The One Show

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2019 One Show - Public Relations

The Bridal Uniform

Agency BBDO Pakistan / Lahore + Ali Xeeshan Theater Studio / Lahore

Client UN Women
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Annual ID

OS_PR19049M

About the Work

To raise awareness against rampant child marriages in Pakistan, we created a first-of-its-kind "Bridal Uniform" — one that highlighted the true cost of an early marriage for girls: education. Collaborating with the country's leading bridalwear designer, we designed a dress which merged a Pakistani schoolgirl's uniform with traditional embroidery patterns worn by Pakistani brides on their elaborate outfits. We then launched the dress as a surprise on the catwalk by hijacking the country's largest Bridalwear fashion show, with dozens of press outlets covering the event. The PR and resulting petition led to members of parliament taking notice (a senator credited the campaign by name) and the Pakistan Senate approving a bill to make the minimum marriageable age 18 by law.