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Promoting Comprehensive Sexuality Education in Pakistan Using a Cocreated Social Media Intervention: Development and

Furqan Ahmed1,2, Ghufran Ahmad3, Katharina Eisinger1

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Summary

Digital social media effectively promotes comprehensive sexuality education (CSE) in Pakistan, overcoming community resistance through influencer-led awareness campaigns. This approach engages the public and addresses misconceptions about CSE.

Keywords:
community readinessdigital health interventionsinfluencer marketingsexuality educationsocial media

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Area of Science:

  • Public Health
  • Social Sciences
  • Digital Communication

Background:

  • Comprehensive sexuality education (CSE) is a human rights-based approach to sexuality education.
  • Community readiness assessments in Pakistan indicate resistance to school-based CSE due to misconceptions.
  • Lack of understanding fuels reluctance towards implementing CSE programs.

Purpose of the Study:

  • To develop and evaluate a digital social media intervention addressing community resistance to CSE.
  • To introduce CSE content, its benefits, and counter misconceptions using awareness campaigns.
  • To leverage community readiness levels for effective CSE promotion.

Main Methods:

  • Focus group discussions with stakeholders informed intervention development.
  • Co-created audio-video content with social media influencers.
  • Evaluated audience reach, engagement, and retention on Facebook, YouTube, and Instagram.

Main Results:

  • Social media platforms achieved significant reach (over 430,000 and 735,000 views).
  • High public engagement (11,578 interactions) demonstrated responsiveness to CSE content.
  • YouTube offered the highest audience retention, with predominantly male viewership from Punjab.

Conclusions:

  • Digital social media platforms are effective for promoting CSE and raising awareness in Pakistan.
  • Influencer marketing on social media can overcome societal opposition to sexuality education.
  • Targeted content can increase public support and understanding of CSE.