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Ms. Shazina Masud joined Greenstar Social Marketing in February, 2017 as its Chief Technical Officer. She brings with her over 20 years of experience in private sector marketing and sales, including experience in social marketing and social franchising of reproductive health products and services. Previously, she was serving as the Country Director and Chief of Party of a DFID supported project on Provision for Reproductive Health Services through Social Marketing ,implemented in three provinces of Pakistan.

Before that she was the Country Director for Population Services International - Nepal, where she was responsible for streamlining the entitys social marketing of family planning products and introducing innovative initiatives to create a brand identity for the network. She also worked in a similar capacity with PSI in Somaliland for two years. And also provided technical support to PSIs Reproductive Health programs in South Africa and Cambodia. In an exclusive interview with You! Ms. Masud shares her views with our readers...

You! What Greenstar is all about?

Shazina Masud: Greenstars goal is to contribute to the development of Pakistan through family planning. Historically it has worked towards mother and child health as well as in areas of prevention and treatment of TB as well as Malaria. It focuses on the private sector channels to deliver health results at an affordable price but works closely with the government to support their efforts so that the sum of the two create an impact that reduces the burden of disease in the country.

You! What is your modus operandi?

S.M: We use commercial marketing techniques and processes for social gains in Pakistan. We use modern marketing tools and strategies to create demand for affordable heath solutions to our target market which is the lower half of the economic pyramid enabling them to lead healthier and happier lives.

You! How have other women received your work?

S.M: I interact with women at two levels, those with whom I work and those whom we serve. With women who work with me, work as a team and learn from each other and strengthen each other. There is no way to succeed without doing that. And the women who we serve, because it is a collective, team effort - there are many instances where their lives have changed for the better, where they feel more enlightened and more empowered. This affects not only the woman but her family and eventually her community.

You! How successful you people have been in creating awareness among women through your programmes?

S.M: Greenstar has worked in the area of family planning in Pakistan for the past twenty-five years. The government of Pakistan has been a major player since the 1960s in tackling family planning issues of the country. There are other organizations who also work in this area. Collectively a lot of progress has been made over the years in creating awareness. According to Pakistan Demographic Health Survey of 2012, over 90% of the women in Pakistan are aware of family planning. While there is still a gap in knowledge and practice, this in itself is a great achievement.

You! Do your teams go to rural areas too?

S.M: Actually, our main focus is on urban and peri-urban areas, as they are heavily populated due to the internal migration, that continues to take place in the country. But yes, our teams do go to rural areas.

You! How important do you think is it for a common woman to know about precautions?

S.M: I think women should know and have the knowledge and ability to plan and space a pregnancy. This impacts her health, her body, her childs health and her familys well-being.

You! What difficulties or problems you guys face while promoting family planning messages in rural areas or slum areas?

S.M: The biggest issue is of myths and misconceptions about family planning! This is especially true where education and literacy is low and issues get distorted as they spread from word of mouth. We devote a lot of effort in dispelling these misconceptions through information, one to one interactions, media campaigns and counselling.

You! What is the most important advice you can give to women?

S.M: I would ask women to be confident, to take charge of their lives, they have the ability - they lack nothing. They should not be subservient to anyone, but be bold and strong and live as equals to men.

You! Do you think general mind set of our society is changing regarding family planning?

S.M: I think there is more acceptance but there is still a long way to go.

You! What are the challenges, in your eyes, being faced by Pakistani women today?

S.M: There is no easy path to success for either men or women though our challenges might be different. I do not consider men as adversaries of women. We are partners and working together in that spirit, there is always success.

You! What do you think are the main ingredients or traits essential to attain success?

S.M: The most important is that you should have a passion or a strong interest in what you are doing. An attitude of learning as you move ahead, irrespective of your years of experience or qualification. With this combination and with some hard work thrown in, I do not see anyone not being successful.

You! What are the positive points of being economically independent?

S.M: Nine times out of ten a womans economic independence will translate into better opportunities for her family in terms of education, health and nutrition.

You! Do you think a professional can be a good wife and mother?

S.M: Women who work and have families and children are far more conscious that they should give proper attention to their family than perhaps who stay at home. A professional woman has to prove herself at work and at home and I have the utmost respect for them for managing that balance.

You! How do you unwind?

S.M: I watch sports and News on TV. Otherwise I meet with friends and family. Ten years ago I would have said I read books to unwind, but it has become impossible to find time to that. This is my resolution for this year - to start reading again.

You! What is a typical day in your life?

S.M: I get up quite early in the morning and the first action is to check my office emails. I then read the newspaper and have my breakfast. I give the instructions for the day to my house team and get ready for office which ends normally late evening around seven or eight. I come home, talk to my mother and have dinner with her. I enjoy watching the news to update myself and chill for a couple of hours in front of that. After a final check of the office emails, its off to bed.

You! Any lessons learnt the hard way...

S.M: I have been very fortunate so far, professionally and personally. The only lesson learnt the hard way is no to jump when trekking - I broke my ankle because of a fall six months ago and it still hasnt healed!

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The 'green' factor - The News International