‘Media to lead polio eradication efforts’

LAHORE
Director General Health Services Punjab Dr. Zahid Pervaiz said on Thursday that the role of national media would assume a central position in the sustainability of polio eradication efforts in the next few years.
Addressing a group of communication professionals and selected group of columnists and feature writers in the Orientation Workshop for Polio Eradication organised by the EPI Programme and Unicef at a local hotel on Thursday, he said Pakistan had to battle the adverse effects of polio and terrorism on its image the world over – both carrying negative symbolism.
Besides Additional DG Dr. Ejaz Sheikh and Additional Director EPI Dr. Syed Sohail Ahmed, technical officials of the WHO, UNICEF, public relation professionals, representatives of state media and feature writers from leading media organisations were also present in the workshop.
Dr. Zahid Pervaiz cited a few examples when stories without necessary research were picked up and inaccurately or inadvertently reported as polio cases. “Our programme managers may ignore false reports, but globally such reports reinforce the negative symbolism about the country,” he said. There is a need for professionally researched reporting, especially when issues relate to Pakistan’s image in the global context. He said every Pakistani was a stakeholder in polio eradication and it was not the responsibility of health professionals alone. “This is everyone’s battle. By treating it as an issue of national importance, the national media may contribute to not only achieving the dream of a polio free Pakistan, but also improving Pakistan’s image as a functional and responsible state,” he added.
Dr. Zahid Pervaiz said many times personal and local violence related incidents were related as attacks on polio workers leaving a negative effect on the morale of front line workers and volunteers, but also sending wrong message to the world. He said there was strong political commitment from the government and for the purpose stringent accountability measures were introduced. “The province has seen a zero-polio year so far and measures are being taken to ensure that the status goes unchanged. Punjab’s main challenge was inter-provincial movement from polio reservoir areas. For that purpose, permanent transit sites have been set up, he added. “If Punjab goes polio free by the year's end, Pakistan may well be poised to achieve polio free status before the stipulated time,” he said.
The DG Health also said Punjab’s routine immunisation had recorded a steep rise in the last one year, reaching 70 percent with the introduction of tailor-made android applications. “In order to achieve the target of at least 90 percent routine immuniation coverage, we have to educate parents of the importance of immunisation through print and electronic media as a national cause,” he stressed. Later, DG Health awarded certificates to the participants.