NCDs Silently Crippling Economy and Health: Gen. Kiani
ISLAMABAD: Pakistan National Heart Association (PANAH) hosted a powerful National Youth Conference in Islamabad, bringing together young advocates from universities across the country who led impactful social media campaigns urging the government to impose higher taxes on Sugar-Sweetened Beverages (SSBs). The guests where Maj Gen ® Masud Ur Rehman Kiani, Munawar Hussain health and nutrition Policy Advisor, Mr. Sana Ullah Ghumman General Secretary PANAH, Representative from Universities, Academia, Health experts, Civil Society and Media.
Gen. Kiani appreciated the wellbeing of our
Maj. Gen Masud Ur Rehman Kiani presented alarming data on the epidemic of Non-Communicable Diseases (NCDs) in Pakistan. He share that according to recent findings NCDs account for 58% of all deaths in Pakistan. SSBs are among the leading contributors to NCDs like obesity and Type 2 diabetes, particularly among low-income populations and youth. With over 33 million adults now living with the disease. Obesity rates among youth have surged, with nearly 1 in 3 urban school-going children classified as overweight or obese.
Higher Taxes on Sugary Drinks and Processed Food Proposed
Gen. Masud suggested that that taxing sugary drinks is one of the most effective and evidence-based strategies to reduce consumption. Government should take immediate action by imposing higher taxes on sugary drinks to reduce the burden of NCDs.
The conference concluded with a vibrant award ceremony, celebrating the top-performing youth advocates and university teams for their outstanding commitment, creativity, and impact during the campaign. Awards were distributed by Senator Gillani, who praised the students as “Pioneer of a healthier future for Pakistan.”
Dr. Abdul Qayyum Awan Senior Executive Vice President, closed the session by affirming PANAH’s continued commitment to advocate for health taxes and NCD prevention. “This movement is not just about policy—it’s about saving lives. And our youth have shown they are ready to lead.”
