'Jang’ is one of the most prestigious daily Urdu newspapers in Pakistan, accessed and read by an estimated 8 million individuals a day both in the rural and the urban areas. Heartfile features an article on heart disease prevention on the 'Sehat' (Health) page of the popular Sunday Jang magazine on a weekly basis. The Sunday magazine is the most appropriate publication for this feature as it is, by far, the most widely read of all the pages of the Jang magazine. The articles featured are a translated version of the English articles, with appropriate editing and language changes. Changes in the article also take into account, the cultural differences between readers of Urdu and English newspapers. Each article is accompanied by a colored version of the Heartfile mascot in the national dress and the logo lettering in red. The campaign was launched on January 23, 2000, with an introductory article along with the first public service article. More than 103 articles have been published to date.

Funding: Department for International Development, UK 2001-2004.

Canadian International Development Agency, 1999-2001.