Noted actor Firdous Jamal backs behavior-driven uplift of underprivileged

Karachi: Senior and celebrated TV and film actor Firdous Jamal has voiced strong support for positive behavioral transformation as a way to overcome the day-to-day struggles faced by marginalized communities.

His message was recorded as part of the "Celebrity Corner"—a creative segment of the Behavior Change Campaign being implemented under the Karachi Water and Sewerage Services Improvement Project (KWSSIP) in collaboration with the National Rural Support Programme (NRSP).

Speaking directly to residents of Karachi’s informal settlements, Firdous Jamal emphasized that “many of the problems and hardships faced by underprivileged communities can be addressed by adopting high spirits, strong willpower, and positive behaviors.” He acknowledged that while external challenges exist, internal transformation plays a critical role in building healthier, cleaner, and more resilient neighborhoods.

He encouraged community members to actively participate in the campaign, saying: “The behavior change movement currently underway in your communities is a commendable initiative. Contribute to it wholeheartedly so that the dreams you hold for your own progress can become a reality.”

The Celebrity Corner aims to inspire and mobilize communities by leveraging the voices of trusted public figures. Through their words, the campaign seeks to promote key messages on water conservation, improved sanitation, hygiene, responsible use of public services, and preparation for future systems such as water billing—all while highlighting the power of positive behavior and community ownership.

KWSSIP’s behavior change campaign continues to evolve as a powerful catalyst for not only improving WASH (Water, Sanitation, and Hygiene) practices, but also for empowering women, children, and local leadership in Karachi’s katchi abadis.