Client: UN Women
Agency: BBDO Pakistan
90% of Pakistan women were suffering of abuse.
Repeated anti-domestic violence messages ended up making the woman seem weak and powerless.
To shift the perspective of ‘women are weak’ to ‘women are strong.’
The film featured women who were at the top of their game and had achieved great things. Each woman challenged men to beat her at what she's good at.
I love how progressive, aggressive, and straightforward the message is. I personally hate gender issue. All human being is strong.
Right now I can’t find YouTube link for case study. But here is a link for clios. https://clios.com/awards/winner/23174