Family planning was now widely recognised as a function of overall social development, no longer limited only to population stabilisation. PFI began to address population issues within the larger discourse of health and rights of women.
Population Foundation of India’s focused engagement with policymakers in the wake of the maternal deaths in Barwani in 2010 and sterilisation deaths in Bilaspur in 2014 also showcased its evidence-based advocacy. Population Foundation of India moved towards using new approaches like entertainment education and outreach with communities to further positively influence people, launching its flagship transmedia initiative Main Kuch Bhi Kar Sakti Hoon (MKBKSH – I, A Woman, Can Achieve Anything) in 2014.
