PESHAWAR, (APP – UrduPoint / Pakistan Point News – 25th Apr, 2026) To raise awareness about importance of immunization and improve vaccine uptake in low-performing areas of Khyber Pakhtunkhwa, the Civil Society Human and Institutional Development Programme (CHIP) is engaging communities through culturally relevant messaging and storytelling in the local Pashto language.
“A culturally relevant approach involves conveying messages to target populations using local models of interaction, communication styles, and social norms that are familiar and meaningful to the community,” said Durre Shahwar Khan, Chief Executive Officer of CHIP.
Speaking to APP, she said that with the support of Expanded Programme on Immunization (EPI) and Gavi, the Vaccine Alliance, CHIP is organizing puppet shows in five districts of KP including Peshawar, Khyber, Dera Ismail Khan, Lakki Marwat, and Bannu where vaccine acceptance remains low.
These interactive shows are designed to engage communities, address misconceptions, and encourage parents to ensure their children receive routine immunization. Audiences are educated about the critical role of vaccines in safeguarding the health of children and families.
In addition to puppet shows, CHIP has deployed teams of Community Resource Persons to conduct outreach activities in areas identified by the Health Department. These teams visit villages with reported vaccine hesitancy, holding meetings with parents to address concerns and dispel myths.
“In many of these areas, there is a shortage of Lady Health Workers, so our teams conduct door-to-door visits and engage directly with families,” she added. These sessions ensure that information is not only understood but also accepted and applied.
The organization also organizes immunization camps to reach zero-dose children.
Alongside vaccination services, awareness sessions are conducted to inform parents about immunization schedules and their importance.
To tackle persistent refusals, CHIP is also engaging religious scholars, recognizing the influence of faith leaders in shaping community perceptions and decisions.
At the awareness stage, the Primary goal is to educate communities about the value of immunization in preventing life-threatening diseases. Special emphasis is placed on addressing myths and highlighting the real-life benefits of vaccines.
Durre Shahwar Khan noted that CHIP plays a transformative role in strengthening communities, improving health systems, and building resilience in underserved regions.
Beyond immunization, CHIP works across multiple sectors, including social mobilization, governance, health, education, sponsorship programs, water and sanitation, hygiene education, and climate change.
The organization is also actively observing World Immunization Week 2026 with enthusiasm. Awareness walks were organized in Lakki Marwat and Bannu, drawing participation from the public, government officials, and representatives of the Health Department.
In Lakki Marwat, the event saw strong community engagement, reflecting a shared commitment to strengthening immunization efforts. Similarly, in Bannu, an awareness walk was held at the District Health Office, led by local health officials and staff, highlighting the importance of routine immunization in protecting children from vaccine-preventable diseases.
CHIP is also leveraging social media platforms, including TikTok, to expand its outreach. “Through short, engaging videos, we aim to dispel myths and inspire people to make informed health decisions,” she said.
