English Biscuit Manufacturers (PVT) LTD

Attiyah Khan, Head of Corporate Communications, Sustainability and PR

BBDO Pakistan *Lead Agency

Ali Rez, Chief Creative Officer
Atiya Zaidi, CEO
Sarah Nadeem, Account Manager
Maria Shamsi, Creative Director
Nisha Fatima, Art Director
Amar Ali, Creative Manager

Pakistan’s education system faces a 13% gender disparity as parents remove girls from school with only 34.2% reaching high school as there’s a widely held belief that education is useless for women. EBM imparted an impactful approach to promote women's education by featuring schoolgirls in uniforms as news anchors on national TV, demonstrating the future possibilities that education opens for girls. The "School Girls Newscasters" segment aired on the top three Pakistani news channels, garnering over 150 million impressions, leading to a 57% increase in girls' enrollment across 160+ schools.