- EBM’s Schoolgirl Newscasters Campaign by BBDO made history by winning the first-ever Glass Gold Lion award for Pakistan at the Cannes Lions International Festival of Creativity 2023.
- The campaign, aimed at promoting girls’ education and empowerment, received recognition for addressing gender inequality through conscious representation in advertising.
- This achievement not only signifies a major milestone for Pakistan’s advertising industry but also highlights the power of creativity to drive positive social change, inspiring other brands and agencies to embrace purpose-driven campaigns.
EBM’s Schoolgirl Newscasters Campaign has achieved a historic milestone for Pakistan by winning its first-ever Glass Gold Lion award at the Cannes Lions International Festival of Creativity 2023. The campaign, which aimed to promote girls’ education and empowerment, captivated the international advertising community with its innovative approach and inspirational message.
Pakistan’s First Ever Glass Gold Lion at Cannes 2023
The Glass Gold Lion at Cannes is a coveted award that is awarded in recognition for work that specifically addresses gender inequality through conscious representation of gender in advertising. The entries for the Glass Lion are needed to demonstrate ideas that are intended to change the world, the campaigns are meant to show how the work done by the brand tackles, highlights or equalises issues of gender representation in the society.
In the category for Glass: The Lion for Change which honours culture-shifting creativity, 184 entries were received out of which 7 Lions were awarded: 1 Gold, 2 Silver, 3 Bronze and a GrandPrix. Ad agency, BBDO received the Glass Lion for EBM’s Schoolgirls newscaster campaign, making it the first ever award for Pakistan in this category.
This historic win at Cannes signifies a major milestone for Pakistan’s advertising industry and reinforces the potential of campaigns that address important social issues. It not only celebrates the power of creativity to drive positive social change but also encourages other brands and agencies to embrace meaningful storytelling and purpose-driven campaigns that can make a real difference in people’s lives.
More on EBM’s Campaign That Has Created Waves on Social Media
The ground-breaking campaign, EBM’s Schoolgirl Newscasters was based on highlighting the lack of women education in Pakistan. According to research reports, women are denied the basic right to education in the country. The global Gender Gap Report ranks Pakistan at 145 out of 156. The UN Women have stated that 53.6% of women in Pakistan have limited to no access to education.
Due to social, economic, and cultural factors that hinder girls’ education, NGOs and companies like EBM have worked tirelessly for women’s empowerment through education. A special campaign called the Schoolgirls Newscasters Campaign was designed and launched where BBDO turned news into breaking news with a special news broadcast that showed the transformative power of education.
Two young schoolgirls, now confident in their literacy skills, took center stage as news anchors on Pakistan’s top news channels. Clad in their school uniforms, they eloquently shared their personal journeys and highlighted the vital role education plays in shaping them as future caretakers. The broadcast coincided with Human Rights Month, emphasizing the fundamental right of Pakistani girls to receive education. The segment, known as ‘School Girl Newscasters,’ reached an impressive audience of over 150 million, leaving a lasting impact and recall. This campaign led to an increase of female students in Pakistani schools to 57%.
Multiple Prestigious Awards Won by EBM’s Schoolgirl Newscasters Campaign
The trailblazer campaign that advocated the education of the girl-child in Pakistan has won multiple awards for the campaign apart from the coveted Gold Glass Lion for Change at Cannes 2023.
In May, BBDO Pakistan and IMPACT BBDO’s collaborative campaign for EBM, Schoolgirl Newscasters, made big waves at the UK Caples Advertising Awards 2023, bagging 2 Silver and 2 bronze awards. The campaign was also shortlisted for the D&AD awards – one of the toughest design awards to win that celebrate brilliance in creativity and design.
Watch the Campaign Video here:
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