Improving vaccine uptake, CHIP utilizing culturally relevant messaging in low performing areas of KP

For creating awareness about importance of immunization and to increase vaccine uptake in low performing areas of Khyber Pakhtunkhwa, Civil Society Human and Institutional Development Programme (CHIP), a non-governmental organization, is approaching communities through utilizing culturally relevant approach of messaging and storytelling in local Pashto language

PESHAWAR, (APP - UrduPoint / Pakistan Point News - 24th Apr, 2026) For creating awareness about importance of immunization and to increase vaccine uptake in low performing areas of Khyber Pakhtunkhwa, Civil Society Human and Institutional Development Programme (CHIP), a non-governmental organization, is approaching communities through utilizing culturally relevant approach of messaging and storytelling in local Pashto language.

“A culturally relevant approach involves conveying messages to a target population by using local models of interaction, communication styles and social norms that are familiar and meaningful to that community,” says Durre Shahwar Khan, Chief Executive Officer (CEO) CHIP.

Talking to APP, CEO CHIP said the organization with the support of Expanded Programme for Immunization (EPI) and GAVI Vaccine Alliance is holding puppet shows in five districts of KP including Peshawar, Khyber, D.I.Khan, Lakki Marwat and Bannu where vaccine acceptance is less.

These shows focus on engaging communities, address misconceptions and encourage parents to ensure their children receive routine immunization.

During puppet shows, audience is educated about importance of immunization in ensuring better health of children and whole family.

Apart from puppet shows, CHIP send its teams of Community Resource Persons to areas assigned by Health Department for interaction with local people for creating awareness on immunization.

These teams visits village to village where reports of vaccine hesitancy are received and hold meetings with parents for removing misconceptions.

In most of these areas, there is lack of service of Lady Health Workers and CHIP team holds door to door visits and meeting with parents and families, she added. These community sessions ensures that information is not only understood but also accepted and applied.

The organization also hold immunization camps where zero dose children are approached and vaccinated.

In these camps, awareness sessions are also held with parents who were informed about proper vaccination schedule and importance.

Apart of it, religious scholars are also engaged for influencing chronic refusals as people usually give consideration to faith leaders.

At the awareness stage, the goal is to educate communities about the value of immunization in preventing life-threatening diseases. Emphasis is placed on addressing common myths and misconceptions, while highlighting real-life benefits of vaccines.

Durre Shawar said CHIP’s transformative role is strengthening communities, improving health systems and building resilience in underserved regions.

About other activities of CHIP in improving public health, she said the organization focuses on social mobilization, governance, health, immunization, education, sponsorships, water, sanitation, hygiene education, climate change and environment.

The organization is also observing World Immunization Week 2026 with great enthusiasm and commitment and in this connection awareness walks were arranged in Lakki Marwat and Bannu districts.

The activity at Lakki Marwat was participated by the general public, government officials along with representatives from the Health Department.

Their participation reaffirmed a shared dedication to strengthening immunization efforts and safeguarding community health.

Likewise, in District Bannu, awareness walk was successfully conducted at the DHO Office, led by DHO Bannu, alongside the EPI Coordinator, LHW Coordinator, and health staff.

The initiative highlighted the critical importance of routine immunization in protecting children from vaccine-preventable diseases.

We are also focusing on use of social media platforms including TikTok to educate public about importance of immunization.Through short, engaging videos, we aim to dispel myths and inspire viewers to make informed health decisions, she added.