AGENCY
Alina Anas, concept, script, direction, voice over
Sabiha Jafri, Urdu translation
Syed Sheraz Ali, Senior Graphic Designer
M&C SAATCHI World Services
Anas Mohiuddin, Business Director - M&C Saatchi
Chamak Patti Films
Faraz Haider, Producer
Ahmed -, Editor
Hassan -, Animator
SUMMARY
The Government of Sindh launched a groundbreaking campaign addressing child abuse amid rising cases in Pakistan. Championing "Mein Masoom Hoon" ("I am innocent") as its ethos, this initiative, televised extensively across 41 channels, broke the norm of celebratory advertising on World Children's Day. This unconventional approach stood apart, highlighting a crucial issue rather than conformity. With no prior benchmarks, this effort aimed to drive mass awareness, signaling a departure from typical marketing endeavors. Its impact was marked by increased helpline engagement, sparking crucial societal conversations on an otherwise silenced topic
