Campaign details

Brand: UN Women Pakistan
Brand owner: UN Women
Lead agency: BBDO Pakistan
Country: Pakistan
Industries: Charities & voluntary organisations
Media channels: Online video, Other & ambient media, Outdoor, out-of-home, Word-of-mouth, advocacy
Budget: 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 change the cultural mindset by generating conversations among the media and influencers, and to empower women to feel stronger, while emphasising to men that women are not as weak as they are perceived to be.