The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

Learn more about The One Show 2026

About

See the Jury

Jury Presidents

View Categories

Get Tickets

2019 One Show - Public Relations

The Bridal Uniform

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

Client UN Women
BACK TO RESULTS

You have exceeded your allotted number of views.

For full access to our extensive awards archive

Members Login Here

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.