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UN Women - "Child Wedding Card"

Impact BBDO Beirut, Lebanon

Awards

249

Brand: UN Women
Country: Pakistan

Advertiser: UN Women (United Nations Programme for Gender Equality and the Empowerment of Women)

Title	Child Wedding Card
Agency	Impact BBDO
Campaign	Child Wedding Card
Advertiser	UN Women (United Nations Programme for Gender Equality and the Empowerment of Women)
Brand	UN Women
Date of First Broadcast/Publication	2024 / 6
Media Type	Case Study
Length	45 seconds
AI Description	The advertising video by UN Women titled 'Child Wedding Card' focuses on raising awareness about child marriage in Pakistan. It features children cutting and drawing on colorful paper, creating wedding invitation cards that depict the issue of child brides. The ad reveals alarming statistics, stating that 21% of Pakistani brides are under the age of 18, with some girls becoming brides as young as five. The creative execution involves sending these child-drawn wedding cards directly to lawmakers and leaders to advocate for raising the minimum marriageable age to 18. The visuals are complemented by a repetitive audio caption, "I'm not sure if I can do it," adding to the emotional weight and urgency. The campaign seeks to stir legal actions to protect children from early marriage within the cultural context of Pakistan.