UN Women Pakistan: #BeatMe

UN Women Pakistan used a sports-based multimedia strategy to launch an anti-domestic-violence campaign.

Campaign details

Brand: UN Women PakistanBrand owner: UN WomenLead agency: BBDO PakistanCountry: PakistanIndustries: Charities & voluntary organisationsMedia channels: Online video, Other & ambient media, Outdoor, out-of-home, Word-of-mouth, advocacyBudget: No budget

Executive summary

Almost 90% of Pakistani women suffer from some sort of abuse, due to the patriarchal mindset of the society. A bill recently proposed that men be allowed to "beat lightly" a woman. Compounding the issue, more than 42% of Pakistani women believe that they are weak.

In a heavily patriarchal society, our objective was to...

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