Population First is an NGO working on population and health issues within the framework of women’s rights and social development. We believe that population is not an issue of numbers alone. Numbers are but a manifestation of poor social development and lack of access to health and contraceptive services. Across the country, fertility is highest where social development is low and gender inequality is high.

Population First is a communications and advocacy initiative for a balanced, planned and stable population. Reducing gender imbalances in population, investing for the current and future population and reaching the goal of replacement level fertility are our key communication objectives. In our advocacy efforts, we help build public-private partnerships to guide and support programmes on health and population and create a shared vision on the development goals of the country.

Population First was registered in 2002 as a public trust under the Bombay Public Trusts Act, 1950. It is guided by an illustrious group of Trustees and Advisory Council members. It works on the premise that no communication programme can be effective or successful unless supported by the health service providers and the community.

Based on this premise, Population First implements an integrated communication programme adopting a three-pronged strategy involving:

1. National Advocacy Campaign for Population Stabilisation (NACPS)
2. Issue-based communications campaigns - Laadli – Mumbai’s Girl Child Campaign
3. Grassroots communications programmes – The Thane project