Marking a major milestone in its mission to enhance maternal and child health, the “Behtar Qadam” initiative has successfully concluded its first quarter, fostering a “Nayi Soch” (New Thinking) across all 41 districts of Punjab. As a flagship on-ground outreach program led by the Punjab Health and Population Departments under the Punjab Family Planning Program (PFPP), the initiative has already conducted 485 community events, engaging over 64,500 individuals in critical dialogues regarding their families’ futures.

Executed alongside partners Rayn and RIZ Consulting, the initiative serves as a supportive guide rather than a prescriptive authority, placing the empowerment of youth at its core. By providing the upcoming generation of parents with vital health knowledge today, and engaging local communities, including couples, religious leaders, and civil society. The program champions birth spacing as essential to the well-being of mothers and children. This proactive outreach ensures that young citizens are prepared to make balanced choices, establishing the groundwork for stable households, a thriving economy, and a more prosperous future for all.

A significant highlight of the quarter was a high-level visit to a scheduled event in Multan, where representatives from the World Bank, the project’s primary donor, joined to observe these outreach efforts firsthand. During the session, Dr Jahanzaib Sohail (Senior Health Economist) from the World Bank addressed the university youth, stating, “If there’s one thing that stays with you, let it be the importance of birth spacing. If it leads you to seek out more for yourself, that is where real impact begins.”

By June 2027, the campaign will deliver more than 1,293 on-ground engagements across universities, Sehat Melas, community dialogues, family and couples’ sessions, youth forums, and briefings with religious leaders; building awareness, answering questions, and encouraging informed, balanced decision-making about family planning and reproductive health.