Aahung has been working on sexual and reproductive health and rights (SRHR) in Pakistan for more than 16 years; however it is only in the recent years that Aahung has started engaging with media for mass dissemination of SRHR messages. Aahung acknowledges that SRHR issues have remained shrouded in secrecy in predominantly Muslim Pakistan and thus gives special attention to the socio-cultural context before implementing any programmatic intervention.

CSA Mass Communications Campaigns
On 19^th November, 2009 Aahung celebrated the World Day for the Prevention of Child Abuse by launching a month long radio campaign on Child Sexual Abuse (CSA) on multiple nation-wide FM channels. The Aahung team worked in conjunction with an advertising agency to produce 4 culturally appropriate radio messages. The messages focused on dispelling common myths associated with CSA and provided listeners with simple strategies for the prevention of abuse.

Aahung collaborated with Konpal, an organization working towards preventing child abuse, to launch a temporary helpline which was advertised at the end of each radio message and provided callers with referrals and basic counseling. The radio campaign received a positive response with daily phone calls from areas of Pakistan such as Karachi, Rawalpindi, Sukkur, Azad Kashmir and remote towns in NWFP.

On 6^th July, 2010 Aahung re-launched the CSA radio campaign on 6 nation-wide FM channels, supplemented by billboards on CSA prevention in 10 different locations throughout Karachi. For this campaign, Aahung partnered with Rozan to advertise their well-established youth helpline. Aahung also hired a marketing research company to measure the impact of the campaign on parents, specifically to see what message people took from the campaign, and what impact and action they took, if any.