A nationwide public awareness campaign entitled "Pehlay Zindagi: Give Way to Ambulances - Give Way to Life" was launched here at a ceremony on Friday. The campaign draws attention to an important healthcare issue in Pakistan as part of the wider International Committee of the Red Cross (ICRC) global Healthcare in Danger project, addressing the issue of violence against health personnel and services.
The campaign is supported by over 30 partner organizations from across the country and will carry on until December 2017. Chief guest Federal Minister for National Health Services, Regulation and Coordination Saira Afzal Tarar said that ambulances are not merely vehicles; they are symptomatic of a struggling life for which every minute is important. She lauded the private and public organizations which have joined forces with the ICRC to take this important public cause forward.
As part of Pehlay Zindagi, a public pledge campaign will use TV, radio and social media to urge citizenry to respect and give way to ambulances by pledging their commitment. Whoever takes the pledge and spreads the message becomes a member of "Friends for Life" - a virtual platform aiming to introduce contemporary Pakistan to its social obligations. Awareness activities for motorists, a dedicated website and a pledge app have also been developed. Recognizing the key role that the media can play in making people aware of this message, the ICRC and its partner organizations have called upon the sector to get involved in highlighting the importance of this life-saving mode of transport. The campaign also seeks to sensitize people on the issues faced by ambulance staff so as to bring about behavioral change among the public and policy-makers.