Posted on by Raihan Hadi
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Road to APPIES APAC 2022: Naming The Invisible Pakistanis – Gold winner at Effies APAC 2021
12 Oct
“Naming The Invisible Pakistanis” is a Gold winning campaign from this year’s Effies APAC Awards in the category for Positive Change Social Good – Brands (Services).
As far as brands can go to bring positive changes for social good, “Naming the invisible Pakistanis” hits all the right spots as it addresses a crucial issue involving 60 million children in Pakistan, who do not have a birth certificate.
The gold winning entry from Pakistan was created for Telenor Pakistan by Ogilvy Islamabad, with contributions from Caboose United Kingdom and GSMA London.
Campaign Synopsis
Sixty million children in Pakistan do not have one thing that many of us around the world take for granted – a birth certificate.
Without a birth certificate, children struggle to find medical care, schooling, and protection from illegal child labour and trafficking practices.
Changing this reality was an extensive challenge, but also an opportunity to reduce inequalities on a huge scale.
Telenor, Pakistan’s second largest mobile network teamed up with the Government of Pakistan, UNICEF, Ogilvy and other global partners to create an easy-to-use mobile application.
Community leaders are now able to access the app and help millions begin their path to obtaining a birth certificate, providing not just an official document, but hope.
APPIES Asia Pacific is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
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