IMPACT OF MEDIA CAMPAIGNS ON SHAPING CHILD WELFARE POLICIES IN MULTAN, PAKISTAN

Abstract

In the contemporary digital age, media serves as a powerful catalyst for social change and advocacy. This study investigates the role of both traditional and digital media platforms in raising awareness about child labor and influencing child welfare policies in Multan, Pakistan. Drawing on survey data, in-depth interviews, and media content analysis, the research explores public awareness, policy shortcomings, and the root causes of child labor. The study emphasizes media’s role in information dissemination, policy advocacy, and community engagement. Guided by Agenda Setting Theory and the Capability Approach, the findings highlight the need for an integrated strategy that merges media advocacy with legislative action and effective policy implementation. The study aims to support the advancement of child welfare initiatives and contribute to the achievement of the Sustainable Development Goals (SDGs).