This was presented at the June 2004 UNICEF meeting dedicated to examining communication in the context of the final push to eradicate polio. The presentation addresses specifically the use of mass media as a communication tool in the polio eradication initiative in Pakistan. A mixed media approach is used, including spots, jingles, testimonials and celebrities. Channels used include national and regional television, radio and newspapers, as well as closed circuit television (CCTV), information display, cinema and transit. Television is available to over 89% of the population and is described as producing a "band-wagon" effect essential to the mass mobilisation of population that organisers consider necessary.

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