Campaign details

Brand: UN Women Pakistan
Brand owner: UN Women Pakistan
Lead agency: BBDO Pakistan
Country: Pakistan
Industries: Charities & voluntary organisations
Media channels: Direct marketing, Public relations
Budget: No budget

Executive summary

To raise awareness of child marriages in Pakistan, we collaborated with Ali Xeeshan – the country's best-known fashion designer – and designed a new form of bridalwear. This design merged a Pakistani schoolgirl uniform with traditional bridal embroidery design.

To launch this dress, we hijacked the nation's biggest bridalwear fashion show. Amongst models decked out in intricate bridal gowns, out walked a showstopper – a little girl wearing the Bridal Uniform.

The campaign went viral and was brought up by members of parliament, who convinced the Islamic Council to review the minimum age for marriage in the country. Bridal Uniform has won at every award show we entered this year and picked up the coveted first-ever Glass Spike Award for Change. It will now be replicated for seven different countries at New York Fashion Week.