The Bridal Uniform.
The showstopper at a Pakistani bridal fashion week was a young girl in a school uniform embroidered like a wedding dress, a protest against child marriage.
- Brand
- UN Women
- Agency
- BBDO Pakistan
- Market
- Pakistan
- Region
- Global
- Year
- 2017
The challenge
About 21% of girls in Pakistan marry before 18, the Effie case says, and education is one of the strongest protections against it. UN Women wanted influencers and lawmakers who rarely engaged with the issue to start talking about it.
The idea
BBDO Pakistan and designer Ali Xeeshan merged traditional bridal embroidery with a schoolgirl's uniform. A young girl wore it down the runway as the finale of HUM Bridal Couture Week 2017 in Lahore, where bridal outfits get huge attention. An online petition then asked lawmakers to change the law, and part of Ali Xeeshan's collection proceeds went to women's organisations.
Results
- The stunt became national and international news and reopened debate in Pakistan's National Assembly, according to UN Women's former country representative quoted by Effie.
- UN Women then helped draft new legislation on the minimum marriage age, the Effie article says.
Case study source: Effie Source ↗
Awards
- Cannes Lions 2019Design LionsBronze
- Cannes Lions 2018PR LionsBronze
- Cannes Lions 2018Media LionsBronze
- Effie Awards Pakistan 2019 Grand Effie
- APAC Effie Awards 2019 Silver (Positive Change: Social Good – Non-Profit)
Credits
- Creative agency
- BBDO Pakistan
- Bridal designer (Ali Xeeshan)
- Ali Xeeshan
- Regional Executive Creative Director, Middle East and Pakistan, BBDO Pakistan
- Ali Rez
