Social Norms
Social norms action with informed and engaged societies
Social Norms
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Nijaat - Pakistan

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The television drama Nijaat ('Deliverance') builds on the opportunities created by the success of the 1991 drama, Aahat. Leveraging commercial interest sparked by that series, The Johns Hopkins University/Population Communication Services arranged a co-production in which the Pakistan Television Corporation provided 50% financing for the 13-episode drama. Advancing on Aahat's gains of bringing family planing into the open, the new series tackles the subject even more directly, taking the main couple through the entire decision to adopt and receive modern contraception. In the drama's final episodes the health worker is shown giving an injection and instructions for a return visit to the wife, the heroine of the drama.

The Nijaat campaign aimed to reach rural Pakistani men and women with a television drama designed to:
  • increase the public acceptability of family planning;
  • increase husband-wife communication on family planning and related issues;
  • increase male responsibility for family planing decision-making;
  • improve the image of the field worker and of the family planning programme; and
  • persuade eligible couples to seek family planning counseling and products from health care providers.
Communication Strategies

The campaign consisted of 13 50-minute episodes of Nijaat, aired weekly, Monday nights at 8:30 p.m. (prime time).

Development Issues

Family Planning

Key Points

After a launch of the drama in July 1993, the national ratings for Nijaat reported an estimated 75% viewership, a very high percentage in Pakistan's competitive media market and a number suggesting as many as 20 million viewers.

This result was phenomenal for a country whose advertising regulations normally prohibit the advertisement of firearms, blasphemy, and the mere mention of contraceptives.

The project features an innovative evaluation component. The evaluation aimed to explore an increasingly recognized but little understood phenomenon: audience response to socio-dramas used for entertainment-education. The research aimed to go beyond conventional knowledge gains and attitude/behavior change measurements as it assessed the impact of Nijaat. It examines four key areas: a) narrative reconstruction; b) ideation; c) family discourse; and d) intended behavior and behavior. Through these analyses, the evaluators intend to focus on how narrative works as a vehicle for information rather than focusing on the information itself.

Partners

Pakistan Television Corporation, Johns Hopkins University/Population Communication Services, and Pakistan Ministry of Population Welfare.

Sources

"The Use of Mainstream Media to Encourage Social Responsibility: The International Experience" - The Henry J. Kaiser Family Foundation - Prepared by: Jennifer Daves and Liza Nickerson - The Media Project.