EBM - Schoolgirl Newscasters
Cannes Lions Glass Gold, D&AD Pencil, Clio Silver, Dubai Lynx, One Show, MadStars Grand Prix, Loeries Gold
Pakistan’s education system faces a 13% gender disparity, with only 34% of all girls making it to high school. There’s a widely held believe that education is useless for women. Due to social economic and cultural reasons parents keep girls out of school, preferring to have them do housework, or worse – get them married off early.
To emphasize the importance of education, and persuade more parents to keep their girls in school, we turned news into breaking news, with a special new broadcast. Two school-going girls, who could not even read three years back, took over as newscasters for the evening, reading the news to millions of people on Pakistan’s three leading news channels.
Role on project: Chief Creative Officer