How a 'well-wisher' transformed family planning in Pakistan.

IPA Effectiveness Awards Case Study 2024

Pakistan has a high fertility rate and studies have shown reducing this metric in a country can lead to economic growth and better female literacy, workforce participation, and health outcomes. This case describes a strategy to encourage take-up of family planning in Pakistan. Communications had both short-term objectives, such as increasing knowledge of contraception, and longer-term goals of changing perceptions and usage among young married couples, nationally and in remote areas. Activities encompassed advertising, digital support services, and community engagement. Evidence communications was effective includes behaviour shifts among reached audiences compared to a control group, and an estimated reduction in births.

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Client Statement

Amar Atta, Programme Officer, FCDO

Since 2019, M&C Saatchi has significantly contributed to the DAFPAK programme, bringing deep expertise from both the International Development sector and from marketing and communications expertise.

Given their deep understanding of these two sectors they have been adept at achieving actual behaviour change in family planning and pivoting programme activities, when needed, in response to changing contexts on the ground, be it COVID-19, flooding or the recent elections.

A key learning that has come out of our work with M&C Saatchi is the importance of developing a strong and relatable overarching brand platform. By housing everything under one brand umbrella, ‘KhairKhwah’, they have been able to build a brand that is highly recognized and trusted in Pakistan, allowing it to flex quickly to changing scenarios.

Reaching underserved & equity audiences in rural areas of Pakistan has been a key focus for the programme since inception. M&C Saatchi understood the importance of including community outreach activities to their campaign bursts to reach communities less likely to be reached by TV or digital communications. Collaboration with their partner, Icarus, has expanded these efforts, ensuring that the most marginalized groups receive necessary resources and attention.

We also saw the importance in being able to conduct surveys in control and intervention districts to really understand the impact the campaign had on intention to use and usage of contraception.

Working with M&C Saatchi has really highlighted how important including a behaviour change component to campaigns such as this is, and we have continued working with them on this campaign to learn and build on their insights. This partnership highlights the critical role of tailored communications and community engagement in driving meaningful change in public health initiatives.