Almost 90% of Pakistani women suffer from some sort of abuse, most of which is justified by Pakistani men, who believe that women are weak. A bill recently proposed that men be allowed to “beat lightly” a woman. Compounding the issue, more than 42% of Pakistani women believe that they are weak*.

Despite these hardships, Pakistani women have achieved great things.

The brief was to create awareness about violence against women and to empower women to feel stronger while emphasizing to men that women are not the weak creatures they are perceived to be.

The campaign launched with a film featuring incredible Pakistani women challenging men and building the first domestic violence campaign in the world that invited men to beat women.

But at things they were good at.

For the first time, an anti-domestic violence film urges men to beat women. But at things they are good at.

What starts in our film looking like a submissive retreat turns out to be an emphatic challenge aimed at Pakistani men and their beliefs: contrary to the men's perception, women are not weak, and they have achieved great things.

We showcase each powerful woman with the script not only building on her strength, but relating it to a different form of abuse. A singer challenges verbal abuse, saying “Beat with me your voice”, the female football team captain challenges physical abuse saying “Beat me with your feet”.

The film features a child chess champion, a boxing champion from one of the most violent neighborhoods in Karachi, a Pakistani climber who has conquered Everest, the fastest woman in South Asia, and ultimately ending with the UN ambassador proclaiming "I'm unbeatable."

The film we launched with featured powerful Pakistani women challenging men to beat them at things they were good at. One of these women is the fastest woman in South Asia: Naseem Hameed, who won a gold medal with a record time at the South Asia games.

We decided to not only plan an activation around her feat, setting up a makeshift race track in a local park where we challenged men to beat her time (everybody failed), but also devised a very clever and innovative media channel to connect directly with the target.

We collaborated with a local shoe store and hid our message in running-shoe boxes. When opening the box, our target saw the message clearly: Naseem Hameed challenging men to beat her using the shoes. This was especially powerful and ironic as, sadly, men in Pakistan often assault their wives with shoes.