EBM and BBDO worked together to create a campaign and highlight the importance of education for girls. On World Human Rights Day, young schoolgirls who could not read just three years ago took over leading Pakistani news channels to broadcast the news to 220 million people. In a country where a large number of parents opt to not send their daughters to school, the newscaster schoolgirls emphasised that education is transformative to a nation, while convincing parents to educate girls in their families.
Women in Pakistan are overwhelmingly deprived of their basic right to education. The Global Gender Gap Report ranked the country 145 rank out of 156. UN Women has stated that 53.6 per cent of women
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