M&C Saatchi World Services for FCDO was honoured with the prestigious Gold Effie Award in the non-profit category.
The ground-breaking advertisement “Let’s Talk – Addressing Pakistan’s Brown Bag Syndrome” by M&C Saatchi World Services for FCDO was honoured with the prestigious Gold Effie Award in the non-profit category.
The campaign was started under KhairKhwah, a platform to increase access to family planning services for Pakistan’s most vulnerable citizens and spread messages for the greater good. It is a part of the Delivering Accelerated Family Planning in Pakistan (DAFPAK) social behaviour communication change component.
The Effie Awards, a symbol of advertising effectiveness that is recognised throughout the world, honour outstanding campaigns that each year show exceptional results and innovation. The Pakistan Advertisers Society (PAS) hosted the fifth Pakistan Effie Awards at the Expo Center in Karachi on June 3, 2023.
The campaign aimed to raise awareness of the critical problem of Pakistan’s population growth and to start important discussions about it. The campaign aimed to challenge social norms and spark productive discussion about family planning and its implications for the future of the country by drawing conclusions from in-depth research.
Imran Irshad, CEO of M&C Saatchi World Services Pakistan, said, “This achievement is a testament to the collaborative efforts of our talented teams at M&C Saatchi World Services Pakistan and London and the client’s unwavering commitment to making a positive impact on society. We are steadfast in our pursuit of future success and continue to bring about significant change through effective communication as we proudly accept our first Effie Award.
In order to effectively engage the target audience, the Brown Bag campaign used a variety of touchpoints, including traditional media, digital platforms, and in-person activations. The campaign has received well-deserved attention and praise both inside and outside the advertising industry for its provocative approach and quantifiable impact.
Delivering Accelerated Family Planning in Pakistan (DAFPAK) is a four-year project that aims to strengthen accountability through increased transparency and rigorous monitoring, increase the availability of family planning services and products in rural areas, and create an environment that allows women, girls, and men to make healthy reproductive choices.