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...