Qualitative Formative Research Findings
PAIMAN carried out formative research study from September 2005 to May 2006 in seven districts, 3 in Punjab (DG Khan, Khanewal and Rawalpindi), 2 in Sindh (Dadu and Sukkur) and one each in Balochistan (Jaffarabad) and NWFP(Buner). Johns Hopkins University Center for Communication Programs (JHU-CCP) under PAIMAN is responsible for the Behavior Change Communication (BCC) Component of the project. The Formative Qualitative Research Studies were carried out by JHU-CCP in order to understand underlying causes pertinent to existing attitudes, knowledge, norms and practices among communities regarding maternal and newborn health. Research findings helped in finalizing the Communication, Advocacy and Mobilization (CAM) Strategy of PAIMAN leading to district specific strategic communication interventions with uniform messages on maternal and newborn health.