Mass media campaign for detection, management and prevention of GDM, Pakistan

Objectives

Pakistan is facing major healthcare challenges; the burden of diabetes is one of them. According to research, Pakistan has a high prevalence of diabetes, with more than 6,6million people affected by diabetes. Punjab, Sindh and Baluchistan have indicated a higher prevalence of Type 2 diabetes and Impaired Glucose Tolerance (IGT) in Pakistani women compared to men. Diabetes care in Pakistan is insufficient. The country as a whole has failed to provide any action plan regarding diabetes care or prevention. Individual physicians and institutions are those who mainly attempts to manage diabetes care in the private sector. In general, there is poor awareness of diabetes and GDM.

The main goal is to create awareness on GDM through mass media campaign for women, their families and adolescents in the target areas of three provinces of Pakistan. Additionally, to educate and train doctors and healthcare professionals (HCPs) for pre-conception counselling, early detection, management and post-partum screening for diabetes..

Approach

In order to reduce the rising burden of diabetes in Pakistan, this project strives to address the issue of GDM as it is an important factor in the primary prevention of diabetes. Doctors and healthcare professional will receive training with the aim of strengthening basic knowledge and develop practical skills within diabetes and GDM.

A Project Management Office will be established, which will operate with administrative tasks and ensure implementation of project activities in all three regions. Additionally, three Regional Project Offices (RPO) will also be set-up in the main cities of Sindh, Punjab and Khyber Pakhtunkhwa province. These offices will mainly be responsible for monitoring, screening and postpartum follow-up.

Furthermore, surveys will be conducted by third party and will consist of qualitative survey for healthcare professionals and quantitative survey for female targeted population. Moreover, massive awareness campaign for community will be developed. They will consist of general awareness on GDM and lifestyle, consequences of untreated GDM and accessibility of health services. An emphasis on “75 gm glucose tolerance test” as the “first step” towards screening and diagnosis of diabetes will be included in the “Pehla Qadam (First step) campaign, the aim will therefore be to motivate the pregnant women to undergo the test, to be performed free of cost. These awareness campaigns will use platforms such as electronic media, community awareness programs, Mobile Marketing and Educational institutions.

Results at completion

- Established a Project Head Office and 3 regional project offices
- Handbook on GDM developed, published and distributed.
- Large scale awareness campaigns on GDM through 27 radio talk shows and 18 TV talk shows, mobile campaigns, and radio spots.
- 135 lectures on GDM conducted at educational institutions and 135 school competitions.
- 12,000 pregnant women screened and 2,109 diagnosed with GDM.
- 1,639 doctors and 2.140 HCPs trained
- One national GDM advocacy forum and three regional advocacy forums held.