Fatima Jinnah Women University Communication and Media Studies Department Course: Development Support Communication Bachelors VI

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Fatima Jinnah Women University

Communication and Media Studies Department
COURSE: DEVELOPMENT SUPPORT COMMUNICATION
Bachelors VI
SUBMITTED BY: SAHANA SHER ALI

SUBMITTED TO: SHAZIA HASHMAT
DATE: 22/3/2021
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DESIGNING A DSC CAMPAIGN
● PROBLEM: Water and Sanitation problems in rural areas of Pakistan
Empowering communities by giving them access to sanitation and hygiene

Some 3 in 10 people worldwide, or 2.1 billion, lack access to safe, readily
available water at home, and 6 in 10 or 4.5 billion, lack safely managed
sanitation especially in villages, according to a new report by WHO and
UNICEF. I came to know more about this by one of my house helpers. She
talked alot about her village and her problems and how she needs help in
this situation the troubles and panic she and her family faced if they had t
go to bathroom, especially during the day, she opened up about the
difficulties she used to encounter when she had to practice ‘open
defecation’ whenever they needed to relieve themselves she had to go with
her mother and find an isolated spot which was quite difficult to find at
times. Given the scarcity of sound evidence on the protective effect of
improved sanitation, i decided to test the possibility of small-sized and
low-cost washrooms with basic materials such as plastic squatting pans to
build pit latrines in order to overcome this problem the main area for focus
was to interact with people in the particular village spread good awareness
about how can we overcome this situation.
● AREA: RAKH KOTLA VILLAGE

Located in the Jhang District of Punjab province, Bihari colony which was
once plagued by extremely poor sanitation and hygiene conditions. The
people living there can't afford all the luxurious attached washrooms along
with every room in the house and open defecation was sadly the only
option left for them.
● RATIONALE: EVERY YEAR 361000 CHILDREN DIE DUE TO

DIARRHOEA.
Despite continued efforts of the government, donors and other
stakeholders, the trend of sanitation coverage is slow and can not even be
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reached to areas where it is most needed and the targets set. This is
evident from the fact that the sanitation coverage is just 43% of the total
population against a target of 70% as envisaged by the three years interim
plan. Therefore, unless a new trend is taken up the toilet coverage may be
around 80%, with the existing trend, against the national goal of universal
toilet coverage.
Poor sanitation and contaminated water are also linked to transmission of
diseases such as cholera, dysentery, hepatitis A and Typhoid. Every
creature on this planet deserves a healthy and safe sanitation.
● TARGET AUDIENCE: PEOPLE OF RAKH KOTLA VILLAGE

Out of almost 60 families living in there except for ⅚ families living there
nobody really uses a latrine. Open defecation was prevalent and as a
result, diseases such as diarrhea and dysentery were commonplace.
I want them to feel safer, safer than the days they used to panic if
especially the females had to go to the bathroom, even during the day, i
want them to feel the relief proudly pointing at the door of the newly
constructed latrine next to their home in the neighbourhood. Not looking
forward to the daily challenges they had to face everyday.
● GOALS AND OBJECTIVES:

The campaign goal or objective is to promote change in order to solve the
problem and save lives. The overall purpose of sanitation is to provide a
healthy living environment for everyone, to protect the natural resources
such as surface water, groundwater, soil) and to provide safety security and
dignity for people when they defecate or urinate. Every society has its
social or religious values poor sanitation reduces human well-being, social
and economic development due to impacts such as anxiety, risk of sexual
assault, and lost educational opportunities.
● DESIRED OUTCOME:
The desired result would be improved sanitation extending well beyond
reducing the risk of diarrhoea. It will reduce the spread of intestinal
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worms, schistosomiasis and trachoma which are neglected tropical

diseases that cause suffering for millions, reducing the severity and
impact of malnutrition, promoting dignity and boosting safety, particularly
among women and girls, will be Providing a foundation for economic
growth.
● PLANS THAT LEAD TOWARDS ACHIEVING DESIRED

OUTCOME:
Planning is the most important step in a campaign, i planned to improve
sanitation facilities and ending open defecation the practice of going to the
toilet outside in the bushes pollutes water supplies; diminishes people’s
dignity and safety, and leads to the spread of diseases. by providing toilets
and latrines that flush into sewer or safe enclosures, By promoting good
hygiene habits through education which i consider one of the most
important purposes. Proper hand washing with soap and water can reduce
health issues by up to 35 percent. Avoid a one size fits all style of
implementation in order to reach different poor communities and their
different needs, we will need to develop specific targeted and tailored
strategies for each group.
The analysis of all the possible solutions, at least thress system solutions
that fulfil the term of requirements should be presented to the community. A
comparison with regards to all criteria. The alternatives should be
presented in such a way that the community understands why some
techniques are feasible and adequate, whereas others have been
abandoned.
● COMMUNICATION CHANNELS:
The campaign goes through different steps a development process that

begins with the development of a creative belief, progresses to concept
development and pre testing and concludes with the production and
dissemination of integrated materials across multiple communication
channels presenting it with the help of some treatment options like
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HEALTH, PRIDE/SHAME, CONVENIENCE. Health actually seems to be

the strongest connection between the elements of safe water, sanitation
and hygiene. While pride and shame are strong emotions that work at the
bulk of the target audience, they seem to work strongly only in the area of
sanitation and controlling open defecation.
We must show them a powerful attractive vision that the desired
improvement in the quality of life of their present and future
generation s can only be brought about by their own actions.
Here are some of the slogans created which leads us to the single minded
propositions of water, personal hygiene and sanitation under the unifying
thought:
OUR HEALTH, OUR PROSPERITY, IN OUR HANDS
OR
‫ آخر کار ہمارے ہی ہاتھ میں ہے‬، ‫صحت ہو یا خوشحالی‬
The overriding and emotional connect will be the power of one’s own hand-
in either making his/her future bright or the downfall.
All the information needs to be addressed through communication at both
national and local levels . while i still chose electronic media as my
communication channels which will help me in conveying my message to
the public asking for their help as well and letting them be aware of the
situation around us.
● FACTORS THAT AFFECT THE DSC CAMPAIGN:
NOISE:
The type of noise which will affect our DSC campaign is of two types
internal noise and external noise internal noise is the thoughts and feelings
of people living in the neighbourhood who can act as a barrier for us while
the noise can also be technological where we might face problems in
communicating with people living there if we fail to go door to door.
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DISTORTION
This can also take place while communicating with people during the
awareness of campaign this can take place during the encoding and
decoding stages of communication.
SELECTIVE PERCEPTION:
Some people only hear and talk about what they want to hear and things
only of their interests, needs,motivation, experiences, background and
other personal characteristics, the receiver can also make changes of
his/her interest while decoding the message
LANGUAGE:
There are some words which mean different things to different people. Age,
education, and cultural background are the most common variable that has
influence on the language a person uses and defination he gives to the
word, there might be peop[le who dont even understand my language
maybe they understand pashto or punjabi which might act as a difficulty for
me to address my ideas to them.

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Fatima Jinnah Women University

SUBMITTED BY: SAHANA SHER ALI

DESIGNING A DSC CAMPAIGN

● PROBLEM: Water and Sanitation problems in rural areas of Pakistan

Empowering communities by giving them access to sanitation and hygiene

● AREA: RAKH KOTLA VILLAGE

● RATIONALE: EVERY YEAR 361000 CHILDREN DIE DUE TO

● TARGET AUDIENCE: PEOPLE OF RAKH KOTLA VILLAGE

● GOALS AND OBJECTIVES:

worms, schistosomiasis and trachoma which are neglected tropical

● PLANS THAT LEAD TOWARDS ACHIEVING DESIRED

The campaign goes through different steps a development process that

HEALTH, PRIDE/SHAME, CONVENIENCE. Health actually seems to be

● FACTORS THAT AFFECT THE DSC CAMPAIGN:

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