2019 Winners & Shortlists

Cultural/Context information for the jury.

Almost one in three married Pakistani women have suffered physical violence from their husbands. Such violence is not only widespread, it is also normalized. National laws exist to protect women, but the real issue is that Pakistani men are not aware of these laws, and thus indulge in domestic violence anyways due to zero knowledge of consequences. Indeed, some men believe that they have a right to beat their wives. Above-the-line campaigns against domestic violence never seem to reach most of the intended audience, and so don't work as well. The brief was to find a low-budget idea that would connect directly with men, and deliver the message one-on-one. The objective of the campaign was primarily to raise awareness of the fact that domestic violence has grave consequences, and to create not only a sense of fear of the law, but also empathy towards women.