Health and wellbeing of mothers continues to be one of the major challenges in Pakistan. CCP, with financial support from the David and Lucile Packard Foundation, designed and implemented an advocacy and communication program to improve the health of women and families. The project created an environment in Pakistan that encouraged discussions in the media highlighting women’s health, and advocated for family planning as a way to improve the health and wellbeing of families. The project included building a strategic partnership with key media professionals and journalists, delivering advocacy activities with White Ribbon Alliance - Pakistan (WRAP), and producing and airing a fourteen-episode television drama series on issues related to family planning, to create a favorable media and policy environment, and improve understanding of benefits of family planning among targeted groups throughout Pakistan.
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Pakistan Initiative for Mothers and Newborns (PAIMAN) was a six-year project funded by USAID designed to reduce Pakistan’s maternal and neonatal mortality and improve child health. Led by JSI Research & Training Institute, Inc., the initiative aimed to ensure women have access to skilled birth attendants during childbirth and throughout the postpartum period, to improve maternal, newborn and child health at the household level and to increase the quality of care delivered in the public and health sectors. PAIMAN developed a community-based approach that provides care to mothers and newborns through supportive linkages from home health care to hospital-based care. As the lead strategic communication partner, CCP developed the Communication Advocacy and Mobilization (CAM) strategy for the project, which was adopted by all partners during project implementation, and in 2009 was adopted by Pakistan’s Ministry of Health.
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