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KhairKhwah
It's Time to Act on Family Planning

RAN IN: Pakistan

CLIENT
FCDO


AGENCY
M&C Saatchi World Services Pakistan Pvt Limited *Lead Agency



SUMMARY

KhairKhwah, Pakistan's groundbreaking family planning campaign, achieved remarkable success in shifting societal norms. By strategically leveraging the influence of traditional figures like mothers-in-law, the campaign increased family planning intentions by 42%, significantly reducing fear of judgment by 9%. This translated into an 8% surge in contraceptive use, surpassing historical trends. The campaign's multifaceted approach, combining mass media, government endorsement, and community activations, fostered unprecedented changes in awareness, attitudes, and behavior, marking KhairKhwah as a beacon for effective, sustainable social change in family planning.

CASE VIDEO


Medium Featured On Video: Cinema,Digital Mktg. – Content Promotion,Digital Mktg. – Display Ads,Digital Mktg. – Influencers,Digital Mktg. – Programmatic Display Ads,Digital Mktg. - Programmatic Video Ads,Digital Mktg. – Social: Organic,Digital Mktg. – Social: Paid,Digital Mktg. – Video Ads,OOH – Billboards,OOH – Other Outdoor,OOH - Transportation,Print - Newspaper,Radio,Influencer / Key Opinion Leader,TV

Language: English