Shahzad Rasheed
PESHAWAR: The Emergency Operations Centre (EOC) Khyber Pakhtunkhwa, in collaboration with the United Nations Children’s Fund (UNICEF), organized a workshop for health beat reporters of the Peshawar Press Club (PPC) on the role of media in polio eradication on Tuesday.
The workshop aimed to brief journalists on the latest programme performance, persistent challenges to polio eradication in the province, and the role of media in addressing these challenges.
Additional Secretary Health and EOC Coordinator Sarah Rehman, who attended as chief guest, said the government, law enforcement agencies and health department were actively working to eradicate polio. However, she emphasized that government efforts alone were insufficient and called for support from all segments of society, particularly the media.
She said journalists could help change public perceptions, raise awareness about polio vaccination and essential immunization, counter misconceptions, and highlight the tireless efforts of frontline workers.
During a technical session, Dr. Sardar Alam of the World Health Organization (WHO) presented an overview of global, national and provincial polio trends, outlining key challenges and the importance of sustained vaccination campaigns.
Explaining the need for booster dose campaigns in high-risk union councils of Peshawar and Khyber, he stressed strengthening children’s immunity to reduce virus circulation. He called on the media to build community trust and improve vaccine acceptance.
Jahanuddin, UNICEF Social and Behaviour Change Specialist, highlighted the importance of understanding community perceptions, addressing misconceptions and promoting positive attitudes towards vaccination.
UNICEF Communication Officer Shadab Younas emphasized accurate and responsible health reporting, urging journalists to develop human-interest stories, documentaries and engage trusted voices to address vaccine hesitancy.
Peshawar Press Club Vice President Zia ul Haq stressed collaboration between journalists and health authorities to counter misinformation and support eradication efforts.
The workshop was attended by around 50 print, electronic and digital media health reporters, senior journalists, bureau chiefs, Information Department representatives, partner organizations and EOC officials.
In his concluding remarks, Dr. Muhammad Ayaz, Deputy Director Expanded Programme on Immunization (EPI), called for coordinated efforts among journalists, health authorities and the polio programme to strengthen public awareness.
Participants shared suggestions for improving communication and supporting efforts to eradicate polio from the province.
