Peshawar: The Pakistan Electronic Media Regulatory Authority (PEMRA) and the Pakistan Deworming Initiative (PDI) successfully hosted a Media Symposium today at the Serena Hotel Peshawar, focusing on the crucial role media plays in controlling worm infections in children across 22 at-risk districts of Khyber Pakhtunkhwa.
This event brought together representatives from Health, Education, Administration, Local Government and Rural Development, Information departments along with Afghan Refugee Commission, and media sectors to emphasize the importance of public awareness in combating intestinal worm infections, which continue to affect millions of school-aged children (SAC) in the 22 at-risk districts of Khyber Pakhtunkhwa.
During the symposium, media representatives, government officials, and technical experts highlighted the widespread nature of worm infections and how the media can amplify the message to reach even the most remote and vulnerable populations.
Minister of Health, Ihtisham Ali Khan added, “By working together, we are building a healthier future for our children in the 22 at-risk districts of Khyber Pakhtunkhwa through a deworming campaign scheduled to treat 8+ Million school age children from 4th to 8th November, 2024. Media plays a vital role in that mission.
Our partnership with PEMRA has strengthened our ability to engage communities and protect the health of millions of children. We aim to sustain this program in the province and hopefully expand to other age groups” PEMRA, as a strategic partner, has been actively supporting the Khyber Pakhtunkhwa Deworming Initiative since 2020 by ensuring the dissemination of deworming campaign messages through television channels, cable networks, and digital platforms.
“Media is a powerful vehicle for change, and by leveraging our reach, we can ensure vital public health information reaches every household,” said Muhammad Tahir, DG PEMRA in a video message. These efforts have been instrumental in raising awareness and mobilizing communities to participate in deworming programs across the country.
Over the last four years, the Pakistan Deworming Initiative, led by the Government of Pakistan with technical support from IRD and Evidence Action, has made significant strides in deworming SAC across 45 at-risk districts, reaching over 25 million children cumulatively from 2019-24. Mr. Adeel Shah, Secretary Health, emphasized, “The impact of this initiative on the health and education of our children cannot be understated—it is a cornerstone of public health in Khyber Pakhtunkhwa.” The Khyber Pakhtunkhwa Deworming Initiative has adopted various models to ensure the deworming of both enrolled and non-enrolled children.
A school-based model is being used in 22 at-risk districts where teachers are trained to administer treatment in addition to health workers which complement the program in 8 districts identified by the KPDI team. Waleed Rabbani, Team Lead PDI, noted, “This program provides a sustainable solution to reduce worm infections, particularly in hard-to-reach areas.” In Khyber Pakhtunkhwa, a School-based approach, involving government teachers, has been effective in reaching children. Masood Ahmad, Secretary Education highlighted, “The school-based approach in Khyber Pakhtunkhwa has been instrumental in reaching children who would otherwise be left behind.” Countries where deworming has consistently happened have shown an increase in school attendance by 25%.
Masood Ahmad, Secretary Education, stressed, “The Education department has ensured that both teachers and students are equipped with the knowledge they need to prevent these infections. Thousands of our schools are doing the campaign needed to deworm school age children” Parasitic infections, caused by poor sanitation and hygiene, can lead to malnutrition, anemia, andimpaired cognitive development, significantly affecting a child’s ability to learn and thrive.
Dr. Tufail M. Khan, from PPA, stated, “Preventing these infections is not just a health issue, but a matter of protecting the educational future of our children.” Regular deworming, as recommended by the World Health Organization (WHO), is key to reducing these infections and improving children’s overall health and school performance.
The ultimate goal of the Pakistan Deworming Initiative is to reduce the prevalence of worm infections and support Pakistan’s progress toward achieving its Sustainable Development Goals, particularly those related to health, education, and nutrition.
Dr. Sumera Shams, Policy & Advocacy Advisor KPDI, added, “Our mission is clear—every child deserves access to health services that allow them to thrive, and media is essential in driving this message.” By engaging over 155,000 teachers and health workers, and involving more than 143,000 schools and healthcare facilities, PDI has created a robust framework to ensure the success of this initiative across Pakistan. The Media Symposium is part of a broader effort to engage media partners in expanding the reach of the Pakistan Deworming Initiative.
Dr. Fazal Majeed and Dr. Shahid Younas from the Health Department, mentioned, “Our collective efforts have been transformative, and with continued support from PEMRA and media, we can ensure no child is left behind in this battle against parasitic infections.” As we move forward into 2024, PEMRA and the Pakistan Deworming Initiative will continue to work together to ensure that every child in Pakistan receives the care they need to live a healthy and productive life.
