EFFECTS OF UNIVERSAL PRIMARY EDUCATION COMMUNICATION CAMPAIGN ON PARENTS IN DISTRICT LODHRAN-PAKISTAN

The study “The effects of Universal Primary Education Communication Campaign on Parents: The case study of District Lodhran” conducted to check the effectiveness of UPE campaign on the citizens of the Lodhran, South Punjab, Pakistan. The study also analysed the awareness and adoption level of UPE campaign as well as find out different methods used by UPE communication campaign. For this study a questionnaire comprising 42 questions was distributed among 300 respondents in District Lodhran to find out results. As well as SPSS used for data analysis and statistical tools for hypothesis testing. Result presented in the form of tables, graphs and charts. The result shows that the residents of Lodhran have sufficient knowledge about the Universal Primary Education. It also reveals that interactive communication campaign as door to door campaign and teachers are more effective in the promotion of Universal Primary Education in Lodhran. The study supports the theoretical framework of “Social Learning Theory” completely and cultivation theory and agenda setting theory to some extent as majority of people aware about Universal Primary Education from interactive communication and some percent from media.