DAFPAK, a leading programme dedicated to enhancing public health in Pakistan, has advanced its collaboration with Punjab’s Department of Health and Population Welfare Department (PWD) by officially handing over strategic campaign assets of its communication platform KhairKhwah, a significant step in the joint effort to improve family planning and healthcare services throughout the province. The gathering was held at Faletti’s Hotel Lahore on May 06, 2024 and brought together prominent government officials as well as influential policymakers and health experts.
The DAFPAK Programme, valued at £90 million and recognized as the largest donor-funded family planning initiative in Pakistan, focuses on behavior change communication through the multi-channel, multi-category brand KhairKhwah. This initiative aims to boost demand for modern contraceptives and eliminate barriers to family planning utilization. The brand has played a pivotal role in breaking barriers and normalizing family planning practices in Pakistan, reaching over 95 million people through television, more than 20 million through print and outdoor advertising, 36 million through social media, and 4.5 million directly through community outreach. Its alignment with national health goals and partnership with government entities affirms DAFPAK’s integral role in Pakistan’s public health landscape.
Dr. Akhtar Rasheed, DAFPAK-PSSD Team Lead – Punjab, initiated the proceedings with an overview of the program’s accomplishments and impact, complemented by insights from M&C Saatchi, DAFPAK Communication Lead on the vital role of impactful behavior change communication in driving sustainable improvements in family planning and health outcomes in the region. The occasion also spotlighted the Project Champions, whose unwavering commitment has been vital to the program’s success.
The event highlight was the official handover of KhairKhwah campaign materials to the Integrated Reproductive Maternal Newborn Child Health & Nutrition Program (IRMNCH), followed by the transfer of Behaviour Change Communication (BCC) materials to the Population Welfare Department (PWD) Punjab that reaffirmed the shared commitment between DAFPAK and the Punjab government to improve and expand family planning services across the province.
The ceremony also featured speeches from key government officials including Mr. Khawaja Imran Nazir, Honourable Minister of Health, Ms. Saman Rai, the Director-General of PWD Punjab and Dr. Khalil Ahmed, Program Director of IRMNCH, who provided insights on integrating the program into existing health strategies and its expected impact on public health improvements in Punjab.
The Honourable Minister of Health remarked, “This handover marks a leap forward in our collective mission for a healthier Punjab.” Adding to this, the Director-General of the Population Welfare Department said, “We are setting the stage for robust family planning services, thanks to the solid foundation laid by DAFPAK’s contributions.”
Muhammad Wasim, CEO of Palladium, concluded the event with closing remarks, acknowledging the collaborative efforts and partnership that have characterized the success of the initiative.
The gathering concluded with an encouraging note on the power of collaborative efforts, essential for a sustained and effective approach to population management in Pakistan. The event not only celebrated achievements but also set a precedent for future partnerships, paving the way for a healthier future for the people of Punjab.
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