What is Aaghosh?

Aaghosh: The gift of life is one of the greatest blessings, and ensuring the health, nutrition, and well-being of pregnant and lactating mothers is essential for the survival, growth, and development of their children. Research and global health evidence clearly show that the first 1,000 days of life—beginning from a woman’s pregnancy until her child reaches the age of 24 months—are the most critical period for shaping a child’s brain development, physical growth, immunity, and long-term learning capacity.

Proper maternal healthcare, antenatal care, safe delivery, postnatal care, breastfeeding, child nutrition, and early childhood development during this phase can significantly reduce maternal mortality, infant mortality, malnutrition, and stunting, while improving lifelong health outcomes.

The Aaghosh Program is a flagship social protection and conditional cash transfer initiative under the Punjab Human Capital Investment Project (PHCIP), implemented by the Punjab Social Protection Authority (PSPA) across 13 selected districts of Punjab. The program is specifically designed to support poor, vulnerable, and low-income pregnant and lactating women by encouraging them to use essential maternal and child health services, including regular medical check-ups, institutional deliveries, immunization, nutrition counseling, and early childhood care.

By strengthening access to quality healthcare and nutrition services, Aaghosh helps ensure a healthy pregnancy, safe childbirth, and strong early childhood foundation, giving every child—especially those from disadvantaged households—a better start in life during their first two golden years.

What is the eligibility criteria for the Aaghosh Program?

The Aaghosh Conditional Cash Transfer Program is designed to support maternal and child health among low-income families in Punjab. Under this program, pregnant women, lactating mothers, and mothers of children up to two years of age are eligible to apply if they meet the required conditions. Applicants must possess a valid Computerized National Identity Card (CNIC) and must belong to economically vulnerable households residing in the officially notified 13 target districts.

The Aaghosh program is currently implemented in Bahawalpur, Muzaffargarh, Kot Addu, Bhakkar, Dera Ghazi Khan, Taunsa Sharif, Mianwali, Rahim Yar Khan, Rajanpur, Khushab, Layyah, Bahawalnagar, and Lodhran. Women living in these districts can receive financial assistance, maternal health services, and nutrition support by registering through the Punjab Social Protection Authority (PSPA) and the National Database and Registration Authority (NADRA).

This initiative aims to improve safe motherhood, infant nutrition, and early childhood development by encouraging regular antenatal checkups, postnatal care, immunization, and institutional deliveries, especially for women belonging to poor and underserved communities.

How is the Aaghosh Program Enhancing the Quality of Healthcare?

The Aaghosh program is actively working to enhance the accessibility, availability, and overall quality of essential healthcare services for economically disadvantaged and vulnerable households. Through targeted initiatives, the program aims to bridge gaps in health service delivery and ensure that marginalized communities can access primary healthcare, preventive services, maternal and child health support, and basic medical treatment.

A key component of Aaghosh’s approach is community sensitization and empowerment. The program conducts extensive outreach campaigns, social mobilization activities, and information dissemination efforts to educate beneficiaries about the importance of timely healthcare, nutrition, hygiene, and preventive care. By raising awareness and fostering health-seeking behavior, these initiatives help increase the demand for quality healthcare services, reduce barriers to access, and ultimately contribute to improving the overall health outcomes and quality of life for program beneficiaries.

Through these coordinated efforts, Aaghosh is not only addressing immediate healthcare needs but is also working to strengthen community health systems, promote equity in service delivery, and create a sustainable model for improving the well-being of vulnerable populations across the targeted regions.

How Does the Aaghosh Program Support Its Beneficiaries?

The Aaghosh program is designed with the primary objective of promoting maternal and child health while ensuring optimal nutrition, wellness, and healthcare access for vulnerable populations. Specifically, the program focuses on pregnant women and lactating mothers who have children under the age of two, providing them with comprehensive support to improve health outcomes for both mother and child.

Key services under the Aaghosh initiative include regular quarterly medical check-ups for pregnant women to monitor maternal health and detect potential complications early, as well as safe maternity procedures conducted by trained healthcare professionals. The program also emphasizes child immunization, ensuring that children under two receive all essential vaccinations to prevent common childhood illnesses.

In addition, Aaghosh facilitates birth registration, which strengthens legal identity and access to public services. The program further provides guidance and awareness on maternal and child nutrition, hygiene practices, family planning, and healthy lifestyle habits, empowering families to adopt practices that support long-term well-being. By combining medical care, nutritional support, and educational outreach, Aaghosh serves as a holistic platform to enhance the overall health, safety, and development of mothers and their young children.

The Aaghosh Health & Nutrition Conditional Cash Transfer Program

The Aaghosh program is a comprehensive initiative aimed at enhancing maternal and child health outcomes by strengthening healthcare services, providing well-trained medical staff, and improving immunization coverage to encourage women to opt for hospital-based deliveries. Central to this initiative is the Health & Nutrition Conditional Cash Transfer (H&N CCT) Program, which specifically targets eligible pregnant and lactating women, as well as children under two years of age, to ensure both maternal and infant health.

Through this program, pregnant and lactating mothers can be enrolled in the Aaghosh initiative via the Electronic Medical Record (EMR) application, facilitated by Lady Health Visitors (LHVs) at public health facilities, including Basic Health Units (BHUs) and Rural Health Centers (RHCs). Upon enrollment, participants receive conditional cash transfers (CCTs) tied to scheduled antenatal, postnatal, and immunization visits, ensuring that financial incentives directly support adherence to recommended healthcare practices.

These cash incentives, which can reach up to Rs. 38,000/-, play a critical role in improving maternal nutrition, prenatal care, and early childhood health, thereby contributing to better birth outcomes, reduced infant mortality, and long-term child well-being. By linking financial support to healthcare compliance, the program fosters healthy pregnancy practices, encourages institutional deliveries, and promotes sustainable nutrition and health behaviors among mothers and young children.

Aaghosh helps low-income mothers in Punjab with healthcare, Sehat Card check, nutrition, and early childhood support, ensuring every child a healthy start.