The purpose of the monthly Spotlight is to showcase health communication materials that have had proven impact.
KAISEY KAHOON TV DRAMA - PAKISTAN
An 11-episode (1 hour per episode) entertainment education drama serial for youth and young adults, Kaisey Kahoon (How Shall I Say It?), tells the story of a middle class Pakistani family confronting contemporary social issues in Pakistan, and resolving them effectively by learning to communicate and arrive at more informed decisions. The primary audience was married and unmarried youth aged 15-24. This first-ever youth social drama in Pakistan was a key component in the Youth-First Project:
View the opening sequence
Two music videos (based on the drama's theme songs) were produced to air during the broadcast of the serial:
The drama aired alongside two TV spots promoting newlywed counseling services at Greenstar Social Marketing clinics:
View Greenstar Social Marketing TV Spot 1
View Greenstar Social Marketing TV Spot 2
EVIDENCE OF EFFECTIVENESS
Formative Research, conducted by Johns Hopkins Center for Communication Programs (CCP) and Lowe & Rauf Pvt. Ltd., included focus group discussions and in-depth interviews examining attitudes and behaviors toward reproductive health, family planning and transition to marriage; CCP also conducted a literature review which included a recent national survey on youth in Pakistan by Population Council entitled, 'Adolescents and Youth in Pakistan: 2001-2002: A Nationally Representative Survey'. Pretesting was conducted by Lowe & Rauf Pvt. Ltd.; several useful findings emerged from the pretesting and concepts were revised accordingly.
Summative Evaluation of Youth-First mass media component activities was conducted by Contech International Health Associates, a local research institution. A household survey, consisting of face to face interviews with females between the ages of 16-24 and males between the ages of 18-29, was conducted in the cities of Karachi and Lahore. Findings include that 20.2% of the target population was exposed to the TV spots, 51% of the target population was exposed to family planning messages, 38.8% of the married sample of exposed sited Greenstar as a source for newlywed counseling, and 10.6% of exposed men and women intend to visit a provider for newlywed counseling.
Qualitative Research, conducted by CCP and local research consultants, found that Kaisey Kahoon was a "meaningful family drama" and a "very good and reliable mode for raising awareness", many discussed the drama with their family members and friends, a 28 year old unmarried man had stopped smoking as a result of watching Kaisey Kahoon, another 28 year old unmarried man indicated that as a result of watching the TV drama he would 'plan his marriage and think carefully about the number of children to have' and a 24 year old married woman, who was pregnant with her first child at the time of watching, reported that Kaisey Kahoon had inspired her to have only two or three children.
Kaisey Kahoon was written by well known actor and playwright Rahat Kazmi and directed and produced by Sahira Kazmi. This first-ever youth social drama in Pakistan was a key component in the Youth-First Project, implemented by the Johns Hopkins Bloomberg School of Public Health’s Center for Communication Programs in association with ROZAN NGO and Family Planning Association of Pakistan (FPAP), Greenstar Social Marketing, and Lowe & Rauf Pvt. Ltd. local media agency. The music videos were directed by singer/songwriter AWS. The project was made possible through the generous support of the David and Lucile Packard Foundation.
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