A CDK social marketing pilot project was launched in Kot Abdul Maalik, funded by Save the Children US, to promote SafeKit® (a clean delivery kit) through a mass awareness campaign for demand-driven promotion. Advocacy and awareness raising campaign was launched through outreach workers and community health workers. The project was well appreciated by the community and healthcare providers, especially Dias/TBAs, resulting in positive changes in their practices and norms towards safe motherhood.