Milkar Campaign

The Foundation extended its partnership with the British Asian Trust, launching a nationwide visual and televised mental health campaign across Pakistan. The 12-month mental health campaign aims to spread vital mental health awareness and lead to sustainable and systemic change across Pakistan. The campaign aims to focus on mental health related topics which are often overlooked and rather stigmatised, emphasising the need for diverse stakeholders’ engagement to create awareness and work on prevention and early intervention. The campaign aims to provide over 500 million unique views, reaching millions of people across Pakistan with messaging to improve their knowledge and attitudes towards mental health. This will result in more awareness and drive towards accessing mental health services and helplines, which will align with the CareTech Foundation’s existing partnership with BAT, showcasing our prominent position in mental health work in Pakistan.