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
Hassaan Aftab, Head of Design

We wanted to raise awareness of impending need for 50% more teachers in Pakistan to reach the goal of universal primary education. 70% of teachers in Pakistan are female and women's education stands at a staggering 48%. More than 40% of the targeted audience was reached via YouTube and 54% through TV; ignited social media conversations and a PR value of PKR 9.75 million.¦We wanted to raise the volume on the impending need for 50% more teachers in Pakistan to reach the goal of universal primary education. 70% of teachers in Pakistan are female and women's education stands at a staggering 48%. We aimed to raise awareness of the role of teachers in shaping the future and foster a mindset that encourages women's education. More than 40% of the targeted audience was reached via YouTube and 54% through TV; ignited social media conversations and a PR value of PKR 9.75 million.