- UN Women launched a campaign called Child Wedding Cards designed by children to encourage lawmakers to pass legislation raising the minimum marriage age to 18.
- Pakistan ranks sixth globally for child marriages, with nearly 19 million child brides, and civil society groups are pushing for stricter laws and changing attitudes, despite resistance from Islamic courts and hardliners.
- The campaign successfully prompted a response from lawmakers and led to a landmark judgment by the Federal Islamic Court, stating that setting the minimum marriage age at 18 is compatible with Islamic principles.
Pakistan ranks 6th globally for the number of girls married before the age of 18. According to UNICEF, the country is home to nearly 19 million child brides, with approximately 4.6 million married before age 15 and 18.9 million before reaching 18.
Civil society groups across Pakistan are actively working to end child marriage, advocating for stricter laws and collaborating with communities, authorities, and religious organizations to shift attitudes.
However, a DAWN report highlighted that weak legislation is a significant factor contributing to the persistence of child marriages. Many initiatives face resistance from Islamic courts and hardline supporters.
UN Women X Impact BBDO Child Wedding Cards
To encourage lawmakers to pass legislation protecting children from child marriage, UN Women launched a direct mail campaign targeting leaders.
Members of Pakistan’s National Assembly received invitations to a fictional child’s wedding, complete with wedding cards designed by children. Dozens of girls, aged 5 to 15 and from diverse socio-economic backgrounds, contributed drawings and sketches, including one girl who was a child bride herself.
Six of these designs were selected to create wedding cards representing different regions of the country. These cards were then sent directly to Members of the National Assembly and other leaders and influencers. The campaign also included a short film explaining the concept and social media posts.
The Results?
The campaign successfully reached its target audience, prompting an almost immediate response from Members of Parliament. Lawmakers made public statements holding the wedding cards and urged their colleagues to join the fight against child marriages.
Over a dozen lawmakers have since supported the cause. During a session at the National Assembly of Pakistan, leaders held the Child Wedding Cards to advocate for raising the minimum marriage age to 18.
On March 7, departing from traditions, the Federal Islamic Court issued a landmark judgment stating that setting a minimum marriage age of 18 is not contrary to Islamic principles, thus paving the way for the state to implement this change.
Win at Cannes Lions
Child Wedding Cards was honored with the Health Grand Prix for Good at the Cannes Lions International Festival of Creativity on Monday. Moreover, it has been shortlisted for the prestigious Glass Lions award as well.
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