Public / Political Representatives,
 Advocacy,
• International Organizations
including;  Awareness & Mass
 UN Women Pakistan
 WHO & USAID,
Mobilization,
 NGOs, Social Workers,  Financial
 Community Leaders / Gate-Keepers,
 Religious Heads, and
 Legal
 Philanthropists  Moral Support
TASKS AND TIMELINE
Activity 1 2 3 4 5 6 7 8 9 10

Formation of cell in WDD

and Stakeholders
identification

Analysis(Shared vision)

Strategy Design

Material development and

Pre testing

Implementation

Monitoring

Evaluation

Re-planning
QUESTION 5: HOW DO WE KNOW
THAT TASKS AND RESULTS ARE
BEING MET?
What are the indicators for monitoring success and
evaluation?
• a. Desired Initial Results
• b. Desired Intermediate Results
• c. Desired Sustainable Results:
MONITORING & EVALUATION
A. DESIRED INITIAL RESULTS: PEOPLE
• Watching TV; morning shows, Talk shows / Videos with
interest
• Listening to Radio Messages and recording motivational
speaker talk regarding Dowry Deaths
• Paying Attention to Pamphlets , Wall Posters, Billboards
•  
PRIMARY INDICATORS
• Compare baseline Knowledge, Attitude & Practice (KAP) of
Community and all the other Stakeholders towards the issue of
Dowry Deaths.
 • B. DESIRED INTERMEDIATE RESULTS:
• Increased Community Awareness and provides knowledge
with Sensitization for the Dowry Deaths issue
• Advocacy by the Stakeholders
•  
• Primary Indicators
• Compare baseline KAP of Community, families, parents
and young couples and other Stakeholders towards the
issue of Dowry Deaths one year of campaign
• Decreased number of Dowry Deaths.
 • C. DESIRED SUSTAINABLE RESULTS:
• Rigorous Advocacy by Media & other Stakeholders
• Broadcast of Ordinance
• Establish Support Centers for help
• Drastic decline in the cases of Dowry Deaths.
• Reduced cases of stove deaths and bridal burning. 
• Primary Indicators:
• Compare baseline KAP of Community and other
Stakeholders and rate of Dowry Deaths cases at the end of
the project.
QUESTION 6: HOW DO WE PLAN
FOR CONTINUITY?
•  What are the lessons learned?
Develop a SHARED vision to reduce the ratio of Dowry deaths in
Pakistan.
Be confident of taking right decision at right time
Develop SMART Objectives
Pre-test the developed Materials
Continuously Monitor the Project / Program
Prepare Evaluation Plan before Implementation
Accommodate in the existing situation and be Flexible
People want a behavioral Change, they need Help / Support to
develop healthy society
•THANKYOU