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Campaign Orientation


DKT International, a non-profit organization founded in 1989, has established a reputation for implementing high-impact and cost-efficient social marketing programs that reduce unwanted pregnancies and HIV infections in 18 countries in Asia, Africa, and Latin America. In 2012, DKT launched its newest program in Pakistan.

A key DKT objective is to reach the poor and ensure that one brand of every family planning method is affordable to low-income couples. Indeed, behind DKT’s contraceptive social marketing indicators, is the effect its work has on people’s lives. The humanitarian impact has immediate and long-term benefits for poor families. Planned, healthy families have more food, clothing, and education for the next generation of children.

The Pakistan Environment

Pakistan has the sixth-largest population of any country in the world. If the current rate of growth continues, the population will double by 2050; Only India, China, the United States, and Indonesia will remain in the top ranks. Although its birth rate has been falling, the total fertility rate is still 4.1 children per woman of reproductive age. Women in urban areas have an average of 3.3 children. Whereas in rural areas, the average rate is 4.5 children. Although fertility has declined on a national level, it has remained largely unchanged for poor women living in rural areas. Maternal mortality remains high at around 276 deaths per 100,000 live births. DKT Pakistan has identified and begun the steps necessary to reach Pakistani couples and more than 6 million women (24% of married women of reproductive age) with unmet needs for contraception, which will enable customers and health providers to have more choices for high-quality products with regular access to Family Planning, Training, and Education.

Through this program, DKT addresses two particular obstacles in expanding contraceptive availability: First, DKT address supply-side barriers, especially in rural areas where there are few providers and outlets for family planning products. Second, DKT addresses the lack of trained mid-level providers of Family Planning and reproductive health, such as community midwives, lady health workers, and lady health visitors.

Dhanak Clinics

DKT Pakistan’s program called Dhanak addresses problems of supply and demand that have kept Pakistan’s contraceptive prevalence rate lower than its neighbors It will emphasize long-term methods (such as IUDs), adding diversity to a method mix that is heavily dependent on short-term contraceptives (such as injectable). Community-based provision of Family Planning services through Community Midwives and Mid-Level Healthcare Providers in Rural Pakistan. The Dhanak program by DKT Pakistan is being implemented in rural Pakistan using mid-wives (CMW) as key service providers to improve family planning (FP) maternal and reproductive health (RH) of women in rural communities of Pakistan.
For the same, a campaign 3 projects had been designed. Production and development of Television commercials through which it should be communicated to the couples of low-income brackets and especially living in Urban and Rural Pakistan. That has a series of TVCs of Josh Condoms and later production of TVCs of Dhanak Health Care Clinics.