Islamabad :In order to address the information needs of communities most affected by Tuberculosis (TB), Mercy Corps has developed an e-awareness campaign titled ‘Siyana Sultan,’ which consists of five theme-based 2D animated videos in Punjabi language. This easily understandable and accessible digital content incorporates themes like symptoms and prevention of TB, role of treatment supporters, and reducing the stigma associated with the disease.
Stigma associated with TB is scientifically proven to result in the development of poor health seeking behaviour, which subsequently results in delayed diagnosis and treatment initiation. Disease-specific knowledge is pivotal in catalyzing TB control efforts at the national level. The importance of disseminating knowledge about TB gains greater importance in view of diverse information needs, as well as the prevalence of myths and misconceptions about the disease.
Mercy Corps plans to develop videos in other local languages as well for the benefit of a larger segment of the population. A Facebook page for the campaign has also been developed to make the digital content accessible. The campaign was launched by the National Manager of the TB Control Programme Dr. Nasir Mehmood during a coordination meeting of partners here in Islamabad. Representatives of the provincial TB Control programmes as well as other key stakeholders were also present on the occasion.
Mercy Corps has been the principal recipient of The Global Fund to fight AIDS, TB and Malaria (GFATM) grants for TB Control activities in the private sector since 2007. It is implementing a Public-Private Mix (PPM) project in 75 districts across the country and is working in close collaboration with the National and Provincial TB Control Programmes, contributing to the overall national TB case notification.
Pakistan has the fifth highest TB burden among the 30 high-burden countries of the world. Each year, more than half a million people develop TB in Pakistan; of these only 55% are diagnosed, meaning that the rest are missed out. These missed cases should be at the centre of all TB control efforts. Among diagnosed cases, 50 per cent are bacteriologically positive and are potentially spreading TB among their contacts. One bacteriologically confirmed TB case that is left untreated for a year is estimated to infect 10-15 other persons.