Sana Ahmed


Master of Science in Economics

Faculty / School

Faculty of Business Administration (FBA)


Department of Economics

Date of Submission



Dr. Qazi Masood Ahmed, Institute of Business Administration, Karachi

Project Type

MSECO Research Project

Access Type

Restricted Access


Pakistan is the 6th most populous country of the world while contraceptive prevalence rate (CPR) is only 34% (PDHS 2017-18). There is not much literature available where the link between exposure to family planning messages on media and contraceptive uptake amongst married women in Pakistan has been explored. This paper aims to address this very gap in literature. Using PDHS 2012-13, it was observed that media exposure with regard to family planning programs has vastly differing impact amongst provinces on married women and their use of birth control. TV is found as the most impactful medium in comparison to radio and magazine. Radio ranks next in impact whereas magazines as a source of information has almost no statistical significance. Further, impact of these on contraceptive uptake varies between provinces. This implies that concerned authorities will have to tailor make media campaigns for the provinces taking into consideration the socio-economic context of each.


viii, 18

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