UN Women: #BeatMe

UN Women, a UN entity working for the empowerment of women, launched a campaign to curtail current Pakistani law that allowed men to 'lightly beat' women, by showcasing empowered women that could inspire others and cause a societal shift.

Advertiser: United NationsBrand: United NationsAgency: BBDO PakistanCountry: Pakistan

Objectives

Almost 90% of Pakistani women suffer from some sort of abuse(i). Things got so unfortunate that last year, a powerful constitutional body proposed that men be legally allowed to "beat lightly" a woman(ii). Compounding the issue, shockingly more than 42% of Pakistani women actually believe that they are weak and think that it is ok for their husband to beat them(iii). This percentage does not only include rural, uneducated and the poor. Rich, educated and urban citizens are...

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