Mothers-in-law as Key Influencers: Study on a Radio Drama Intervention to improve Maternal and Child Health in Pakistan

Mothers-in-law play an integral role in promoting maternal and child health practices in rural Pakistan. This study discusses the design, implementation, and evaluation of a 25- episode radio drama featuring the mother-in-law as the primary influencer for maternal and child health practices. The radio drama was designed after an extensive pre-drama audience research comprising of 10 focus groups, and 14 in-depth interviews in Bagh and Mansehra. Post-drama evaluation comprised two focus groups in the target areas. The endline evaluation found that viewership of the drama improved communication between people of all age groups and social roles without offending their dignity, intelligence, and sense of tradition. Additionally, the findings showed that the audience demonstrated improvement in knowledge about danger signs for mother and child, as well as positive attitudes to seeking timely service from a trained healthcare provider. The study makes a contribution to existing health communication campaigns by introducing a culture-centric approach, through radio dramas, to influence mothers-inlaw and consequently impact maternal and child health practices.

Impact of Big Five Personality Traits on Organizational Commitment in University Academia of Pakistan

The purpose of the present study is to examine the impact of personality traits (big five) on organizational commitment (affective commitment, continuance commitment and normative commitment). Respondents of the present study constituted University academia from three public sector Universities of Southern Punjab, Pakistan. Multiple regression analysis was performed to test the hypotheses. Results identified the significant impact of agreeableness towards the development of affective commitment and continuance commitment; however, insignificant association was recognized between agreeableness and normative commitment. Results of the study also indicated that conscientiousness and extraversion have profound impact towards all three types of organizational commitment. Neuroticism was found to be significantly associated with only affective commitment. And openness to experience contributed towards the development of affective commitment and normative commitment. Inclusion of big five personality analysis during recruitment test of employees will help human resource department towards the selection of committed work force. Moreover, findings of the study also provides insights for developing policies regarding performance appraisal, training, coaching and mentoring to enhance organizational commitment and retain required employees with different personality traits. The theoretical contribution of this study rests in its comprehensive approach enclosing impact all big five personality traits towards three components of organizational commitment in the context of University academia of Southern Punjab.