LAHORE: Under the umbrella of the Punjab Family Planning Program (PFPP), Health and Population Department, Punjab, launched a new on-ground initiative, titled “Behtar Qadam”, to foster a new way of thinking-about family planning in the country’s most populous Punjab province. Implemented with partners Rayn and Riz Consulting, the outreach program does not enforce choices; it stands alongside families as a partner in life, engaging women and husbands, youth, extended families, community members, NGOs/Community based organisations and religious scholars across all 41 districts of Punjab. Rooted in shared values of responsibility, compassion, and thoughtful decision-making, Behtar Qadam encourages youth, married couples, and families to make informed, healthier choices for a more secure future. The initiative promotes a fresh perspective centered on wellbeing, opportunity, and stronger households, with a special emphasis on maternal, newborn, and child health. By supporting planned, healthy spacing and empowering communities to consider the long-term benefits of their decisions, Behtar Qadam contributes to the social and economic stability of families, communities, and ultimately, the province and the country. “Behtar Qadam invites youth, families, religious leaders and CSOs/NGOs to understand their role for a prosperous and healthy society, to take a better step together; learn, discuss and plan responsibly,” said Dr Zahida Sarwar, Project Lead, Behtar Qadam FP Advocacy Program for PFPP. “No one is being told not to have children. The message is simple: have them responsibly, with healthy spacing, using the trusted services and facilities available to you,” she said. The awareness drive gained strong momentum during the second half of November and the first half of December, with more than 90 on-ground events conducted across Punjab. In less than one month, the initiative connected with over 8,000 individuals, primarily students from more than 67 educational institutions across 35 districts. Copyright Business Recorder, 2025