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UN Women
Stop Jahezkhori / Stop Dowrymongering

RAN IN: Pakistan

CLIENT
UN Women


AGENCY
BBDO Pakistan *Lead Agency

Ali Rez, Regional Executive Creative Director
Hira Mohibullah, Creative Director
Huma Mobin, Writer
Moiz Khan, Associate Creative Director
Assam Khalid, Creative Director / Strategic Planning Director
Ahmed Mustafa, Associate Creative Director
Fatima Ansari, Writer
Ahmed Mustafa, Writer
Aamna Rahim, Associate Creative Director
Haroon Rashid, Art Director
Haseeb Akram, Art Director
Ahmed Zafar, Designer
Alize Munir, Social Media Manager
Tazeen Asaad, Account Director


Mint PR

Maida Azmat, PR coordinator


SUMMARY

To fight against the evil custom of forced dowry, we started a movement by first coining a new phrase which compared dowry demands to haraam activity. We then hijacked a morning show in which a celebrity's "bride" was revealed to be material goods. This launched our campaign symbol as a henna stamp, which thousands of women - and men - wore as a symbol against dowry during the wedding season.

CASE VIDEO


Hero Medium: GUERILLA

Medium Featured On Video: BRANDED CONTENT,DIRECT,EVENTS,GUERILLA,INTERACTIVE/ONLINE,OOH,PR,PRINT,SOCIAL MEDIA,TV,USER GENERATED

Audience: Families

Objectives: Government and social aims

Type: Business to Consumer

Language: English