Managing WhatsApp Groups for TB Information UNDP
In an era where public health challenges intersect with technological possibilities, GSoft Sols undertook a unique and impactful initiative under the guidance of the United Nations Development Programme (UNDP), executed as part of the Merged Areas Governance Project (MAGP). The project was centered on one of the most pressing health issues in the region: Tuberculosis (TB). With a strong emphasis on real-time communication, misinformation mitigation, and behavioral change, the project aimed to raise awareness, build trust, and reduce stigma associated with TB, particularly among marginalized and underserved communities across the former Federally Administered Tribal Areas (FATA).
Rather than adopting conventional awareness models, this initiative chose WhatsApp, a communication tool already integrated into the daily routines of millions, as its core medium for health messaging and dialogue. GSoft Sols took on the responsibility of designing, implementing, and managing a comprehensive framework that leveraged this platform to its full potential, ensuring consistent, localized, and interactive engagement with the population.
Background and Context
Tuberculosis remains a major health concern in Pakistan, particularly in areas where access to healthcare services, awareness campaigns, and reliable information is limited. The Merged Areas, due to their unique political, cultural, and geographical characteristics, have long struggled with limited health infrastructure and low levels of public health literacy. Misinformation, social stigma, and a lack of timely intervention often worsen the situation for those suffering from or at risk of TB.
Against this backdrop, GSoft Sols was engaged to develop and execute a strategic communication plan that could overcome the traditional barriers to awareness. The use of WhatsApp was not incidental; it was a deliberate choice based on the platform’s reach, accessibility, and cultural adaptability within the region. This allowed the project to reach individuals in remote areas where traditional media channels may not be effective, and where digital tools could serve as bridges for health education and social inclusion.
Initial Planning and Infrastructure Development
Before any communication began, extensive groundwork was laid by GSoft Sols. The project began with the internal setup of infrastructure capable of managing large-scale digital communication. A significant number of dedicated smartphones were procured exclusively for the project. These devices were configured with necessary security measures, standardized naming conventions, and WhatsApp Business features to ensure consistent management.
Each mobile device was designated to a specific moderator, and every moderator underwent comprehensive training. Training modules covered cultural sensitivity, data privacy, effective communication, misinformation identification, behavioral monitoring, and use of WhatsApp’s advanced features such as group settings, broadcast lists, message scheduling, and media optimization.
A team of engineers and digital communication specialists developed the initial group structure and segmentation strategy. The total of 360+ WhatsApp groups were classified according to language preference (Urdu, Pashto, English), region (Khyber, Mohmand, Orakzai, Bajaur, etc.), demographic alignment (age, gender, role), and engagement type. The groups were divided into distinct categories:
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Amplified Groups
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Non-Amplified Groups
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Non-Controlled Groups
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TB Survivors Groups
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Direct Messaging (DM)
Each group was limited to approximately 50 participants to ensure focused interactions and easy manageability. A unique feature was the assignment of dedicated moderators to each group, ensuring that queries and discussions were never left unattended. This decentralized but highly coordinated structure allowed GSoft Sols to maintain real-time oversight while ensuring personalized attention within each community segment.
Content Development and Messaging Strategy
The core content for this project was built in consultation with health professionals, UNDP advisors, and MAGP communication leads. The messages were designed not just to inform, but also to clarify, engage, and encourage behavioral change. Key themes covered included:
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Identification and understanding of TB symptoms
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Importance of timely medical testing
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Treatment protocols and free government health facilities
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Transmission risks and prevention measures
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Addressing and reducing the stigma surrounding TB
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Personal narratives from TB survivors
To ensure maximum comprehension, messages were crafted in multiple formats and languages. These included:
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Textual content with clear, easy-to-understand language
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Infographics illustrating symptoms, causes, and treatment steps
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Short videos for visual engagement, optimized for mobile data consumption
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Voice notes recorded in Pashto and Urdu to overcome literacy challenges
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FAQs and myth-busting messages targeting the most common misconceptions
Content dissemination followed a structured weekly calendar. Moderators used a combination of scheduled messages, engagement prompts, and interactive tools to maintain continuous dialogue. Participants were encouraged to share feedback, respond to polls, and ask questions, thus turning the groups into active learning environments rather than passive information boards.
Engagement Mechanics and Community Dialogue
The most impactful aspect of the initiative was its ability to facilitate two-way communication in a space where participants often felt overlooked or misinformed. The groups became digital forums for expression, learning, and support.
Moderators played a pivotal role in guiding discussions, answering questions, and ensuring that respectful dialogue was maintained. Every participant query, whether medical, emotional, or logistical, was addressed within an eight-hour window. In urgent or sensitive cases, participants were contacted individually through Direct Messaging to offer more detailed information or emotional support.
TB survivors, in particular, were central to the engagement strategy. Their participation in dedicated groups and willingness to speak openly about their experiences provided authenticity and emotional resonance to the campaign. Their stories often became turning points for group discussions, inspiring others to ask questions, share their own doubts, or express support for those undergoing treatment.
Monitoring, Analysis, and Reporting
Robust monitoring mechanisms were developed to evaluate both quantitative and qualitative aspects of the project. GSoft Sols developed real-time dashboards to track:
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Number of messages sent and received
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Participant engagement rates (read receipts, replies, reactions)
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Topics of highest engagement
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Number of misinformation cases flagged and corrected
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Patterns in user behavior and recurring questions
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Dropout rates and inactive user identification
In addition to day-to-day oversight, comprehensive monthly reports were prepared and submitted to MAGP. These included:
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Statistical summaries (group performance, moderator activity, message volume)
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Behavioral insights (regional variations in stigma, interest levels, health-seeking intent)
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Documentation of testimonials and user-submitted content
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Lessons learned and recommendations for future outreach
This continuous feedback loop helped refine communication strategies, update moderator training, and adapt the message tone or format based on community response.
Outcomes and Social Impact
The outcomes of the project extended far beyond digital engagement metrics. The initiative successfully engaged over 12,000 participants across the region. Some of the most significant results included:
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A documented increase in TB awareness and understanding of treatment protocols
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Open acknowledgment of TB stigma and its gradual reduction through shared stories
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Improved health-seeking behavior, especially among individuals who had previously remained silent due to fear or lack of knowledge
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Strengthened trust between communities and public health institutions, as reflected in user feedback
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Widespread correction of misinformation, often within minutes of it being posted
The project also allowed for deep insights into the behavioral landscape of the target regions. Many participants, who had never interacted with formal health awareness systems, expressed appreciation for the interactive, respectful, and fact-based nature of the communication. The digital medium created a sense of privacy and inclusion that traditional formats often fail to offer.
GSoft Sols’ WhatsApp-based TB awareness initiative represents a significant advancement in how technology can be used to meet public health challenges in complex socio-geographical contexts. Through meticulous planning, localized communication, structured engagement, and strong content ethics, the initiative demonstrated how a simple tool like WhatsApp could be transformed into a powerful platform for social health dialogue.
This model showcases not only a technical success but also a deeply human achievement, enabling conversations where there was once silence, correcting myths where there was confusion, and building connections where isolation prevailed. By ensuring that every voice was heard, every question was answered, and every group remained active and safe, GSoft Sols reaffirmed its commitment to meaningful, inclusive, and community-driven health communication.
