New population policy in development: PWD DG

LAHORE: Major steps are being taken in the province to address the issue of population growth and family planning, Ms Saman Rai, Director General of the Punjab Population Welfare Department (PWD), said on Saturday.

In an interview with The News, the PWD Director General said that the Ministry of Population Welfare is in the process of developing a new policy based on the lessons learnt from the Population Policy of 2017. The aim is to promote a prosperous, healthy, educated and knowledge-based society.

She said the provincial government has taken over control of the federally administered Population Welfare Programme, paving the way for the introduction of a targeted Population Policy specific to the province.

She said the initiatives include involving imams and khateebs at the district level to educate communities about the norms of small families, a programme that has proven successful.

Saman said awareness programs in colleges in 20 districts use puppetry to emphasize the importance of family planning. She said universities also organize awareness sessions and campaigns to equip youth with knowledge and resources to make informed decisions about reproductive health.

She said the department has strategically positioned service delivery points in both rural and urban areas, and has conducted research surveys to develop targeted, needs-based initiatives. Insights from these surveys allow for the design and implementation of programs that are tailored to diverse populations, she said.

The PWD DG said a network of 2,100 family health centres provide comprehensive services, with social mobilisers engaging communities to promote contraception and mobile service units extending services to remote areas. She said the Contraceptive Logistics Management Information System ensures availability and use of contraceptives, improving the overall effectiveness of family planning programmes.

She said the department is working with NGOs to improve outreach and service delivery, particularly in underserved areas, and that international organizations such as UNFPA are providing technical and financial support.

She said the department also works closely with other government agencies, integrating community welfare initiatives into broader development programmes. Local communities and leaders play a crucial role in awareness and education, social mobilisation and demand generation for family planning services, she argued.

The PWD DG said the department’s research wing collects real-time data to identify trends in contraceptive use, population growth and projections. Comprehensive evaluation studies assess the effectiveness of initiatives and programmes. A robust feedback mechanism through the planning, monitoring and evaluation wing ensures quality assessment of service delivery and timely identification of areas for improvement, she said.

Ms Saman said the Punjab Population Innovation Fund (PPIF) provides economic incentives for family planning practices, targeting marginalised couples through a voucher system in collaboration with the Benazir Income Support Programme (BISP). She said the department is working with various provincial departments to address factors such as poverty, illiteracy, unemployment and gender inequality. Efforts are being made to empower girls through education, mobilise youth activism and promote women empowerment. Behaviour Change Communication (BCC) is being used to transform cultural narratives that influence population growth, she said.

The programme includes a user-friendly mobile application, a digital information forum, a Tracking Clients system and real-time monitoring capabilities, which will improve the efficiency, accessibility and impact of family planning services, the DG said.

She said the department is developing initiatives and programmes based on these projections to manage population growth and thus ensure a sustainable future.

She said population control efforts support SDG 1 (No Poverty), SDG 3 (Good Health and Well-Being), SDG 4 (Quality Education) and SDG 5 (Gender Equality). These efforts empower women, improve maternal and child health and reduce fertility rates, which drives progress towards these SDGs.

She maintained that the department engages local leaders, religious scholars and influencers to address misconceptions and promote family planning benefits. Culturally sensitive messages and materials are used in awareness campaigns. Service providers are trained to provide personalized counseling and services, and promote community participation and ownership through inclusive decision-making processes, she added.