The InkVisible campaign is built on a difficult cultural contrast. Henna is usually linked with celebration, marriage and beauty. Here, it becomes a way to show the violence that many women are forced to hide. According to campaign reports, 1 in 3 married women in Pakistan reportedly face physical and mental abuse from their partners, while many do not report it because of fear, social pressure or stigma around divorce.

A Wedding Ritual Reworked Into A Safety Message

InkVisible does not rely on shock for the sake of shock. Its strength comes from how closely the visual idea is tied to the cultural context. Henna is already present at weddings, already understood by families, and already associated with brides. By moving the henna from the expected places to the sites of bruises and wounds, the campaign makes abuse harder to ignore.

The visuals show henna forming the shape of a black eye, strangulation marks around a bride’s neck, and injury-like marks on the face. These images are designed to raise alarm and make women aware that they can call a national helpline for support.

Ali Rez, Chief Creative Officer at IMPACT BBDO, said the team focused on the irony that marriage is meant to be celebrated, but can often become the point at which abuse begins. He explained that henna stood out because it is a symbol of a happy marriage, yet could be used to reveal the darker reality many women face after marriage.

How InkVisible Reached Women Beyond The Screen

The campaign was not limited to online film release. Campaign films were played at events and released across social channels. Posters were placed in strategic high female traffic locations across major Pakistani cities. Campaign Middle East also reported plans for billboards and broadcast commercials.

One of the more practical parts of InkVisible was its use of henna artists. These artists, who are often invited to work with brides, were trained to share information on how women could seek help. Henna cones were also printed with the national helpline number, extending the campaign into rural communities and private domestic spaces where conventional media may not reach easily.

This made the idea more than a visual campaign. It used an existing cultural practice as a channel for information. That matters because domestic violence is often hidden inside the home, and many survivors may not have safe access to public conversations around abuse.

From Bridal Henna To Parliamentary Support

InkVisible also reached political spaces. Female parliamentarians in Pakistan’s National Assembly reportedly wore henna as wounds and bruises to support the message. They also amplified the campaign online while encouraging lawmakers to strengthen protections against spousal abuse.

Campaign Middle East reported that the Governor of Pakistan’s largest province and the Prime Minister’s office responded positively to the campaign. Donor agencies were also reported to have joined calls for stronger action against violence toward women.

The campaign also saw a rise in calls to the national helpline immediately after launch, according to reports. While the available sources do not provide specific call numbers, the increase is presented as an early indication that the campaign helped inform women about available support.

Why The Campaign Feels Hard To Ignore

InkVisible works because it does not explain domestic violence from a distance. It takes a familiar ritual and changes where people are forced to look. The campaign understands that in a conservative social setting, a public service message needs more than visibility. It needs cultural entry points, trusted messengers and a path to help.

The film and posters create the emotional entry point. The trained henna artists and helpline printed henna cones create the practical route. The involvement of parliamentarians gives the campaign public pressure. Together, these pieces give InkVisible a sharper role than awareness alone.

For more campaigns in this category, visit Campaigns of the World’s Film and Video section

Credits
Agency: Impact BBDO Dubai
Agency Art Director: Minhaj Rafi
Brand – Marketing Manager: Saman Ahsan
Chief Creative Officer: Ali Rez
Creative Director: Rana Sadek
Editing Company: IMPACT BBDO Dubai
Editor: Sanil Chandran
Executive Creative Director: Nasir Qureshi
Film Director: Neelay Shah
Film Production Company: DejaVu
Music Composer: Zohaib Kazi
Producer: Manasvi Gosalia, Maarouf Bekdash, Kavya Iyer, Rafic Sawaya
Regional Agency Group: Omnicom Advertising Group
Writer: Maya Sfair

This campaign is about:
InkVisible campaign, UN Women, Impact BBDO Dubai, domestic violence campaign, Pakistan campaign, henna campaign, women’s safety, spousal abuse awareness, Film and Video campaign, social impact advertising, public service campaign, gender equality campaign, women protection, Déjà vu Films, national helpline campaign, creative advertising, Pakistan.

Set in Pakistan, where child marriage remains a widespread issue, the campaign used a deeply respected tradition to deliver a message lawmakers could not ignore.

Campaign Background: Why This Campaign Was Needed

Pakistan has one of the highest rates of child marriage in the world, with nearly 19 million girls married before turning 18. While activists and organizations have long pushed for reform, meaningful change required intervention from the country’s highest Islamic judicial authority.

UN Women recognized that to create impact, the message had to reach lawmakers personally, not just politically.

 
📈 View the Audit Report of This Campaign
 

The Cultural Insight That Made the Idea Work

In Pakistan, wedding invitations are hand-delivered and carry deep emotional and social value. Not receiving one is often seen as disrespectful.

UN Women turned this cultural norm into a communication tool—using wedding cards to confront lawmakers with the harsh reality of child marriage.

The Creative Idea: Invitations to a Wedding That Shouldn’t Exist

Members of Pakistan’s National Assembly received wedding invitations to a fictional child’s wedding.

What made these cards powerful:

• They were designed entirely by children
• Contributors were aged 5 to 15 years
• One contributor was a real child bride
• Each card represented a different region of Pakistan

The innocent artwork contrasted sharply with the serious message, making the issue impossible to dismiss.

Strategy & Execution: Simple, Direct, and Emotional

UN Women invited young girls from diverse backgrounds to draw freely. Selected artworks were combined into six wedding cards, each reflecting a different province or region.

Execution highlights:

• Cards were hand-delivered to lawmakers and influencers
• A short film explained the idea behind the campaign
• Social media content amplified the message nationwide

This mix of physical and digital storytelling ensured both intimacy and reach.

Results: From Creative Idea to Legal Change

The campaign delivered measurable and historic outcomes:

• Legislative Impact: Lawmakers brought the cards into parliamentary sessions as visual proof of the issue. This contributed to a landmark directive from the Federal Islamic Court of Pakistan, setting 18 as the minimum legal age for marriage.
• Provincial Action: Regional assemblies began discussions to implement local reforms.
• Public Awareness: The campaign sparked nationwide media coverage and conversations.
• Brand Credibility: UN Women strengthened its reputation as a leader in culturally relevant advocacy.
• Emotional Engagement: Involving children, including a former child bride, added authenticity and empathy to the campaign.

Why This Campaign Matters for Creative Advertising

Child Wedding Cards shows that:

• Cultural insight can be more powerful than large media budgets
• Physical formats can still create strong emotional impact
• Purpose-driven campaigns can influence policy, not just perception

Conclusion: Creativity That Led to Real Change

By transforming a familiar wedding tradition into a tool for advocacy, UN Women created a campaign that went beyond awareness. Child Wedding Cards helped shift mindsets, influence lawmakers, and contribute to lasting legal reform.

For anyone passionate about creative advertising and marketing campaigns that truly make a difference, this work is a reminder that the right idea—executed with empathy and cultural understanding—can change lives.

Credits
Agency: IMPACT BBDO / Dubai
Client: UN Women
Production Company: Shiny Toy Guns / Karachi
Art Director: Jithesh Narayanan & Hassaan Aftaab
Associate Creative Director: Moiz Khan & Osama Siddiq
Chief Creative Officer: Ali Rez
Copywriter: Aunindo Sen, Archna Singh & Tamara Pinto
Creative Director: Rana Sadek
Designer: Atif Pasha
Director: Asma Humayun
Director of Photography: Kohi Marri
Executive Creative Director: Atiya Zaidi
Motion Designer: Shoaib Ahmed
Strategist: Eya Benzaied
Music director: Zohaib Kazi

This campaign is about:
UN Women Child Wedding Cards campaign, Child Wedding Cards campaign, Creative social awareness campaigns, Best social impact advertising campaigns, Award-winning NGO campaigns, Creative advocacy campaigns, Purpose-driven advertising campaigns, Child marriage awareness campaign, Anti child marriage advertising, NGO marketing campaigns, Social cause advertising ideas, Cultural insight advertising campaigns, Human-centered marketing campaigns, Public policy influencing campaigns, Creative direct mail campaigns, UN Women child marriage campaign Pakistan, Creative advertising campaigns against child marriage, Child marriage law in Pakistan, Social awareness campaigns, Non-Profit campaigns, Purpose-led marketing, Creative marketing case study, Integrated marketing campaign, Insight-driven advertising campaigns, Brand activism campaigns, Social responsibility marketing, Cause marketing examples, Child wedding cards campaign, UN Women social campaign poster, Pakistan child marriage, NGO creative campaign artwork, Social issue advertising design, OOH Campaigns Child marriage in Pakistan.

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: UN Women
Advertising agency: Mayday AD
Medium: Integrated Campaign
Category: Public interest ads
Tags: Violence against Women, Ending violence against women, gender equality, Gender-based Violence

#Seemeasiam #TransDayOfVisibility #TDOV2021.

About UNAIDS
The Joint United Nations Programme on HIV/AIDS (UNAIDS) leads and inspires the world to achieve its shared vision of zero new HIV infections, zero discrimination, and zero AIDS-related deaths. UNAIDS unites the efforts of 11 UN organizations—UNHCR, UNICEF, WFP, UNDP, UNFPA, UNODC, UN Women, ILO, UNESCO, WHO, and the World Bank—and works closely with global and national partners towards ending the AIDS epidemic by 2030 as part of the Sustainable Development Goals.

Credits
Advertiser: UNAIDS
Campaign: The Mirror
Agency: FCB India
Chief Creative Officer: Swati Bhattacharya
Account Management: Vishakha Khatri
Account Planning: Kizie Basu
Creative Team: Gia Fernandes, Anusheela Saha
Digital Team: Vinesh Nandikhol, Roshan Shetty, Giamaria Fernandes, Aabhaas Worah,
Nikhil Fernandes, Ponnada Kulteja, Sukrit Sharma
Director: Shashank Chaturvedi
Producer: Robin D’Cruz
Singer: Sikander Kha

UN Women Executive Director and Convener of the Unstereotype Alliance, Phumzile Mlambo-Ngcuka, said, “We know that where there is inequality, discrimination and exclusion follow. Confronting the negative stereotypes in our societies is a vital step to fighting inequalities. The Unstereotype Alliance is unique in its ability to convene diverse companies for a joint cause: using the power of advertising to affect positive cultural change and improve the lives of women and girls around the world.”

Additionally, the group released a power short film, “The Problem is not Seeing the Problem,” that calls on the industry to act immediately to eliminate stereotypes from their ads.

Credits
Agency: MullenLowe London, IPG
Jose Miguel Sokoloff | CCO
Alex Okada | Global Creative Director
Jorge Eliecer Pinto & Juan Pablo Maldonado | Creative Team
Helen Bell | Unilever COO
Liann Al-Chami | Global Business Director
Ayesha Walawalkar | Global Planning Director
Marina Damato | Global Account Manager
Safae Bouazz | Global Account Executive
Luke Judlin | Producer
Trudy Waldon | Director of Integrated Production
Rob Hare | Designer
Production Company: Snapper Films
Director: Joanna Bailey
Executive Producer: Helen Hadfield
Line Producer: Rosie Pike
Edit: Speade
Editor | Sam Sneade
Edit assistant | Sam Allen
Sound | Wave
Sound Designer | Ed Downham
Ben Tomlin | Head of Integrated Production
Jenn Saunders | Production
Music Agency | SixtyFour Music
Music Supervisor | Joe Rice
Composer | KLANG
Track Title | ‘Alliance’
VFX: The Mill
Executive Producer: Colin Oaten
Production Coordinator: Dan Crozier
2D Lead Artist: James Pratt
Colour: The Mill
Colourist: Seamus O’Kane
Colour Producer: Charlie Morris

This campaign is about:
Gender equality, Woman’s rights, Stereotypes

The aim of this campaign is to call to action and to make society aware to deal with the problem of sexual assault, expecting to promote changes in attitudes and behaviour of men.

Credits
Advertising Agency: McCann Worldgroup
Campaign: #NoMoreSexualViolence
Advertiser: UN Women

Tags:
Sexual Violence, Physical Violence, McCann Worldgroup, #NoMoreSexualViolence, UN Women, Rape, Sexual Assault, Women Empowerment, Violence against women, Gender-based violence, ONU Mujeres, Human trafficking

Courage to Question – Trailer

Chief Kachindamoto

Worldwide, more than 700 million girls alive today were married before their eighteenth birthday (UNICEF). Child marriage has devastating impacts on the realization of the rights of the child, from her right to an adequate education, to her right to sexual and reproductive health. Chief Theresa Kachindamoto has annulled 3,500 child marriages in the central region of Malawi and has helped girls to complete their education, often by subsidizing their schooling. Working with UN Women, the government, civil society and traditional leaders, Chief Kachindamoto contributed to the February 2017 adoption of a constitutional amendment raising the minimum age of marriage from 15 to 18 years. These achievements are against all odds—as the first woman leader in her village and in a village where child marriage is deeply embedded in cultural practice, Chief Kachindamoto’s fight for cultural change has required determination, leadership and persistence.

After meeting a girl who was forced to marry at 13, the Chief knew it was time for change.

Lydia Cacho

Women human rights defender, author and journalist, Lydia Cacho, has dedicated her career to investigating and exposing human trafficking, sexual violence and impunity. Through her shelter, El Centro Integral de Atención a las Mujeres, Cacho provides a safe space for survivors of trafficking, domestic violence and other forms of abuse and exploitation to access health, legal and other support services. Cacho’s work for human dignity and equality has been fraught with challenges—she has been raped, assaulted, harassed, kidnapped and received death threats. Yet, Cacho refuses to be silenced.

Asha Kowtal

At least 250 million people worldwide face discrimination on the basis of caste and systems of inherited status. Dalit women and girls sit at the bottom of the caste, color and gender hierarchies—they are systematically denied opportunities and enjoyment of basic human rights from access to adequate food, education and labor to the denial of their human dignity. As the General Secretary of the All India Dalit Women’s Rights Platform, Asha Kowtal leads the fight against oppression of Dalit women and girls. In the face of resistance, Kowtal continues to give voice to Dalit women and their aspiration for equality.

Alice Marie Johnson

More than 700,000 women and girls are imprisoned globally—a number that has more than doubled since 2000. For many women, the path to prison stems from inequality, including a lack of economic opportunities, and their struggle to escape violence and abuse. Alice Johnson was a non-violent offender who was sentenced to life imprisonment. Throughout her prison sentence, she advocated for criminal justice reform, including for women’s access to ICT education and vocational training. Since she was granted clemency in June 2018, she has continued to raise awareness of the situation of women in prison systems. Johnson’s fight for freedom has helped to raise the voices of incarcerated women around the world.

Credits
Director: Megan Sullivan
Producer : Thea Hardy
Director Photography VR: Jenn Duong
Director Photography Traditional: Eve Cohen
Drone Operator & Sound : Danielle de Leon
Photographer : Jane Hahn
Post Production : Therapy Studios
Editor: Shannon Albrink
Post Producer : Margaret Ward
Production company: Novus Select
UN Women
Vital Voices
Supported by Google

Tags:
UN Women, Google, Alice Marie Johnson, Asha Kowtal, Lydia Cacho, Chief Kachindamoto, Inequality, Violence, Abuse, Gender Equality, Courage to Question, Women’s Rights Activists, Virtual Reality

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