As most of the world celebrated Mother’s Day last week, one glaring topic that floats much too under the surface in the South Asian region, is maternal health and women who die in childbirth.

What happens in Pakistan will not stay in Pakistan. This message is clearly displayed on the Pakistan pavilion in Sharm-el-Sheikh, at the occasion of the 27th Conference of Parties COP27, hosted by Egypt this year.

“There is no such thing as bad publicity,” is an idea of the past, a misguided notion that all mentions in the media, no matter good or bad, aid a cause in the long-term.