In the province of Khyber Pakhtunkhwa in northern Pakistan, the government is introducing a new health insurance scheme that covers outpatient healthcare services and is free of charge for the poorest 20% of the population. Funded by the German Institute for Development Evaluation (Deval), we are measuring the effect of this insurance in household surveys with more than 3,000 households and using rigorous methods such as regression discontinuity design and double robust difference-in-difference estimates. Since a lack of awareness limits the use of the insurance, an SMS-based awareness campaign is also being tested as part of a randomised controlled trial (RCT). The aim is to analyse the effects on healthcare, financial security, self-perception of health and psychosocial well-being in order to optimise the programme in a targeted manner.