Yasir Waseem I
The study “The Effects of Anti-dengue Media Campaign of Government of Punjab: A Case Study of Gujranwala city” conducted to determine the level of awareness of the provincial government anti-dengue campaign on the citizens of the Gujranwala, central Punjab, Pakistan. The study also analyzed to find out the understanding of the residents of Gujranwala about the cause, preventions and identification of dengue disease as well as the effects of the medium on residents. For this study a questionnaire compressing eleven questions was distributed among 300 respondents in district Gujranwala to find out results. The study reveals that the anti-dengue media campaign of the government of Punjab successes due to the use of Television in the area. The finding also exposed that television is the effective source of information for such type of epidemic disease in the Gujranwala particularly and in the country generally. The study supports the theoretical framework of ‘Social learning Theory’ that emphasized on the importance of observing and modeling the behaviors attitudes and emotional reactions of others. Under the said assumption the citizen of the Gujranwala also get awareness and learn from the media about dengue disease, causes, prevention and identification.
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