LAHORE: The Punjab Family Planning Program (PFPP), a World Bank-supported initiative of the Health and Population Departments, Government of Punjab, has announced the successful completion of the first phase of its flagship public awareness campaign, “Behtar Qadam”.
The campaign was implemented by the consortium of RIZ Consulting and Rayn (Private) Limited.
According to PFPP, the six-month campaign reached more than 90,000 citizens through over 650 community engagement activities held across Punjab. The initiative focused on creating awareness about maternal and child health, responsible family planning, birth spacing and youth advocacy through direct outreach at the community level.
Activities organised under the campaign included university seminars, Sehat Melas and community meetings, aimed at encouraging informed discussions on family wellbeing. The campaign engaged youth, young couples and community leaders through evidence-based counselling on maternal and child health, responsible family planning and economic wellbeing.
PFPP said the campaign’s grassroots outreach reflected a growing willingness among communities, particularly young people, to take part in informed conversations on family wellbeing and preventive healthcare. By promoting dialogue at the local level, the initiative is seeking to contribute to healthier families and stronger communities across the province.
The campaign also partnered with more than 100 educational institutions to engage young people and promote informed and responsible life choices.
Speaking about the objective of the initiative, Captain Usman, Director Program, Punjab Family Planning Program, said the main concern of the programme was the health of mothers and children.
“Our primary concern is the health of the mother and child. Proper birth spacing, with at least a two-year gap between births, is essential to safeguard mothers and children from serious health complications and nutritional deficiencies. Every family deserves access to quality health services, accurate information, and the care needed to build a healthier future,” he said.
Following the completion of its first phase, Behtar Qadam will continue expanding its outreach through improved digital and community engagement activities. The initiative aims to further increase awareness and access to essential health information, contributing to healthier families and a more prosperous Punjab.
