EBM recognized that lack of education for girls is one of the major barriers to the growth of individuals and the nation, and wanted to encourage parents to send their daughters to school.

Previously, many brands and NGOs touched upon this topic, yet EBM believes that there is a lot more work to be done in this area. What was needed the most was to convey the message in a way that makes the most impact, captures the audience's attention, and efficiently delivers the message. For that, we had to to break through from clutter and deliver the message in a way that captures the audience's attention and seamlessly put the message across.

The insight had to be new; this couldn't be the same old conversation.

We knew there are plenty of reasons many parents don’t send their daughters to school in Pakistan, but regardless of which, at the heart of every parent is the same sentiment: they want the best for their child. We brought forward a human truth: nothing empowers people like education. It teaches them not only how to read and write but know things that can make their lives better.

Now, we had to prove it.

During Human Rights Month, Pakistan switched on their TV sets and tuned into the news only to be greeted by an unusual sight – two tiny schoolgirls, wearing their public school blue and white uniform, sitting in the broadcasters’ chair, and announcing the news.

The news segment ran on the top three news channels, as the girls spoke, then shared their literacy journeys and how it had enabled them to go from not being able to read three years ago, to reading the news to hundreds of millions of people today.

The news channel clippings end with the girls highlighting how some years ago, efforts were made for them because of which today they can not only read and write but also announce news. It is when the girl gets proper education, then a nation prospers.

Our strategy was to demonstrate the future possibilities that education opens for girls, by showcasing future career potential and proving the power of educating girls: When they can read, they can do anything.