In Pakistan, women face significant challenges when it comes to accessing education, as highlighted by the Global Gender Gap Report ranking the country at 145th out of 156. Shockingly, UN Women reports that 53.6% of women in Pakistan have limited access to education, training, and employment. Despite societal beliefs deeming education unnecessary for women, organizations like EMB and various NGOs are working tirelessly to bridge this gender gap.

The Struggle for Women’s Education:
Cultural, social, and economic factors contribute to the widespread deprivation of education for women in Pakistan. Parents, influenced by these factors, often keep their daughters out of school, preferring them to engage in housework or, worse, pushing them into early marriages.

Empowering Change:
EMB, alongside other NGOs, has been instrumental in changing this narrative. Their relentless efforts have resulted in a notable 4-point increase in the literacy rate and an upliftment of the nation. This achievement is not only a cause for celebration but also serves as an inspiration for more parents to reconsider and embrace the idea of educating their daughters.

The Newscasting Breakthrough:
To magnify the impact of this positive change, EMB turned a significant achievement into a groundbreaking event. During Human Rights Month, two school-going girls, who couldn’t read just three years prior, became newscasters on Pakistan’s top three news channels. Dressed in their school uniforms, these girls confidently shared their literacy journeys, emphasizing the transformative power of education.

The broadcast highlighted how education had not only empowered these girls to read the news fluently in both Urdu and English but also enabled them to become better caretakers for future generations. This event served as a powerful reminder of the importance of girls’ right to education, especially during Human Rights Month.

Impressive Results:
This special news segment, titled “Schoolgirl Newscasters,” reached a staggering 150 million impressions across Pakistan. EMB’s commitment to gender equality is further reflected in its policy, ensuring collaboration only with schools boasting equal representation of male and female students.

Driving Change in Schools:
EMB’s advocacy has led to a significant shift in schools across Pakistan, with more than 160 institutions now experiencing a remarkable 57% increase in girls’ enrollment. This positive change is a testament to the transformative power of education and the dedication of organizations like EMB in fostering a more equitable society.

Conclusion:
The journey towards empowering women in Pakistan through education is ongoing, but the strides made by organizations like EMB and inspiring initiatives like “Schoolgirl Newscasters” signify a positive shift. By breaking stereotypes and promoting equal opportunities for education, we pave the way for a brighter future, not just for these girls but for the entire nation. Let us celebrate these achievements and continue to work towards a more inclusive and educated Pakistan.

Credits
Campaign: Schoolgirl Newscasters
Directed and Produced by: Asma Humayun
DOP: Tarnaish Mehta
Co-producers: Abdullah Saifullah & Iradat Siddique Dadi
Art director: Aswad Anees
Voiceover: Zoey Istvan Humayun
Line production: Ghulam Hussain
Location manager: Imtiaz
Eng: Media Line
BTS: Kohi Marri
Agency: BBDO Pakistan & Impact BBDO

This campaign is about: –
Female literacy, Women’s education, Gender gap, Global Gender Gap Report, UN Women, Education deprivation, Empowering girls, Gender equality, NGO initiatives, EMB campaign, Literacy rate, Cultural barriers, Early marriages, Breaking stereotypes, Human Rights Month, Newscasting breakthrough, Educational empowerment, Parental mindset, Social change, Educational Campaigns

More than 3000 children go missing in Pakistan and are often displaced to those remote areas of the country where there is close to no media coverage. The Truck Art Childfinder campaign launched by Berger paints in partnership with BBDO Pakistan, Pakistani artist/activist Samar Minallah Khan and the NGO Roshni Helpline uses the famous local artform caller ‘Truck Art,’ which consists of floral patterns and different quotes beautifully drawn on the trucks. The only difference is that these patterns here are replaced with portraits of these lost children.
 

 
The campaign’s effect has been so significant the three lost children have been found in only four weeks of the launch, making this a very successful campaign. These trucks now travel across all of Pakistan, covering almost 50000 KMs.
 

 

Awards
Cannes Lions International Festival of Creativity: 2 Silver and 2 Bronze

Credits
Client: Berger Paints
Title: Truck Art Childfinder
Media: Trucks, mobile outdoor, PR
Agency: BBDO Pakistan

It was a school uniform, embellished with heavy motifs, worn by a girl. A striking symbol to raise awareness and highlight something that is still a grave issue in Pakistan. The horrible trade-off that takes place when a child is deprived of her right to an education and is instead married.

This symbol; the bridal uniform was used to question the unfortunate nature of many marriages that should not be a cause of celebration for the brides or even the nation as a whole. Not all brides are meant to be celebrated!

Credits
Advertising Agency: BBDO Pakistan
Production Company: Ali Xeeshan Theatre Studio
Executive Creative Director: Ali Rez
Creative Directors: Hira Mohibullah, Assam Khalid, Ali Rez
Designer: Ali Xeeshan
Copywriters: Aamna Rahim, Huma Mobin
Associate Creative Director: Moiz Khan
Creative Assistant: Fatima Ansari
Designers: Haroon Rashid, Haseeb Akram
Account Executives: Tazeen Asaad, Eesha Khan
Production Assistant: Mian Aleem Ali
Producer: Zohaib Kazi
Public Relations: Maida Azmat
Designer: Ahmed Zafar
Producer: Raza Shah
Strategic Planning Director: Assam Khalid
Photographer: Abdullah Harris
Creative Director: Jamayal Tanweer

Tags:
Pakistan for UN Women, Ambient, Pakistan, Public Interest, NGO, UN Women, BBDO, Ali Xeeshan Theater Studio, HUM Bridal Couture Week, Abdullah Harris, BBDO Pakistan, D&AD Pencil, Cannes Lions, Glass Spike, Gold Dubai Lynx, Gold AdStars, Communication Arts Annual, Gold Crystals, Child marriages, Fashion show

Moltyfoam, one of Pakistan’s leading mattress companies, saw an opportunity to help and provide a solution to people sleeping outdoors.

Moltyfoam and agency, Pakistan BBDO, developed the world’s first BillBed. A billboard designed from the product itself.

By day the BillBeds advertised the brand, and by night – with a simple flick – they are transformed into comfortable beds.

The weatherproof BillBeds were placed in over 150 locations in 9 major cities across Pakistan, at locations that the brand knew would benefit homeless labourers the most.

The campaign has won a Bronze Lion at the Cannes Lions 2015 awards.

Brand: MoltyFoam
Advertising Agency: BBDO, Pakistan
Senior Art Director / Concept: Muhammad Ahmed Mustafa
Strategic Planning Director: Assam Khalid
General Manager: Aamir Allibhoy
Associate Creative Director: Sahar Mullick
Junior Art Director: Imran Khan
Creative Director: Ali Rez
Production Manager: Atif Pasha
Deputy General Manager: Faisal Durrani
Senior Account Manager: Idrees Hussain
Creative Director: Madeeha Noor
Video / Photography: Muhammad Ahsan
Director of Photography / Cinematographer: Mujtaba Hussain Shah