APNA Pakistan was a campaign initiated by UNFPA in 2012, implemented by Contech Int’l and supported by a consortium comprising CCP-Pakistan, CRS and ADÉTUDE (Pvt.) Ltd. The campaign aimed to raise awareness among policy makers, service providers, and families about the benefits of birth spacing for national and individual health and prosperity. The campaign successfully increased political commitment and community awareness, leading to better access and utilization of health services. The expected outcomes were a reduction in child mortality rate, improvement in maternal health, and overall family wellbeing, contributing to high economic growth and development through demographic dividend.