Saaf Sehatmand Pakistan | Clean Healthy Pakistan

is a multi-layered national behaviour change campaign on WASH that seeks to promote healthy living among the people by improving knowledge, attitudes, and practices related to safe drinking water, sanitation, and hygiene WASH involving both community (household, village/community, union council) and institutional (schools)

The campaign aims to reach out to the masses, which include people living in urban and rural areas, as well as those in positions of authority to change their knowledge and influence their behaviour and policies. The campaign is the joint initiative of WaterAid UNICEF, and Plan International Pakistan under the auspices of the Ministry of Climate Change, Government of Pakistan.

  • Develop and sustain safe and healthy hygiene behaviours such as handwashing with soap at critical times, proper management of menstrual hygiene for girls and improved personal hygiene.
  • Use and maintain safe sanitation through hygienic latrines at homes, schools, mosques, offices, public places, streets, towns, colonies and an end to defecation and urinating in open areas.
  • Use safe water for drinking and cooking as well safe handling (collection, transportation, storage) of drinking water and treatment of contaminated water plus conservation of water
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The campaign design

involves interventions at the institutional, social and individual level to transform organisational discourse, social norms, and behavioural performance in its physical, social, psychological and temporal context. The programme theory of change set out cascading chain of cause and effect that must occur for behaviour to change and consequently produce the desired impact of by saving lives and improving health and well-being of the people of Pakistan.

The target behaviours

involve changing social norms and self-care skills at both communities (household, village/community, union council) and institutional (schools) levels. The campaign primary target audience includes mothers and children between the ages of 5-12 years whereas the teams also engaged fathers, youth, teachers, religious and community leaders as secondary and tertiary target audiences. The interactive community engagement involved monthly broad-based community meetings in each intervention village followed by sessions of mother groups as well as visits to randomised selected households by ideal mothers, community groups and campaign team. Moreover, at school level monthly broad-based student assemblies/class-wise sessions in each intervention school followed by meetings and edutainment activities by WASH Clubs and teachers at the schools.

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Campaign videos

Areas of intervention

As part of the campaign, the communities were mobilised in three provinces of Pakistan where hygiene messages were delivered through interactive activities.

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