Schoolgirl Newscasters.
Two schoolgirls who couldn't read three years earlier read the evening news on Pakistan's leading channels, for EBM's campaign to get more parents to send their daughters to school.
- العلامة التجارية
- EBM
- الوكالة
- Impact BBDO
- السوق
- باكستان
- المنطقة
- عالمي
- السنة
- 2022
التحدي
'Parents pull girls out of school early, with only 34.2% making it to high school, mostly due to a widely held belief that education is useless for women' (D&AD entry; the statistic is the entrant's). English Biscuit Manufacturers (EBM), the Pakistani maker of Peek Freans, wanted to change that mindset.
الفكرة
Impact BBDO created a special broadcast: 'Two school girls, who were illiterate as little as three years ago, took over as newscasters for the evening, reading news to millions of people on Pakistan’s three leading news channels' (D&AD). It ran in December 2022, tied to World Human Rights Day, and each bulletin ended with the girls' own message: 'We can read this news today because three years ago, someone pledged to send us to school for education.' According to the case film, the conversation then spread across social and digital channels.
النتائج
- 180 million impressions, according to Impact BBDO's Cresta entry
- Girls' enrolment rose to 57% in more than 160 schools, by the entry's figures (no baseline given)
مصدر دراسة الحالة: D&AD المصدر ↖
الجوائز
- Cannes Lions 2023Glass: The Lion for Change – A01 GLASSذهبية
- Cresta Awards 2023The Media Magic Awardذهبية
- Clio Awards 2023Clio Awards / Film / 61 Seconds to Five Minutesفضية
- D&AD 2023: Wood Pencil, Impact / Local Solution
- LIA 2023: three Golds (Ambient & Activation; Branded Content & Entertainment; TV/Cinema)
فريق العمل
- Design
- Impact BBDO Beirut
- الإنتاج
- Shiny Toy Guns
- المخرجون
- Babar Shaikh and Asma Humayun
