2019 Winners & Shortlists

STOP DOWRYMONGERING

Short List
Client/BrandUN WOMEN
Product/ServiceANTI FORCED DOWRY
EntrantBBDO PAKISTAN Lahore, PAKISTAN
Type of EntryPosters
CategoryCharities & Non-profit
Idea Creation BBDO PAKISTAN Lahore, PAKISTAN
Idea Creation 2 IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Media Placement BBDO PAKISTAN Lahore, PAKISTAN
PR MINT PR Lahore, PAKISTAN
Production THE VIDEOGRAPHERS Lahore, PAKISTAN

Cultural/Context information for the jury.

In the Indian subcontinent, forced dowry is a practice in which the groom's family coerces the bride's family to pay the groom in material goods. Failure to match this expectation frequently results thousands of brides being victimised through domestic violence and in many cases, even leading to death through murder or suicide. To call dowry-demanding men out, we decided to hit them where it would hurt most: their male ego and sense of self-respect. We coined a new word for the act of demanding dowry, "Jahezkhori"; which compares in English to an abusive phrase such as "Dowrymongering." We then used one of the most recognised symbols of marriages in the country to disseminate the message: hands decorated with henna. We designed a special typographic treatment embedded in a pattern commonly used by henna artists, which through a highly integrated campaign became the rallying cry for our message: "Stop Dowrymongering.”

Credits

Name Company Position
Ali Rez BBDO Pakistan / Impact BBDO Executive Creative Director
Hira Mohibullah BBDO Pakistan Creative Director
Ahmed Mustafa BBDO Pakistan Associate Creative Director
Assam Khalid BBDO Pakistan Strategic Planning Director
Aamna Rahim BBDO Pakistan Associate Creative Director
Moiz Khan BBDO Pakistan Associate Creative Director
Assam Khalid BBDO Pakistan Creative Director
Ali Rez BBDO Pakistan Creative Director
Haroon Rashid BBDO Pakistan Art Director
Haseeb Akram BBDO Pakistan Art Director
Tazeen Asaad BBDO Pakistan Account Director
Fatima Ansari BBDO Pakistan Writer
Ahmed Zafar BBDO Pakistan Designer
Maida Azmat Mint PR Public Relations
Ahmed Mustafa BBDO Pakistan Associate Creative Director