Pakistan’s future depends on modern family planning, and KhairKhwah—the brand created for the DAFPAK program—is leading the charge. With six million women lacking access to contraception, the program tackles a critical national priority: reducing strain on resources, improving public services, and lifting families out of poverty.

KhairKhwah serves as a trusted voice in family planning, uniting all communication under a common visual identity to provide reliable information and friendly advice to young couples. Our nationwide campaign, launched across TV, radio, and digital, reached 92 million people, using powerful visual metaphors to highlight deep-rooted taboos and inspire open conversations under the bold tagline: "Let’s Talk."

A mix of emotional and rational messaging led to increased knowledge, family discussions, and intent to adopt modern contraception—marking signs of real norm-shifting. Recognised by IPA, Effies, and global awards, KhairKhwah isn’t just a campaign—it’s a movement for change, choice, and a better future.