1

“SOCIAL MARKETING”

DRUG USERS IN KARACHI, PAKISTAN

MUHAMMAD SALAH (532-2020)

UNSA NISAR (1892-2019)

MAHRUKH RIZVI (674-2020)

INSTRUCTOR
SIR FARAZ AHMED KHAN
(Lecturer)

Research Project of Bachelor of Business Administration

Faculty of Management Sciences, Department of business

Administration

INDUS UNIVERSITY
 2

ACKNOWLEDGEMENT

First of all, we would like to thanks ALLAH ALMIGHTY who has given us the courage and

ability to complete our research project. We foremost offer our sincerest to our supervisor.

Maam Asma, who has supported us throughout our research project with his patience and

knowledge whilst allowing us the room to work in our own way. We attribute the level of

our Bachelor’s degree to his encouragement and efforts and without her this research project

too, would not have been completed or written. Sir Faraz Ahmed provided us with all of the

documentation samples covered in this project as well as many others, with consistent

quality one simply could not wish for a better or friendlier supervisor.

A big part of gratitude is for our parents who work harder and harder to us to

complete our education and take best care of us in all aspects of life.

We also want to thanks our class fellows who always support each other and help

making projects and meeting deadline. We are thankful to those too, who build barriers in

front of others’ success by taunting and cheap comments that make us work harder.

MUHAMMAD SALAH (532-2020)

UNSA NISAR (1892-2019)
MAHRUKH RIZVI (674-2020)
 3

TABLE OF CONTENT
Table of Contents
1-INTRODUCTION 1-2
1.1 mission 3
1.2 vision 3
Type chapter title (level 1) 4
Type chapter title (level 2) 5
Type chapter title (level 3) 6
Type chapter title (level 1) 4
Type chapter title (level 2) 5
Type chapter title (level 3) 6
Type chapter title (level 1) 4
Type chapter title (level 2) 5
Type chapter title (level 3) 6
Type chapter title (level 1) 4
Type chapter title (level 2) 5
Type chapter title (level 3) 6
Type chapter title (level 1) 4
Type chapter title (level 2) 5
Type chapter title (level 3) 6
 4

EXECUTIVE SUMMARY

A recent study reveals a serious drug crisis in Pakistan, with 6.7 million people using drugs

and 2 million struggling with addiction. Widespread abuse of cannabis and heroin, fueled by

their affordability, is a major threat, worsened by Afghanistan's role in global heroin production.

In Punjab, injection drug users spiked from 90,000 in 2007 to 500,000 in 2014, leading to

increased HIV cases. Pakistan sees a yearly increase of 40,000 drug addicts, ranking it among the

most affected nations globally.

In Karachi, 71.5% of drug users are under 35, 50% are employed despite half being illiterate.

The study emphasizes the need for interventions addressing socio-economic factors,

demographics, and individual beliefs.

Among Karachi's drug users, 50% are aged 15-20, and women make up only 22.2%.

Inhalation and smoking are common methods, with 67.8% funding addiction from personal

funds. Relationship issues (45.0%) are a significant psychological factor, and 47.0% blame bad

social influences. The study urges urgent government action to address the ease of drug

availability in Karachi and calls for realistic assessments and improved rehabilitation efforts.

The study confirms that habitual drug use is widespread, influenced by psychological and

socioeconomic factors. Government-level initiatives are crucial to mitigate addiction risks.

Education, awareness programs, and regular interventions are recommended to curb

inappropriate drug use and foster a healthier society.

5
 1

1- INTRODUTION

Drug dependence is defined as “…. a state arising from repeated, periodic or continuous

administration of a drug that results in harm to the individual and sometimes to society”.

There is allargando growing body of research on the causes, risk factors and correlates of

substance use. Generally, addictive drugs can act as positive enforcers (producing euphoria) or as

negative reinforces (alleviating symptoms of withdrawal or dysphoria). The drug abuser may

expect or perceive the benefits of drug use as the attainment of pleasurable feelings (relaxation),

increased social interactions (reduced inhibition), alteration of their psychological condition to a

more desirable state (escapism), physical changes (anabolic steroids) or avoidance of withdrawal

symptoms in someone who is dependent on drugs. According to the World drug report 2000,

from the United Nations Drug Control Programmed, Pakistan is one of the countries hardest hit

by the narcotics industry.

According to the United Nations Office on Drugs and Crime, Pakistan has 6.7

million drug users. Almost 2 million of these are addicts, amongst the highest numbers

for any country in the world. According to a research article published in 2020 in

Elsevier, the first step towards drug addiction starts with smoking. Researchers also state

that drug usage in movies also influences the behavior of drug consumption among

university students.

Abuse of cannabis and heroin, both of which are extremely cheap and easy to get,

is rife in the country. Most of the drugs come from Afghanistan, the country that is

responsible for at least 75% of the world's heroin. The UNODC calculates that more than

800,000 Pakistanis between the ages of 15 and 64 use heroin regularly. It is also

estimated that up to 44 tons of processed heroin are consumed annually in Pakistan. A

 2

further 110 tons of heroin and morphine from neighboring Afghanistan are trafficked

through Pakistan to international markets. Furthermore, Pakistan's illegal drug trade is

believed to generate up to $2 billion a year.

The number of cannabis users is particularly high in the Khyber Pakhtunkhwa province of

Pakistan, which neighbors Afghanistan, where close to 11 percent of the population is hooked on

drugs (mainly Cannabis). In 2013, the number of drug users in Balochistan was 280000.

In Pakistan, the total number of drug addicts as per a UN report is 7.6 million,

78% of whom are male, while the remaining 22% are female. The number of these

addicts is increasing at the rate of 40,000 per year, making Pakistan one of the most drug

affected countries in the world.

The number of injection drug users in Punjab has also increased sharply in the recent

years. In 2007, Pakistan had an estimated 90,000 injecting drug users, but the number had

risen to around 500,000 by 2014. This increase has also been accompanied by an increase

in HIV positivity. According to research, in 2005, about 11 percent of Pakistani drug

users were HIV positive. That number had risen to 40 percent in 2011.

According to a survey there are about 3.5 million drug abusers, and the numbers are

growing at an annual rate of 7%. An exami-nation of the social and demographic

correlates of drug users in Karachi re-vealed that 71.5% were aged less than 35 years,

with the highest proportion in the 20–30 years’ age group. Al-most 50% of drug users

were illiterate, yet, surprisingly, a similar percentage was employed. Among occupational

categories, the frequency of drug abuse was highest among those in skilled and unskilled

labor categories (50.8%), followed by sales (16.8%), agriculture (7.4%) and students

(7.4%). The present study aimed to add to the body of knowledge about drug use in
 3

Pakistan by describing the socioeconomic profile and beliefs and practices of a sample of

drug users in the city of Karachi, Pakistan.

1.1 MISSION

We're on a mission to study drug use in Pakistan and help people understand how it can

harm their health. We want to give communities the knowledge they need to make smart

choices and create a Pakistan free from the negative impacts of drug abuse.

1.2 VISION

We dream of a Pakistan where people know the risks of drug use and choose healthier

paths. Our goal is to support prevention, intervention, and recovery, creating a future

where everyone makes informed decisions for a vibrant and drug-free nation. Join us in

building a resilient and healthy Pakistan together.

4
 5

2- METHOD

This was a descriptive questionnaire study of drug users in Karachi city, Pakistan. Karachi is one

of the world’s largest cities in terms of population (around 18 million), with a mix of ethnic

groups.

2.1 SAMPLE

The sample was a convenience sample drug users of different Rehabilitation Centers located in

different areas of Karachi and including people from different age groups, social backgrounds

and employment status. A group members were trained in how to conduct interviews and fill the

questionnaire. We visited different areas of the city which had a reputation of being places used

by drug addicts and identified suitable people to interview. Some drug users were identified from

personal contacts.

All individuals participating in the study were initially approached by the field

workers and informed about the objectives of the study and were given an explanation

about the questionnaire, that participation was entirely on a voluntary basis and that

responses were

anonymous.

The drug users were interviewed by a researcher using a questionnaire. The

specially-designed questionnaire include demographic data of participants was limited to

age, sex and occupation. The survey form was designed to obtain information about the

respondents’ drug use practices (types of drugs used, sources of drugs and frequency and

routes of use); attitudes to their drug use (motivation for drug use in terms of mood

before and after taking drugs, and its effect on social relationships and their role in
 6

society); and beliefs (about the causes of their drug dependency and parental/ family

response to drug use).

Note: The data were analyzed and presented as simple frequencies and percentages.

3- RESULTS

3.1 DEMOGRAPHIC DATA

Age group Total (n = 100) Males (n = 79) Females (n = 21)

(years) No % No. No %
15–30 45 45 38 13 13.4
31–40 39 39 25 08 26.8
41–50 16 16 16 00 18.9
Out of the 100 participants, 78 (78%) were males and 23(23.0%) were females. A majority of

respondents (45%) were aged 15–30 years (Table 1). The occupations of the drug users were:

employer, student, beggar, general duty servant and other.

Table 1 Age and sex distribution of the sample of drug users

3.2 PATTERN OF DRUG USE

The most commonly used drugs were cocaine (32%) and crack-cocaine (15.0%), followed by

amphetamines (11.0%), alcohol, caffeine, barbiturates and benzodiazepines (10.0% each). Most

of the individuals had poly-drug addiction. Nasal inhalation was reported to be the most frequent

mode of administration of drugs (31.6%), followed by smoking (28.0%), oral (19.6%) and

parenteral routes (8.0%). About 12.8% used a combination of oral and parenteral modes (Table

2). Most drug users (67.0%) obtained their drugs from an unknown person, while 23.0%

obtained supplies from a friend and 10.0% from a pharmacy.

7
 8

Table 2. Types of substances used, frequency of drug use and source of money of
the sample of drug users (n = 100)

Variables No
Type of substance used
Cocaine 32
Crack- cocaine 11
Amphetamines 05
Alcohol 17
Barbiturates 09
Benzodiazepines 03
Caffeine 08
Ecstasy 06
Cannabis 04
Morphine and its analogs 05

Route of administration of drugs

Nasal inhalation 27
Smoking 28
Oral 14
Parenteral 16
Oral+ Parenteral 15

Frequency of drug use

Once a day 20
Twice a day 60
Alternate Days 10
When needed 10

Source of money for buying drugs

Employment 36
Pocket Money 22
Borrowed 15
Stolen 27
 9

3.3 MOTIVATION FOR TAKING DRUGS

Before taking drugs many of the respondents reported physical symptoms such as feelings of

“creeping”/dizziness/body aches (24.2%), sleep problems (18.6%) and vertigo/head-aches

(17.8%). Other respondents had mood problems, such as anxiety/anger (23.4%) and depression

(16.0%) (Table 3). After taking drugs they reported feelings of calm and peacefulness (22.0%),

that all their problems were solved (19.4%) or a general elevation of mood (12.8%).

N
Variables
o
Mood before taking drugs
4
Addiction urge/dizziness/body aches
5

Anxiety/anger 2
0
1
Loss of sleep/restlessness
5
1
Vertigo/headaches
5
0
Depression/feeling sad
5
Mood after taking drugs
5
Relaxed, calm and peaceful
5
1
Feeling that all problems are solved
9
1
Physically active
0
0
Healthy and refreshing
7
0
Psychologically strong
3
0
Mood elevation
6
10
 11

3.4 BELIEF ABOUT THE CAUSES OF DRUG USE

A majority of respondents started drug use due to bad social influences (keeping “bad company”)

(47.0%) Table 4. The second main cause was poor employment opportunities and financial

difficulties (23.4%). Some users developed their habit after using prescribed drugs (6.6%), while

a few attributed it to ease of availability of drugs (3.2%).

On a psychological level, the most common reason given by respondents for starting drug use

was stressful life events (28.0%), poor marital relations (21.4%), feeling of failure in life (18.2%)

and poor parental relations (15.8%). Only 25.4% blamed themselves for starting drug use; the

rest put the blame on their socioeconomic situation, parents/friends or a psychological or

emotional crisis.

3.5 ATTITUDE TO QUITTING

A high proportion (78.2%) of drug users wanted to quit their drug habit, while 21.8% were not

willing to quit. Less than a third of the respondents (29.0%) had ever tried to give up drug use by

themselves and the rest had never attempted to quit (38.8%) or thought that they could not do so

(32.2%). When asked about the conditions in which they would be ready to quit drug use, 37.8%

of respondents agreed they would quit if their employment/financial problems were solved or if

their family life became more stable (29.4%) or they achieved success in life (10.6%); 21.8% did

not recognize the need to give up their addiction.

 12

Table 4. Respondents’ beliefs about the causes of their drug dependency (n = 100)
 13

No.
variables
of
Beliefs about origins of their drug use
4
Keeping “bad company”
0

3
Employment/financial problems
2

1
No reason (by chance)
0
After using prescribed drugs 0
0
Ease of availability
8
1
Other
0
Beliefs about psychological factors leading to their drug use
6
Stressful life events
5

1
Poor marital relations
0

2
Feeling of failure in life
5
0
Poor parental relations
0
0
Chronic illness
0
0
Relationship breakup
0
Beliefs about who/what to blame for start of their drug use
4
Employment/financial crisis
0
2
Myself
8
1
Parents/friends/relatives
7
1
Psychological or emotional crisis
5
Beliefs about parental/family response to their drug use
8
They want me to get stop it 0
2
They can’t help me 0
0
They don’t care 0
 14

4- DISCUSSION
The present study of drug users in Karachi assessed the demographic data and patterns of type of

drug use. Drug users tended to be younger: individuals aged between 15 and 20 years made up

50% of this sample of drug users. Women were only 22.2% of the sample. The most frequent

mode of administration of drugs was through nasal inhalation (31.6%) or smoking (28.0%).

However, 8.0% used parenteral routes or a combination of oral and parenteral routes (12.8%).

Injecting drug use is associated with the spread of blood borne infections. Most of the drug users

(67.8% in total) paid from their salary or pocket money to buy drugs. Some of them borrowed

money from friends and a few admitted to stealing money to fund their drug use.

The study also assessment drug users’ beliefs about the causes of their drug use

and the effect it had on family and friends. A high proportion of drug users (45.0% in

total) reported relationship problems as the main psychological factor leading to their

drug use: poor relations with parents or a spouse or break-up of a relationship. Most drug

users said that they took drugs as an escape from stressful life events (28.0%) or feelings

of failure (18.2%). They reported feelings of calm and peacefulness (22.0%), that all their

problems were solved (19.4%) and general mood elevation (12.8%) after taking drugs.

Previous surveys distinguished the factors that teenagers susceptible to drug abuse can

often be identified by risk factors, such as emotional problems, depression or anxiety.

These in turn create low self-esteem and a desire to escape feelings such as self-doubt,

powerlessness and hopelessness leading to poor coping skills. This is why the use of

psychoactive drugs is quite common in society even among those without any psychiatric

disease.
 15

Almost half of the drug users blamed their drug use on bad social influences

(47.0%) or socioeconomic problems (23.4%), while a few (3.2%) commented on the easy

access to socially acceptable drugs such as alcohol, caffeine, central nervous system

depressants, mood elevators, etc. A few individuals (6.6%) developed drug addiction

after using prescribed drugs such as opiates, benzodiazepines and barbiturates for short-

term treatment. Many respondents expressed a wish to quit their drug use habit, but

38.8% had never tried to quit, while 32.0% believed that they were unable to give up the

addiction. They believed that drug use was the best solution to their problems, giving

them feelings of euphoria, heightened pleasure and reduced anxiety and depression.

While more than half of drug users (56.8%) admitted that their habit had affected their

relationships with family and friends, 58.8% believed that they were contributing towards

society and their habit were harmless. On exploring the willingness of drug users to quit,

many of them said they would quit if their employment/financial problems were solved

or they could enjoy a settled family life.

The ease of availability of narcotic drugs and psychotropic substances in many

areas of Karachi has become a public health concern. The government of Pakistan has

instituted a series of measures to address the situation but has not completed the

implementation of these. A comprehensive drug abuse control strategy demands a

realistic assessment of the scope of the problem. The available data indicate a significant

increase in the use of morphine, heroin, opium, codeine, barbiturates and other natural,

synthetic and semi-synthetics drugs in Karachi.

 16

6- RECOMMENDATION

6.1 ENHANCE EDUCATIONAL INITIATIVES:

 Implement comprehensive drug education programs in schools, colleges, and universities

to raise awareness about the risks and consequences of substance abuse.

 Introduce age-appropriate curriculum modules that address emotional well-being, coping

mechanisms, and resilience building to prevent vulnerability to drug abuse.

6.2 ESTABLISH REHABILITATION CENTERS:

 Increase the number of rehabilitation centers in Karachi, providing accessible and

affordable treatment options for individuals struggling with drug addiction.

 Collaborate with NGOs and private organizations to expand the reach of rehabilitation

services and ensure diverse and specialized treatment approaches.

6.3 GOVERNMENT OVERSIGHT AND SUPPORT:

 Strengthen governmental agencies responsible for drug control, ensuring efficient

implementation of existing measures and introducing new strategies.

 Allocate resources for the training of law enforcement personnel to handle drug-related

cases and collaborate with international organizations for best practices.

 17

6.4 EMPLOYMENT OPPORTUNITIES FOR RECOVERING

INDIVIDUALS:

 Work closely with businesses and industries to create employment opportunities

specifically designed for individuals recovering from drug addiction.

 Establish partnerships with vocational training programs to enhance the employability of

those completing rehabilitation, promoting a smoother transition back into society.

6.5 COMMUNITY SUPPORT PROGRAMS:

 Develop community-based support programs that involve families, friends, and neighbors

in the rehabilitation process, fostering a supportive environment for recovering

individuals.

 Organize community awareness campaigns to reduce stigma associated with drug

addiction, encouraging a more empathetic and understanding society.

6.6 AFTERCARE SERVICES:

 Implement structured aftercare programs to provide ongoing support for individual’s

post-rehabilitation, focusing on relapse prevention, mental health, and community

reintegration.

 Collaborate with mental health professionals to offer counseling services and support

groups for sustained recovery.

 18

6.7 STRICT MONITORING OF DRUG AVAILABILITY:

 Intensify efforts to monitor and control the availability of narcotic drugs and psychotropic

substances in Karachi.

 Implement and enforce stricter regulations on the sale and distribution of prescription

medications to prevent their misuse.

6.8 PUBLIC AWARENESS CAMPAIGNS:

 Launch public awareness campaigns emphasizing the importance of seeking help for

drug addiction and promoting a culture of understanding and compassion.

 Utilize various media channels, including social media, to disseminate information about

available resources, treatment options, and the consequences of drug abuse.

6.9 RESEARCH AND DATA COLLECTION:

 Encourage and fund research studies to continually assess the evolving landscape of drug

abuse in Karachi, helping tailor interventions to specific needs.

 Establish a centralized database for tracking and analyzing trends in drug abuse, enabling

data-driven policymaking.

6.10 HOLISTIC APPROACH TO REHABILITATION:

 Promote a holistic approach to rehabilitation that addresses psychological, social, and

economic aspects of individuals recovering from drug addiction.

 Collaborate with healthcare professionals, psychologists, and social workers to design

personalized rehabilitation plans.


 19

7- SEGMENTATION

7.1 DEMOGRAPHIC SEGMENTATION:

 Age: Targeting the youth, aged 15-30, emphasizing the impact of drug use on their

present and future.

 Gender: Addressing both males (predominant users) and females, highlighting the

shared responsibility in curbing drug abuse.

7.2 SOCIO-ECONOMIC SEGMENTATION:

 Occupation: Focusing on different occupational groups, including students,

employees, and individuals facing unemployment, to address diverse perspectives.

 Financial Situation: Tailoring messages for those facing financial challenges,

illustrating the economic toll of drug addiction.

7.3 BEHAVIORAL SEGMENTATION:

 Types of Drug Use: Creating messages specific to common drugs used, such as

cocaine, crack-cocaine, and amphetamines.

 Routes of Administration: Addressing various administration methods, with a

specific focus on nasal inhalation and smoking.

 20

7.4 PSYCHOGRAPHIC SEGMENTATION:

 Motivation for Drug Use: Emphasizing psychological factors like stress,

relationship issues, and feelings of failure as triggers for drug use.

 Attitude Towards Quitting: Crafting messages that resonate with those willing to

quit, highlighting the benefits of recovery and support available.

7.5 GEOGRAPHIC SEGMENTATION:

 Location in Karachi: Tailoring messages to specific areas with higher reported drug

usage, addressing the local context and concerns.

 21

8- TARGET AUDIENCE

8.1 PRIMARY

Individuals aged 15-30 in Karachi, encompassing both genders, various

occupations, and economic backgrounds.

8.2 SECONDARY

Families, friends, and communities affected by drug addiction, encouraging

support and understanding.

8.3 MARKETING CHANNEL

We will be using ATL (Above the Line) and BTL (Below the Line) marketing

channels to convey our social message, discouraging drug use for the betterment of

environmental health. “To enhance our outreach, we plan to leverage the powerful

platforms of Facebook and Instagram for our advertisements. Moreover, the

implementation of social awareness programs in schools and colleges will allow us to

directly engage with the younger demographic fostering a comprehensive approach to

conveying our important message about the detrimental effects of drug use on both

individual health and the environment.

 22

8.4 KEY MESSAGES:

Break the Cycle: Illustrating the cycle of addiction and the possibility of breaking free.

Your Future Matters: Emphasizing the impact of drug use on personal and professional futures.

Support is Available: Communicating the availability of support networks and rehabilitation

services.

Community Unity: Encouraging communities to unite against drug abuse, offering support

instead of judgment.

Empathy and Understanding: Promoting understanding for those struggling with addiction,

fostering a compassionate community.