KhairKhwah: How a 'well-wisher' transformed family planning in Pakistan

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.