LAHORE: DAFPAK achieved a significant milestone with the official handover of comprehensive campaign assets under the Khairkhwah brand to the Population Welfare Department (PWD) Punjab.
The event, held on December 4th at the Avari Hotel, Lahore, brought together a distinguished assembly of leading experts, esteemed government officials, and committed stakeholders from the family planning landscape in Pakistan.
Notable speakers from various sectors shared their expertise, featuring insightful discussions, informative presentations, and interactive sessions, illuminating critical issues related to population health and development in Pakistan, underscoring the importance of collaborative efforts to address complex challenges.
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.
The alignment of KhairKhwah’s communication strategy with the national narrative of Tawazun has garnered government buy-in, receiving endorsement from the President of Pakistan and key political and government personalities.
The event was attended by the Honorable Secretary of Population, Mr. Salman Ajaz, and the Director General Population Welfare Department, Ms. Saman Rai, alongside other influential stakeholders within the family planning landscape in Pakistan.
The formal handover of campaign assets to the Population Welfare Department signifies a pivotal shift in responsibility, underlining the collective commitment of the organizations to sustainable population management in Pakistan.
[Placeholder] Secretary of Population, Mr. Salman Ajaz, expressed his enthusiasm, stating, “The ‘Khairkhwah’ initiative has made significant strides in promoting family planning. We are excited about the prospect of integrating these assets into our ongoing efforts.”