Evaluation of Polio Campaign on Facebook and Instagram: Parents Perceptions about Vaccination in Lahore

Abstract

Polio is a serious public health issue, and understanding public perception of vaccination is crucial for eradication efforts. Especially, in Pakistan, polio eradication is still a challenge for the government. Many campaigns are run for public awareness and to persuade them to vaccinate their children for the safety of polio virus attacks. This study is conducting to evaluate the polio control campaigns run through Facebook and Instagram. The effectiveness of both platforms in raising awareness and key factors influencing public perceptions are focused. The spread of misinformation about polio and vaccination on these platforms is also discussed. The framing theory is employed as the theoretical framework. It analyzes how the polio campaign on Facebook and Instagram frames the issue of vaccination, and how information is presented (framed) can significantly influence people's perceptions and decisions, considering the use of positive or negative framing, emotional appeals, and the presentation of risks and benefits. A survey will be conducted among more than 385 parents of children under five years old in Lahore, utilizing the Likert scale to facilitate systematic quantitative measurement. Data collects using the purposive sampling technique, followed by SPSS analysis. Purposive sampling uses to target parents who are active users of Facebook and Instagram. The study analyses how the polio campaign on Facebook and Instagram presents the subject of vaccines, taking into account the presentation of risks and benefits, emotional appeals, and framing. The campaigns on Facebook and Instagram successfully raised polio awareness and encouraged vaccination, especially when supported by trusted voices and relatable strategies. A hybrid approach combining online efforts with offline community engagement is key to tackling misinformation and strengthening impact.