Campaign details

Advertiser: United Nations
Brand: United Nations
Agency: BBDO Pakistan
Country: Pakistan

Objectives

UN Women is the United Nations entity dedicated to gender equality and the empowerment of women. A global champion for women and girls, UN Women was established to accelerate progress on meeting their needs worldwide. UN Women also coordinates and promotes the UN system's work in advancing gender equality, and in all deliberations and agreements linked to the 2030 Agenda. The entity works to position gender equality as fundamental to the Sustainable Development Goals, and a more inclusive world.

Our brief was to come up with a unique, disruptive idea that would not only raise awareness of the issue of child marriages in Pakistan, but to do it at a zero media budget. Strategically, we were also tasked to educate the public about the long-term harmful effects of getting a girl married young instead of educating her.