How Traditional Drummers Are Helping Families Protect Their Children from Polio in Punjab
Rawalpindi, Punjab:
The sound of drums is enough to rouse even the sun, prompting it to wrestle the smog for a front-row seat in this Rawalpindi neighbourhood.
Soon, the source of the music comes into view. A local drummer walks through the streets with a banner wrapped around him.
The banner reads “Let’s Vaccinate children regularly to eradicate polio. The latest drive begins on January 8. Help us vaccinate your children whenever a health team visits your house.” He moves from one street to the next playing the drum. Children rush out of their homes to follow him. They dance to familiar tunes. Tea stall owners pause their work and women lean from windows to see what is happening.
The lively procession is more than entertainment. It is part of an innovative community engagement initiative developed by UNICEF's Social and Behaviour Change (SBC) team in Punjab to encourage families to vaccinate their children against polio. The campaign uses local cultural traditions to deliver an important public health message in a way that feels familiar, engaging and welcoming.
A Familiar Beat, A Life-Saving Message
The drummer pauses for the call to prayer and the music falls silent. Moments later, seven-year-old Gul Bahisht steps forward holding a book.
She reads a message reminding parents that Pakistan is close to eradicating polio but that the virus still threatens children. She urges families to vaccinate every child during every campaign to protect them from lifelong paralysis.
When she finishes, the drums begin again. The children happily continue following the procession through the neighbourhood.
Using Culture to Build Trust
The campaign was designed to overcome a communication challenge.
Sajida Mansoor leads UNICEF's Social and Behaviour Change work in Punjab. She explains that many parents had become overwhelmed by repeated vaccination messages. A fresh approach was needed to reconnect with communities and remind families about upcoming polio campaigns.
"Out-of-the-box thinking was required to respond to the challenge of missed children. That's how we came up with the fun idea of using drums to spread awareness and promote key immunization dates as part of the national polio drive."
The music was carefully selected to reflect the culture of the communities where the campaign was carried out. As a result, the community has been very receptive to the Polio Vaccination Programme.
Opening closed doors
The strategy quickly gained attention.
When vaccination teams returned to the neighbourhoods, they found families more willing to engage. In Union Council 5 the approach was first introduced, along with selected areas of Rawalpindi and Lahore. Parents opened their doors more quickly. Vaccinators now reach more children during the campaign. Children were also more welcoming towards vaccination teams. The campaign is making immunization visits smoother and more effective.
The results reflected that positive response. Punjab's January 2024 polio campaign achieved 96 per cent coverage. In the union councils where the drumming campaign was introduced, vaccination teams reached every available child.
Punjab has not reported a polio case since 2020. Environmental surveillance still continues to detect the virus. It is a reminder to health authorities that the risk remains and that communities must continue protecting every child through vaccination.
Every Beat Brings Pakistan Closer
Sometimes the most effective public health messages are delivered in familiar ways. In Punjab, the sound of a traditional drum became more than music. It became a call for parents to protect their children, helping communities come together in support of a shared goal—a future where every child is safe from polio.
