Pakistan’s population has surpassed 240 million and is growing at about 2.5% annually, placing increasing pressure on health care, education, jobs, and essential resources. Hospitals and schools are overcrowded, while employment opportunities struggle to keep pace with the expanding workforce. Without proper planning, rapid population growth could threaten long-term economic stability. At the same time, nearly 65% of Pakistan’s population is under 30, of fering a potential demographic advantage. However, this opportunity can only be realized if young people are healthy, educated, and employed. Larger family sizes with limited income reduce investment in children’s health and education and increase pressure on housing, water, and food resources, making responsible family planning important for sustainable development. Women aged 15-49 are central to this issue. Medical research shows that proper birth spacing improves maternal health, reduces pregnancy complications, and increases child survival. Closely spaced pregnancies can harm both mothers and newborns, making women’s reproductive health essential for healthy families and stable societies. In response to these realities, Mir Khalil-ur-Rehman Foundation & Population Council in collaboration with the Federal Ministry of Health and Provincial Population Welfare Departments, has launched the Waqfa Campaign as a nationwide social and behaviour change initiative. Officially inaugurated on January 30 by the Chief Minister of Sindh and widely covered across national media platforms, the campaign seeks to reframe family planning as a thoughtful pause, an intentional moment of reflection that enables healthier and more secure futures. The term “Waqfa,” meaning pause, captures the essence of responsible decision-making rather than restriction. The campaign emphasises shared responsibility within households. In Pakistan’s social context, decisions regarding family size are often made jointly, and Waqfa actively engages men as equal partners in reproductive health discussions. By encouraging collaborative decision-making, the initiative reinforces the idea that family planning strengthens both maternal health and household economic stability. When couples plan responsibly, they create opportunities for better education, improved health, and enhanced financial resilience. Religious considerations are an important dimension of public discourse in Pakistan. The Waqfa Campaign approaches this aspect thoughtfully by engaging respected religious scholars who articulate faith-aligned perspectives on health, moderation, and responsibility. By addressing misconceptions and fostering informed dialogue, the campaign aims to harmonize public health objectives with cultural and religious values. Policymakers, healthcare professionals, and community influencers are also integral to amplifying this national conversation. A defining feature of the campaign is its strategic media deployment through Pakistan’s largest media ecosystem, Jang Group and Geo Network. Television serves as the primary platform due to its credibility and influence in shaping public lic opinion. Through prime-time talk shows, news programming, special features, and entertainment integrations, Waqfa embeds reproductive health messaging within mainstream national discourse. Completing television, digital platforms including Facebook, X, Instagram, and YouTube extend the campaign’s reach, particularly among younger demographics. While television builds authenticity and trust, social media expands reach and encourages engagement, enabling interactive dialogue and broader dissemination of information. Together, these platforms create a comprehensive communication strategy designed to influence attitudes and behaviors at scale. The Waqfa Campaign calls for collective reflection on population planning as a key part of national development. Responsible family planning strengthens families, improves women’s wellbeing, and supports economic stability. By encouraging families to pause, reflect, and plan, Waqfa aims to turn awareness into action and help build a healthier, more prosperous future for the next generations.
The writer is the Project Manager– Pakistan.
