#BeatMe: A String of Awards for UN Women Pakistan
Author: Faria Salman
Launched for 16 Days of Activism Against Gender Based Violence in November 2016 through social media, UN Women Pakistan’s #BeatMe campaign gives an unconventional twist for women’s rights and their equality.
In challenging stereotypes in a country grappling to end violence against women and in public and private spaces, the #BeatMe campaign, spearheaded by a one-minute video, aims to inspire women and reaffirm that they are stronger than they are made to believe. During the video, stereotypes are shattered as a series of “unbeatable” women - boxer, mountain climber, model, footballer, singer, chess player, journalist, runner, actress, farmer and CEO - who proudly defy violence and reasserts that women can be any of these things, and much more, excelling in their field equally if not more than men.
Thus far in 2017, UN Women Pakistan’s #BeatMe campaign has received 22 international and 2 national awards and recognitions:
Dubai Lynx Awards | 13 March 2017
The "#BeatMe" campaign won a Silver in Branded Content, a Bronze in Film Craft, and a Bronze in Promo/Activation. These are exceptional accolades at a show which determines the best from the Middle Eastern region. This is the first time a campaign from Pakistan, let alone a campaign on women’s rights and ending violence against them, has won an award for film craft at any major international advertising creativity show.
Pakistan Advertisers Society (PAS) Awards | 15 April 2017
The #BeatMe campaign picked up 2 best-in-category awards at the Pakistan Advertising Society Award show; one for Best in Digital, while the other is for Best in CSR and Public Service.
MENA Cristal Festival | 11 May 2017
This festival celebrates the best of advertising in the Middle East, Pakistan and North Africa regions - the UN Women "BeatMe" campaign picked up 15 trophies: of which are 2 Golds, 8 Silvers and 5 Bronzes. What's especially amazing is that UN Women was the only non-profit brand in the MENA region to win an Effectiveness Award at the festival.
Asia Pacific Tambuli Awards | 6 June 2017
Three trophies, of which 1 Gold and 3 Silver, were awarded for UN Women and BBDO Pakistan at the Asia Pacific Tambuli awards, which recognize effective work done for good causes. The #BeatMe campaign also was awarded as Best of Country, while UN Women were named finalists as Advertiser of the Year.
Additionally, #BeatMe made it to the 64th Cannes Lions International Festival of Creativity, by being shortlisted on two categories; one in media and the other one in PR, a note worthy recognition of UN Women Pakistan’s campaign.
PSA Video Gallery
For more information contact:
Strategic Management and Partnerships Officer &
Head of Communications for UN Women Pakistan