Pakistan Health Communication Project (HCP), a programme of Johns Hopkins University Center for Communication Programs (JHU-CCP), funded by the United States Agency for International Development (USAID), is an initiative (2014-2020) that addresses family planning and maternal and child health in fifteen districts in the country’s Sindh province. Its goal is "a Pakistan where individuals, families and communities advocate for their own health, practice positive health behaviors and engage with a responsive health care system." JHU-CCP implements HCP in partnership with Mercy Corps and two local civil society organisations (CSOs), Rural Support Programme Network and Center for Communication Programs Pakistan (CCP Pakistan). CCP Pakistan was established as a sister organisation of JHU-CCP, for the study and practice of development communication in Pakistan.

Communication Strategies: 

According to JHU-CCP: "HCP activities are designed to enable behaviour change by bolstering social networks and individual self-efficacy. Aspirational health communication campaigns and other social and behavior change communication (SBCC) interventions will encourage individuals and households to practice sound health behaviors. Advocacy for a strengthened health care system and capacity building are also part of the HCP project.


Mass media is an essential HCP tool for unifying messages on family planning and maternal and child health and for elevating the use of interpersonal communication tool kits. HCP is also working with the government of Sindh’s department of health to improve communication, health education". For example, the CCP Pakistan has a library of media products designed for the HCP project, as well as others, using television, music videos and audio jingles, documentaries, soap operas, animation, and radio. Their library of media products, HCP products among them, is available here.  It also contains publications and an image library.


As stated on the CCP Pakistan website: "Through social and behavior change communication, advocacy and community mobilization, Center works to address social and cultural issues while adopting multi-channel holistic approaches to adequately address diversities. Center focuses on tailor-made interventions ranging from using interpersonal, group and community-based channels of communication to strategically employing traditional, modern and mainstream media vehicles to reach large and diverse groups of people. Center draws on Johns Hopkins University's global resources through a Memorandum of Understanding that allows it to work jointly on mutually agreed projects."


The Health Communication Component (HCC) of the project, according to the CCP Pakistan, has activities including SBCC interventions, such as: designing and developing a health communication campaign and a package of SBCC interventions at the individual and household levels; advocating for more investment in and coordination of behavioural programming; and strengthening the capacity of local agencies to implement SBCC activities. Face-to-face meetings have been held with religious leaders and governement officials in which women describe problems they have encoutered with reproductive health services, in order to encourage work on the issues of care through enlisting men as allies. Publications include titles such as: "Role of Religious Scholars in Ensuring the Health of Mothers & Newborns" and "Advocacy Kit "PAIMAN Behavior Change Communication: Matching Diversity with Variety".

Development Issues: 

Reproductive Health, Health, Population

Key Points: 

From USAID's overarching Maternal and Child Health (MCH) Program: "The ...flagship MCH Program is the main vehicle for USAID to meet its Development Objective of "Improved maternal and child health outcomes in targeted areas" for Pakistan....[Among the main activities:] Behavior Change Communications (BCC) ­use commercial marketing techniques and behavior change communication strategies to increase family planning services, pre- ­and post­natal care services, and increase availability and access to affordable services and commodities."

Partner Text: 

JHU-CCP, USAID, Mercy Corps, and local CSOs: Rural Support Programme Network and Center for Communication Programs Pakistan.

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