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

Credits
Client: El Tiempo
Advertising Agency: Beat MullenLowe, Bogotá, Colombia
Creatives: Carlos Andrés Rodríguez, Duván Villegas, Sonia Barrera, Andrew López, Yekar Osorio, Samuel Prieto, Mateo Guerrero, Juan Villa

Credits
Campaign: AI Versus

Voskhod
Creative Director: Andrey Gubaydullin
Copywriters: Anton Rozhin, Daria Ovechkina
Chief Digital Officer: Dmitry Maslakov
Digital Art Director: Anna Maslyakova
CTO: Vasiliy Tsykin
Motion Designer: Liliya Zagidullina
Producer: Elizaveta Larionova
Case Film Maker: Vladislav Derevyannykh

TV Rain
Natalya Sindeyeva, CEO
Svetlana Gulyaeva, Executive Producer

ISD Group
Director of Creative Technology: Viktor Shkurba
Head of Data & Analytics: Svitlana Taborskykh
Creative Technology Head: Andrii Mishchenko
Creative Technologists: Kateryna Malashok, Dmytro Yatsyna
Producer: Helena Shyta

Pinterest has made a commitment to ensure that half of its managed creators come from underrepresented groups – and its launching a tool to support these groups alongside a new brand campaign.

The image-sharing social media platform is introducing a way for retailers, advertisers, and creators to self-identify if they’re from an underrepresented group so that their content can appear 50 per cent reserved for them within Story Pins and curated spaces, including the Today tab, Shopping Spotlights, and The Pinterest Shop. This feature will be rolled out in the ‘coming weeks’.

Pinterest has also launched its ‘Make the World See Beauty’ campaign, which aims to start a conversation around beauty and representation. The campaign, which has launched with a social film and V Magazine cover wrap, showcases 10 creators who are pushing the boundaries when it comes to representation.

Credits
Client: Pinterest
Campaign: Make the World See All Beauty
Advertising Agency: 72andSunny Los Angeles, USA
Editorial: Matt Schaff / Cabin
Finishing: Shape and Light

This campaign is about:
United States, Electronics, Technology, Pinterest, News, Product, Beauty, Lifestyle

Speaking on the campaign, Soumitra Karnik, Chief Creative Officer, Dentsu Impact said, “The new generation of news seekers is seeking absolute truth in the news they consume. They are tired of sensationalism; they are asking hard questions about the current state of journalism and they are expressing themselves freely and fearlessly across all platforms.”

“It is this relentless quest for the truth that we have tried to bring to life through a hard-hitting and thought-provoking narrative, voiced by the young and impactful social commentator, Aranya Johar – a representative for the responsible and aware millennial,” he added.

Taking about the relaunch efforts, Rajan Bhalla, Group CMO, HT Media Ltd said, “This refreshed product fits the fast-paced, knowledge-seeking needs of the millennials without alienating the older generation who are also fast adapting to the new ways of news consumption. We are extremely excited about this new offering and are certain that this raises the bar for the news industry in our country.”

Credits
Client: Hindustan Times
MD and CEO HT Media Ltd – Praveen Someshwar
Group CMO HT Media Ltd – Rajan Bhalla
Vice President, HT Marketing- Aparna Bhawal
HT Marketing Team- Charu Chawla, Brinda Kumar
Creative Agency: Dentsu Impact
President: Amit Wadhwa
Chief creative officer: Soumitra Karnik
Creative Team- Ankur Garg, Debanjan Basak, Devansh Chaudhary, Mayank Patel, Bharat Chatwal
Account Management- Hindol Purkayastha, Sunil Singh, Udisha Priyadarshini, Palak Mehrotra, Ricky Kalra, Ekta Mehta
Planning- Krittika Chakraborty
Films- Dawa Lama
Production House – Snowball Studios
Director- Rachit Mehta
Producer – Shams Lalji

This campaign is about:
Newspaper, Awareness, News, Journalism, Digital News

When Usain Bolt broke the world 100m record he did it in an incredible 9.58 seconds. their ad re-creates that experience, over and over again and with increasing excitement. It describes the feeling of running at such speed from different and varied perspectives. ‘9.58 seconds’ informs the structure of the ad. It is a modular piece, made up of ten 9.58 second sequences.

It attempts to lift the lid on the real Bolt. It shows the ‘overwhelming rush of hurt’ he describes when talking about his training schedule, the impact his achievement had on adoring fans, the healthy Jamaican diet he grew up on, the gaming arcades he spent his childhood in and the Jamaican dance culture he is still a part of.

By the end of the ad, They’ve shown what it feels like to be the fastest, not just for Bolt, but how that can be achieved through their VIVID 200Mbps fibre optic broadband. Their customers experience some of the fastest broadband speeds, giving them a superior entertainment experience, whether it be with movies, music or gaming

Brand: Virgin Media
Advertising Agency: BBH London
Media planning and buying: Manning Gottlieb OMD