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Seen and noted
GharPar / Indus Hospital: Waxing Lady Tutorials New initiative by GharPar and Indus Hospital finds a smart way to overcome Pakistan's social taboos and teach women how to self-check for Breast Cancer. Pakistan has found an unusual ally in its fight against breast cancer - the waxing lady. In the conservative nation, millions of women hesitate to discuss breast cancer, or agree to get checked, even around their doctors or husbands, and as a result have no idea of how to self-check. There is, however, one person with whom they have a very intimate connection and are especially open with when it comes to their bodies - their waxing lady. So, GharPar, Pakistan's leading mobile app for at-home beauty services, in collaboration with Indus Hospital, recently trained their waxing ladies staff to offer customers breast self-exam tutorials. GharPar's new initiative, launched on World Cancer Day, smartly navigates around social taboos that prevent open discussions of Breast Cancer, not only spreading much-needed awareness about the topic, but finding a way to teach women how to self-examine. Breast cancer is the most commonly diagnosed cancer globally, and Pakistan has the highest number of incidents in Asia. According to the World Health Organization (WHO), nearly 26,000 women in Pakistan were diagnosed with breast cancer, and over 13,500 women died of the disease in 2020. VIEW THE SPOT Lifebuoy Shampoo: I Am A Little Girl Lifebuoy Shampoo and the Ministry of School Education Punjab have partnered and made a real impact on girl-child education, empowering them to fulfil their potential through inclusive school experiences and opportunities. There is only 7% of female representation in the school curriculum. Lifebuoy Shampoo's groundbreaking campaign 'Mein Choti Si Aik Ladki Hoon' (I am a little girl) has created a movement and inspired policy-makers to revise the curriculum to a more balanced syllabi -for the first time in Pakistan's history. To kick off the initiative, Lifebuoy Shampoo and GREY Pakistan revisited Jameeludin Aali's iconic children's poem, which is told from a male perspective. VIEW THE SPOT Dettol: The Social Distancing Prayer Mat To help keep Muslims praying in mosques safe from the spread of coronavirus, Impact BBDO and BBDO Pakistan have collaborated to introduce an innovative modification in the ubiquitous personal prayer mat to encourage social distancing. Traditional prayer mats or the jaanemaz are about 70cm wide, and used in mosques where Muslims pray next to each other with their shoulders practically touching. To build social distancing, this newly designed prayer mat is a 180cm wide with a message imprinted amongst its motif that reminds worshippers to maintain a safe distance. VIEW OUTDOOR Berger Paints: Truck Art Childfinder As part of a campaign for Berger Paints, BBDO Pakistan/Impact BBDO have collaborated with artist/activist Samar Minallah Khan and Roshni Helpline to find an ingenious use for a local form of art called 'Truck Art', in which transport and goods trucks traveling across the country are customarily painted and decorated with elaborate floral patterns, animals, icons, portraits and calligraphy. VIEW OUTDOOR International Human Rights Day: The Clap On International Human Rights Day, BBDO and Proximity Pakistan collaborated with Asia Pacific Transgender Network to bring a crucial issue to the forefront with the launch of a campaign called #ChangeTheClap to raise awareness about the hardships faced by transgender people in Pakistan, help fight transphobia and advocate equal opportunities for them. VIEW THE SPOT VIEW THE AD  Jazz, the leading telco in Pakistan, launches their fast 4G network via IAL Saatchi & Saatchi.VIEW THE SPOT  UN Women Pakistan's new #BeatMe' campaign brings an unconventional twist to advocacy on women's rights. In a compelling paradox, the campaign from Impact BBDO , Lahore showcases a woman inviting a man to beat her but at things she is good at. The campaign aims to inspire women to reaffirm that they are stronger than they are made to believe, and aims to shatter the perception that a woman is weak, taking her from someone who is 'beatable'to being 'unbeatable'.VIEW THE SPOT  Watch Amir Khan make Lahore his next training ground in this Pepsi spot via BBDO and Proximity Pakistan.VIEW THE SPOT MoltyFoam: The World's First Billbed There are an estimated half a million homeless people in every main city in Pakistan. Most are labourers who work hard during the day and have nowhere to sleep at night. Nowhere but the pavements. With Pakistan's leading mattress brand MoltyFoam's promise of a good night's sleep, we saw an opportunity to help and provided a solution to people sleeping outdoors.by using outdoor. We designed the world's first BillBed. A billboard designed from the product itself. By day the BillBeds advertised the brand, and by night with a simple flick they transformed into comfortable beds. Agency: BBDO , PakistanVIEW OUTDOOR  The concept's premise poses a question to the blinding ignorance people have when it comes to educating children and the disturbing prejudices attached to it. We do not choose to think beyond our own who are near and dear to us thus, tending to turn a blind eye towards society's children, leaving them devoid of education.JWT Karachi took the idea of being blindfolded straight from the four walls of a home right into the streets, transforming the blindfold from being merely a metaphor to becoming an actual part of the fabric of society. VIEW THE SPOT An elephant in zebra's clothing |
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An anti smoking ad from Magnus, Pakistan 
Self promotion ad from Y&R Pakistan