Bagh, March 12, 2009 - The "Hifazat" brand was launched today at Dhirkot Health Center, Bagh District by Ms. Anne Aarnes, Mission Director for the United States Agency for International Development (USAID) who described it as "an innovative approach designed to build a bond of trust with the community and promise a high standard of quality and client service provision."

The brand is being launched by the USAID-funded PRIDE Project at eight government facilities (Bagh, Arja, Birpani, Sessar, Khurshidabad, Forward Kahuta, Mallot and Dhirkot) with signs, health education posters and pamphlets, radio advertising and announcement vans.

"The colorful rainbow logo 'Hifazat' and its tag-line 'Because life is precious…' were chosen because they symbolize a promise of quality healthcare and protection from the government and facility staff to their community," said Dr. Abdul Aziz Dar, District Health Officer Bagh AJK. "The brand is part of PRIDE's community participation campaign to encourage local communities to use and support their facilities."

To fulfill the promise of protection and decrease the high rates of maternal and infant mortality, the District Health Office is now providing 24-hour essential obstetric care at these eight facilities. A skilled birth attendant is available around the clock for deliveries and to make referrals to the District Headquarters Hospital in Bagh. Staff has received extensive training, especially in the areas of maternal and child health. Infection prevention and hygiene standards have seen significant improvement, an efficient referral system has been developed to manage complications and community health management committees have been formed to support the facilities in their efforts to improve services and better manage the available resources.