UN Women: '#BeatMe' (Pakistan)

Contains the creative for the '#BeatMe' campaign for UN Women by the agency BBDO Pakistan in Pakistan.

The story behind the campaign

Challenge

Almost 90% (i) 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. Contrary to popular belief, this percentage does not include rural, uneducated and the poor alone. The rich, educated and urban citizens are just as much a part of this problem (ii).

In a heavily patriarchal society, our objective was to change the cultural mindset by generating conversation...

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