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Notes: First broadcast in October of 2005, Kaisey Kahoon (How Shall I Say It?), an 11-episode (1 hour per episode) entertainment-education drama serial for youth and young adults, tells the story of a middle class Pakistani family confronting contemporary social issues in Pakistan, and resolving them effectively by learning to communicate and arrive at more informed decisions. Primary audience is married... more
Notes: First broadcast in October of 2005, Kaisey Kahoon (How Shall I Say It?), an 11-episode (1 hour per episode) entertainment-education drama serial for youth and young adults, tells the story of a middle class Pakistani family confronting contemporary social issues in Pakistan, and resolving them effectively by learning to communicate and arrive at more informed decisions. Primary audience is married and unmarried youth 15-24. The drama aired alongside two TV spots promoting newlywed counseling services at Greenstar Social Marketing clinics. CCP and Greenstar developed a newlywed counseling program, modeled after CCP’s Jordan program, introducing the training to Greenstar’s urban health care provider’s.|Kaisey Kahoon was written by well known actor and playwright Rahat Kazmi and directed and produced by Sahira Kazmi. This first-ever youth social drama in Pakistan was a key component in the Youth-First Project, implemented by the Johns Hopkins Bloomberg School of Public Health’s Center for Communication Programs in association with ROZAN NGO (http://www.rozan.org/youthhelpline/youthhelpline.htm) and Family Planning Association of Pakistan (FPAP), Greenstar Social Marketing, and Lowe & Rauf Pvt. Ltd local media agency. The project was made possible through the generous support of the David and Lucile Packard Foundation. The music videos were directed by singer/songwriter AWS.|It was not possible to air the production on PTV (the main national channel) at the time of broadcast due to constraints placed on airing private productions. Airing went through ARY and though exposure was limited as compared to PTV, both the quantitative and qualitative evaluations provide evidence for effectiveness. Cast: Rahat Kazmi, Marina Khan, Nida Kazmi, Ali Kazmi, Adnan Siddiqui, Zhalay Sarhadi, Adarash Ayaz, Anoushay, Sajda Syed, Sheriyaar Zaidi, Huma Akber. less
Formative Research: CCP utilized primarily 3 sources: 1) A recent national survey on youth in Pakistan by Population Council entitled, ‘Adolescents and Youth in Pakistan: 2001-2002: A Nationally representative Survey’; 2) Formative research conducted by CCP, led by Lowe & Rauf Pvt. Ltd, which included Focus Group Discussions (FGDs) and In-depth Interviews (IDIs) examining attitudes and behaviors toward reproductive health,... more
Formative Research: CCP utilized primarily 3 sources: 1) A recent national survey on youth in Pakistan by Population Council entitled, ‘Adolescents and Youth in Pakistan: 2001-2002: A Nationally representative Survey’; 2) Formative research conducted by CCP, led by Lowe & Rauf Pvt. Ltd, which included Focus Group Discussions (FGDs) and In-depth Interviews (IDIs) examining attitudes and behaviors toward reproductive health, family planning and transition to marriage; and 3) a literature review conducted by CCP on youth and reproductive health in Pakistan. Select findings from formative research: 1) Marriage is a major turning point in the lives of young people. Married life often means loss of freedom for men as well as women. However, many men and women look forward to it as it is anticipated to bring a positive change in status to both; 2) Mostly females report having very limited access to knowledge of sex and sexuality; males have more information. Even men report feeling the information they have is basic, not adequate to ensure confidence into marriage and to lead a healthy married life. 3) Problems faced after marriage appear to be discussed almost exclusively with one’s spouse, as men and women report the spouse becoming the center of their life; 4) Family planning is associated with birth control, spacing between babies and FP methods among the target population; 5) Doctors and LHW’s are considered when FP is discussed. Young men and women report believing that good information is expected from experts such as doctors, such as those who work for clinics like Green star and Key; 6) A common belief reported is that only females are provided guidance at such clinics. It was mentioned that FP ads typically portray lady doctors with only females are shown visiting; 7) Males report believing that no guidance related to their specific concerns is provided. Additionally, men report that it is believed that only face these problems, therefore they need the information and instructions more then men. less
Formative Research Links:
Adolescents and Youth in Pakistan 2001-2002: A Nationally Representative Survey
Pretesting: Pretesting was conducted by Lowe & Rauf Pvt. Ltd.; several useful findings emerged from the pretesting and concepts were revised accordingly.
Summative Evaluation: CC hired Contech International Health Associates, a local research institution, through a competitive bidding process, to conduct a summative evaluation of Youth First mass media component activities. The evaluation was designed to assess the effectiveness of the mass media component of the Youth First Project including the drama serial, TV and radio spots and music video. A post-only household survey... more
Summative Evaluation: CC hired Contech International Health Associates, a local research institution, through a competitive bidding process, to conduct a summative evaluation of Youth First mass media component activities. The evaluation was designed to assess the effectiveness of the mass media component of the Youth First Project including the drama serial, TV and radio spots and music video. A post-only household survey was conducted in the cities of Karachi and Lahore. The survey consisted of face to face interviews with females between the ages of 16-24 and males between the ages of 18-29. The evaluation included several questions pertaining to newlywed counseling including knowledge about the services offered, use of these services at Green Star Clinics and future intention to use these services. There were significant differences among the exposed and the matched group of unexposed respondents with regards to knowledge about the availability of newlywed counseling at Green Star Clinics, use of these newlywed counseling services as well as intention to use these services in the future. There were also significant differences by exposure on how important respondents felt it was for couples to seek newlywed counseling services and for married couples to go to Green Star Clinics to seek newlywed counseling.|Qualitative Research: CCP added a qualitative research component to the YF project evaluation to better understand the impact of the drama on target audiences. CCP and local research consultants conducted a set of 20 IDIs (In-Depth Interviews) in Karachi and Lahore. IDI participant criterion was: Male youth between the ages of 18 and 29 years who had seen the drama Kaisey Kahoon and Female youth between the ages of 16 and 24 years who had seen the drama Kaisey Kahoon. Key findings from the qualitative research: IDI participants indicated that Kaisey Kahoon was a “meaningful family drama” and a “very good and reliable mode for raising awareness”; Many IDI participants reported discussing the drama with their family members and friends. less
Summative Evaluation Links:
click here for a more complete summary of the formative research, and evaluation results
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