Roughly 3 million people lived in Baluchestan at the time, and the growth rate was ~3%. Assuming that the province is 80% rural, then there would be around 72,000 additional population every year in the rural areas. The programme worked in about 20% of the area of the province, so we could not have used more than about 15,000 posters if we reached every mother who had a child in the first year, that survived. The first print run should probably have been 10,000 to allow for spillage into clinics, schools and adjacent areas.

While it was obvious that mothers in Baluchestan couldn’t handle the official Government policy at the time (to use the one-litre ORS sachet), it was felt important that FHWs should mention that ideally, mothers should use the sachet but, in case they couldn’t find one and didn’t have a standard one-litre measure, then use the home solution.