Breaking Barriers, Building Bridges: The Public Health Legacy of Naima Azam
In public health, unsung heroes like Naima Azam make a profound impact. As a United Nations International Children’s Emergency Fund (UNICEF) Social Behaviour Change (SBC) Consultant in Pakistan, Naima’s dedication has redefined community health in underserved areas like Rajanpur. Her work exemplifies fostering trust, empowering communities, and transforming health systems through collaboration and compassion.

A Journey of Career Metamorphosis
In the vast realm of public health, there are individuals whose efforts often remain unrecognised, yet their impact reverberates across the lives they touch. One such individual is Naima Azam, a Social Behaviour Change (SBC) Consultant from UNICEF, Pakistan. Naima’s journey began far from the public health sector. Starting as a team lead at Pakistan Telecommunication Company Limited (PTCL), she refined her communication skills and resilience, earning her the title of Best Customer Service Representative. This role taught her invaluable lessons in navigating interpersonal dynamics—a skill that would prove crucial in her later work and always striving for excellence. In Rajanpur, a district fraught with challenges, Naima’s ability to build trust, empower communities, and foster collaboration has transformed public health systems with compassion and dedication. Drawn to making a more profound impact, Naima transitioned to public health, joining UNICEF as a Union Council Communication Support Officer in Lahore. Tasked with managing one of the city’s highest-risk union councils, she quickly realised the importance of community dynamics in shaping health outcomes. This role marked the beginning of a career defined by collaboration, learning, and an unrelenting commitment to improving lives.
A Lifelong Learner with a Heart for Change
Naima’s professional journey reflects her insatiable thirst for knowledge and growth. Despite managing such a demanding role, she pursued an MBA degree from the University of Management and Technology (UMT), where she was nominated for the prestigious Rector’s Award. Being a certified Neuro-Linguistic Programming (NLP) practitioner, she is equipped with the ability to guide and inspire others effectively. Naima credits much of her success to mentors like Dr. Rommi Hayat, whose training on diversity and inclusion left an indelible mark on her approach to leadership. Her role as a Provincial Training Facilitator at the Emergency Operations Centre (EOC) in Punjab further honed her ability to manage large teams and address complex challenges. In this role, Naima mastered the art of cascading training—a critical component in ensuring sustainable improvements in public health programs.
Rajanpur: A Turning Point in Public Health
Naima’s assignment in Rajanpur as an SBC Consultant for UNICEF marked a significant chapter in her career. The district, plagued by inadequate health infrastructure and cultural barriers, presented formidable challenges and called for a thoughtful approach. Naima chose collaboration over insight and treated implementing partner (IP) teams as her own. This mindset earned her their trust and reinforced her role as one of support, rather than monitoring.
Through innovative coordination, she organized collaborative events that brought together IPs, community members, and health service providers, fostering a sense of shared purpose, breaking down silos, and encouraging collective problem-solving. By tailoring her communication to suit the educational and cultural context of the community, Naima ensured that her messages resonated deeply, inspiring behavioral change and building trust.
Building Trust Through Empathy and Respect
What sets Naima apart is her remarkable ability to connect with people on a deeply human level. Whether engaging with Lady Health Workers (LHWs), Medical Officers, or community members, she listens without judgment, creating a safe space for them to share their struggles and achievements. By employing NLP techniques and motivational storytelling, she inspires individuals to recognise the value of their mental and physical well-being, fostering a renewed sense of purpose and positivity.
Naima’s dedication to confidentiality and her sincere efforts to understand the challenges faced by her colleagues and community members have earned her their trust. She recalls, in one instance, how a simple voice note about a field activity sparked curiosity and appreciation among colleagues. This moment is a testament to how her empathetic approach resonates with those she works with, proving her a trusted ally in their journey toward growth and improvement.
Advocating for tailored solutions and supportive supervision, Naima’s firm belief is that sustainable change calls for addressing the specific needs of communities. She advocates for content and interventions designed to meet these specific needs of communities while emphasising the importance of supportive supervision. Leaders, she argues, must communicate gaps constructively, fostering understanding and improvement rather than fear. Her insights underscore the need for training executives in supportive supervision skills—a critical tool for enhancing team performance and morale. A champion of maternal and child health at the heart of Naima’s work is a fierce commitment to maternal and child health. She emphasises the importance of routine immunisations for children and prenatal care for mothers, recognising these as fundamental to the health and well-being of families. In Rajanpur, she witnessed a gradual shift in attitudes toward health and hygiene practices, particularly regarding menstrual hygiene—a testament to the power of sustained engagement and education. Naima’s efforts extend beyond health education. Through her tireless work addressing systemic challenges, she has highlighted the negative impact of frequent leadership changes in health departments. Her work reflects a deep understanding of the interplay between policy, community dynamics, and health outcomes as she advocates for stability and continuity to ensure long-term progress.
The Power of Silent Dedication
Despite her many achievements, Naima remains humble and steadfast in her belief that rewards come from Allah. Inspired by her mentor, Syed Sarfraz Ahmad Shah, she approaches both successes and challenges head-on with patience and grace. Her silent dedication to her work speaks volumes of her unwavering commitment to serving humanity.
Looking Ahead: A Vision for the Future
Naima envisions a future where social protection, mental well-being, and positivity fuel the next generation to achieve greatness. She believes right support and motivation in the youth can transform institutions and bring pride to their communities and country.

Her approach to public health serves as a call to action for others in the field: combining technical expertise with empathy, listening as much as leading, and prioritising the well-being of both those they serve and the teams they collaborate with.
An Unsung Hero
Naima Azam’s journey from PTCL to UNICEF, from team lead to trusted SBC Consultant, is a story of resilience, growth, and unwavering commitment to making a difference. Her work in Rajanpur exemplifies what can be achieved when compassion meets collaboration, and when leaders prioritise trust and empowerment over authority.

In a world where public health challenges often seem insurmountable, Naima stands as a beacon of hope. Her ability to bridge gaps, foster trust, and inspire change has left an indelible mark on the communities she serves. While she may be an unsung hero, her impact is undeniable—a testament to the power of silent dedication and the profound difference one person can make. HH

The writer is the Research Lead at UNICEF Pakistan, and has led research initiatives, designed behaviour change interventions, and managed complex projects.
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