The story is about the village Zubairabad where women, especially pregnant women, habitually eat mountain sand (in local language it is called "Mate") which is also commonly used for washing hair and as a mud mask or facial in rural areas of south Punjab.
Nabbi Bakhsh is the only shop keeper in the village who sells mountain sand. He told the AGAHE team that he sells approximately 240 to 300 kg sand per month and that he wants village people to give up this habit. He does not care about business, only about village people's health. He was worried about his family’s habit of eating mountain sand but could do nothing because there was no one to explain the negative effects of their habit to them. He thought it would be beneficial for the AGAHE team to work towards raising awareness in his people. He requested AGAHE to free his village's women and children from the chains of the addiction.
The team also came to know that pregnant women in the village normally eat 450g to 750g mountain sand daily. Women and children often experience illness after eating mountain sand and spent a lot of money on medication.
AGAHE accepted the challenge to change the mindsets of the people of the village. AGAHE started health sessions with full zeal and zest, with a focus on the negative effects of the consumption of mountain sand. People started paying attention and, after four days, men and women ensured that they will try their best to avoid this habit for their healthy future. Nabbi Bakhsh was very happy because the sale of mountain sand was decreasing. After the health sessions, according to Nabbi Bakhsh, his sale is 2kg to 3kg maximum. He thanked AGAHE for working for the rural areas and especially for health issues faced by pregnant women.