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Since last decade, it has been observed that shopping habits of consumers in Pakistan have been changed enormously specially after the “SALE” offered by almost every brand. People are always found in malls and shopping centers now. Whether it is grocery or clothing shopping, women always carry their children with them who now are so used to it and enjoy going to malls. As there are very less outdoor activities for children in Pakistan, they enjoy the mall visits where they can play in fun factory.


Since the outbreak of covid19, the government has implemented strict lockdown several times with complete closure of schools to protect people specially children from this deadly virus. Even after closing the schools and setting strict SOPs, it has been observed that children are still playing outside and visiting the shopping malls without adhering to the SOPs. With the new variant of Coronavirus traced in Pakistan that adversely affect children, the government is planning to launch an awareness campaign for children to stay home by showing them the activities they can do at home like playing video games, pool party at terrace, and watching animated movies or documentaries. As part of the campaign, an advertisement has been designed with the theme “Stay Home, Stay Safe”, showing kids playing video games/watching TV at home. This ad is planned to be played on television as well as on social media. The campaign specifically targeted children without giving any direct attention to parents, teachers, or any other influencers.



• In Pakistani culture, the children are considerably influenced by their parents in terms of the activities they perform; thus, the current strategy of focusing only on kids during campaign is enough? Or the campaign should also focus on parents? (2 marks)

• Give at least two logical reasons. (3 marks)

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