The One Show

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

2023 One Show - Public Relations

Schoolgirl Newscasters

Agency Impact BBDO / Dubai + m6 & Partners / Karachi + MassiveMusic / Dubai + Shiny Toy Guns / London

Client EBM


Traditional Media Relations

Annual ID


About the Work

Women in Pakistan are overwhelmingly deprived of their basic right to education. The Global Gender Gap Report placed the country at 145th rank out of 156. UN Women has stated that 53.6% of women had limited access to education, training, and employment in Pakistan. There’s a widely held believe that education is useless for women. Due to social economic and cultural reasons parents keep girls out of school, preferring to have them do housework, or worse – get them married off early. However, NGOs and companies like EMB have been working tirelessly to promote women’s education. Their efforts resulted in more girls going to school and raised the literacy rate up 4 points. We wanted to celebrate this achievement and demonstrate how empowering girls with education can brighten their future and uplift the nation. We also hoped to inspire more parents to send their girls to school. So we turned news into breaking news, with a special new broadcast. Two school-going girls, who could not even read three years back, took over as newscasters for the evening, reading the news to millions of people on Pakistan’s three leading news channels. The girls, wearing their school uniforms, confidently shared their literacy journeys and how it had enabled them to read the news to millions of people in impeccable Urdu and English. They also highlighted the role of education in making them better caretakers of future generations. This broadcast was aired during Human Rights Month, to emphasize Pakistani girls’ right to education. The School girls newscasters is a very special news segment that was broadcasted on the top 3 news channels in Pakistan. The campaign had an impression count of more than 150 million. EBM itself has now introduced a policy of only working with schools that have an equal representation of male and female students. Their efforts have led to numbers in 160+ schools in Pakistan that have now seen girls' enrollment lift to 57%.

2023 Awards

Total Points: 3




Impact BBDO / Dubai

Production Company

Shiny Toy Guns / London

Music / Sound Production Company

MassiveMusic / Dubai

Media Distribution Company

m6 & Partners / Karachi

Related Awards





Follow Us