The Punjab Health and Population Department has decided to engage social media influencers to promote family planning awareness across the province, marking a notable shift in how the government intends to reach younger demographics on sensitive public health issues. The initiative will be carried out through a dedicated digital campaign spanning Facebook, Instagram, YouTube, and TikTok, with the government allocating Rs. 565 million for the project in the upcoming financial year.
Under the campaign, social media influencers, digital content creators, and public opinion leaders will be tasked with spreading awareness about family planning services, encouraging balanced population growth, and promoting responsible family planning practices among a broader audience. The strategy reflects a deliberate effort to move beyond traditional outreach methods and leverage the reach and relatability of digital personalities to connect with young people and married couples who are most likely to be influenced by content on these platforms. Officials believe that digital channels offer a far wider and more targeted reach than conventional media when it comes to delivering public health messaging on topics that have historically been difficult to discuss in mainstream settings.
The campaign is also designed to shift public attitudes toward family planning more broadly, with influencers and social opinion leaders playing a central role in normalising conversations around informed decision-making for families. Content produced under the initiative will focus on raising awareness about available family planning services and encouraging families to make choices based on accurate information rather than social or cultural pressure. According to budget documents, the government has already spent Rs. 182.7 million on the project to date, indicating that the campaign has been in progress for some time before reaching its current scale. Authorities have also proposed an additional allocation of more than Rs. 31.6 million for the programme during the 2027-28 financial year, suggesting the initiative is expected to continue well beyond its initial phase and form a sustained part of the province’s public health outreach strategy.
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