Balanced diet and adequate nutrition play an important role for achievement of optimal health and well-being of a person. In Pakistan’s case, the issue of malnutrition and its related health problems or burden of different diseases is quite visible from the National statistics and indicators of nutrition and health by Government of Pakistan. The country is facing alarming situation regarding the health status of people due to malnutrition or even acute malnutrition especially among women of reproductive age, pregnant and lactating mothers; new born, infants and children under 5 years of age. Health awareness is important complementary interventions to the treatment services of malnutrition at primary health care level.  The awareness is helpful to bring behavior change among communities as well as to reduce social discriminations based on gender and other factors of inequalities.

World Health Organization (WHO) Pakistan in collaboration with Women’s Empowerment Group (WEG) launched a community awareness campaign on print and electronic media. The campaign messages were run in Urdu and Sindhi languages on Radio and TV channels not only in target programme areas in Sindh, Punjab and AJK rather all over Pakistan. This campaign promoted importance of Complementary Feeding, Adequate, Equitable Calorie Intake and dietary diversity particularly for mothers and children.