Schoolgirl Newscasters – The Unbelievable Journey of Pakistani Schoolgirls Turned News Anchors!
EMB’s impactful campaign ‘Schoolgirl Newscasters’ breaks barriers, inspires change, achieving 4-point literacy rise and 57% girls’ enrolment in 160+ schools.
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
