PRESS RELEASE
Marking a key milestone in maternal and child health, the Punjab Family Planning Program (PFPP), a World Bank-supported initiative of the Health and Population Departments, Government of Punjab, announced the successful completion of the first phase of its flagship public awareness campaign, “Behtar Qadam”. Implemented by the consortium of RIZ Consulting and Rayn (Private) Limited.
Over the past six months, the campaign has reached more than 90,000 citizens through 650+ community engagement activities conducted across Punjab. The initiative has focused on raising awareness about maternal and child health, responsible family planning, birth spacing, and youth advocacy through direct community outreach.
The campaign’s extensive grassroots engagement reflects a growing willingness among communities, particularly young people, to participate in informed conversations around family wellbeing and preventive healthcare. By encouraging dialogue at the local level, Behtar Qadam is fostering a long-term shift towards healthier families and stronger communities across the province.
During the six-month campaign, more than 650 community engagement activities, including university seminars, Sehat Melas and community meetings, were organised across Punjab to encourage informed discussions on family wellbeing. The initiative directly reached over 90,000 citizens, including youth, young couples and community leaders, through evidence-based counselling on maternal and child health, responsible family planning and economic wellbeing.
In addition, partnerships with more than 100 educational institutions enabled the campaign to engage young people and encourage informed, responsible life choices.
Highlighting the campaign’s core objective, Captain Usman, Director Program, Punjab Family Planning Program (PFPP), said:
“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.”
Building on the momentum achieved during its first phase, Behtar Qadam will continue to expand its outreach through enhanced digital and community engagement activities. The initiative aims to further improve awareness and access to essential health information, contributing to healthier families and a more prosperous Punjab.
