The South Asia Partnership Pakistan (SAP-PK) is implementing a Social and Behavior Change Communication campaign aimed at reducing social and structural barriers facing women particularly in textile and fashion industries. The goal is to improve income and employment opportunities for women and people with disabilities (PWDs) in Pakistan’s textile and fashion industries. Through targeted behavior change efforts, the campaign is challenging limiting factors, fostering economic empowerment for women especially in poor and working-class families.

The campaign started in April 2024 and its current phase will be of two-years with the financial support of GIZ and German Cooperation. This project (Empowering Women Through Social and Behavioral Change) is funded by the German Federal Ministry for Economic Cooperation and Development (BMZ) and supported by the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH.

The campaign through its well organized and focused interventions is contributing to the enabling environment for the employment of women and persons with disabilities (PWDs) in textile and fashion industries mainly in 5 industrial cities/towns including Karachi, Lahore, Multan, Faisalabad and Sialkot.

The SBCC campaign is focusing on  three key groups—individuals, institutions, and communities—and raising awareness among community members, influencers, women, and PWDs about the importance of women’s employment, encouraging their participation in family income generation.

The campaign is using variety of tools, such as printed materials, audio-visual content, animations, real-life stories, and interactive media (e.g., theatre, roadshows, and storytelling). These approaches will mobilize support from key influencers and industry representatives to create an environment that promotes women’s employment.