2019 Winners & Shortlists

Describe any restrictions or regulations regarding Healthcare communications in your country/region (imposed by healthcare regulatory bodies, government, TV stations, etc.)

There are no restrictions in Pakistan on communications regarding acid attack awareness.

Describe the target audience

In order to raise general awareness of the horror of acid attacks, our target audience on radio was the adult public. We also targeted run times during prime time to target white collar workers to attract donations.

Write a short summary of what happens in the radio advert

A woman named Kanwal starts narrating in a melodic voice how people regarded her as beautiful through her life, and compared her face to various beautiful metaphors: angels, the moon, a princess. Until one day, when we learn that her husband does not like the fact that she got a job. And so he throws acid on her face, which melts it to a point that people then cruelly start telling her that she has "a face for radio.”

Cultural/Context information for the jury

Thousands of women and children are the victims of acid attacks in Pakistan. The aim of perpetrators is to disfigure rather than murder their victims, the reasoning behind this being the belief that a woman's face is her most valuable asset. Our brief was to raise awareness of the trauma and social stigma that a victim faces in order to build more empathy. A secondary goal was to make people aware of the Depilex brand.

Script: Provide the full radio advert script in English.

Woman’s voice: My name is Kanwal. When I was born, my father said I had the face of an angel. When I was 5 years old, my aunt said I had a face like the moon. In school, my teacher said I had the face of a princess. When I turned 18, my girlfriends said I had the face of a beauty queen. When I was married, my husband didn’t like the fact that I got a job. So he threw acid on my face. And then people said I have a face for radio. Announcer: Pakistan sees hundreds of such acid attacks every year. Please donate at www.depilexsmileagain.com So we can help victims face life again.