RSPN-PSI: Provision of Reproductive Health Services through Social Marketing

RSPN, in partnership with the National Rural Support Programme (NRSP) and the Punjab Rural Support Programme (PRSP) is implementing a project titled, “Provision of Reproductive Health Services through Social Marketing” in 3 districts of Punjab i.e. Bahawalpur, Rahim Yar Khan and Jhang. This project is funded by Population Services International. It is a fourteen month project,initiated in April 2015. The project aims to improve the quality of life of women and children in Pakistan by:

  • Fostering an environment for women, girls and men which is conducive to making informed choices for their reproductive health
  • Increasing the availability of quality reproductive health products/services with a focus on rural areas
  • Strengthening accountability for results at all levels with increased transparency and innovative approaches for delivering reproductive health services

Using RSPN’s proven model of social mobilisation through Community Resource Persons, demand is being created for reproductive health products. Using behavior change communication, demand is being created for reproductive health services and to enable rural communities to advocate for better coordination and accountability for reproductive health issues. Through the Community Resource Persons, RSPN will reach 600,000 underserved people of district Jhang, Bahawalpur and Rahim Yar Khan, living in areas not served by the government’s Lady Health Worker programme, focusing on married women of reproductive age and their spouses. Premarital counseling will also be provided to young girls and boys through expert mobilisation teams.

Collectively, these interventions will raise the contraceptive prevalence rate by 10% in the target areas, and will contribute directly to achieving the Millennium Development Goals 4 and 5, by decreasing the maternal mortality rate and infant mortality rate by the end of 2015.

Population Services International (PSI) is financially supporting the partnership with the help of DFID. PSI is a global health organization founded in 1970 dedicated to improving the health of people in the developing countries by addressing the main issues like family planning, HIV/AIDS, barriers to maternal health, and children under five who suffer from malaria, diarrhea, pneumonia and malnutrition.


There are some key activities proposed under the partnership:

  • Selection of community resource persons through village health committees;
  • Capacity building of community resource persons for social mobilization activities;
  • Registration of target communities (married women of reproductive age and their spouses, extended family members, youth and religious leaders);
  • Developing and printing of information, education and communication material;
  • Demand creation for birth spacing through group meetings and household visits;
  • Formation of community health committees and federation of Village Health Committees at union council level;
  • Procurement of contraceptives and equipment for the provision of birth spacing services;
  • Business in a box for CRP’s sustainability and continuity of services;
  • Utilization of Greenstar Social Marketing Helpline for management of side effects and counseling on reproductive health;
  • Engaging public sector (Department of Health & Population Welfare Department) at UC/District level.

Expected Outputs:

The expected key outputs of the project activities will be:

  • An uncovered population of 900,000 will be benefited through a group of trained cadre of community resource persons in 58 union councils of three districts with a special focus on married women of reproductive age;
  • Men involvement will be maximized in project activities to minimize the social barrier in accessing the birth spacing services;
  • The women, men and youth shall be sensitized on reproductive health related issues by creating a conducive environment;
  • To involve the communities and all segment of the society, village health committees will be formed at village level which will be further federated at union council health committees and district level health networks;
  • The communities will be supported in accessing the birth spacing services through mobile camps at their doorsteps to increase the contraceptive prevalence rate in the project areas.

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