Lifebuoy Shampoo and the Ministry of School Education Punjab have partnered to make an impact on girl-child education.
In Pakistan, there is only 7% of female representation in the school curriculum. Lifebuoy Shampoo and Grey Pakistan are working with the Ministry of School Education Punjab to change that. The campaign, Mein Choti Si Aik Ladki Hoon (I am a little girl), has created a movement and inspired policymakers to revise the curriculum to a more balanced syllabus for the first time in Pakistan’s history.
To kick off the initiative, Lifebuoy Shampoo and GREY Pakistan revisited Jameeludin Aali’s well-known children’s poem, which is told from a male perspective. The original poem has been part of the school curriculum through the ages to encourage and motivate all children. Critically acclaimed Pakistani literary figure, Zehra Nigah, rewrote the poem through a female lens, aiming to inspire young girls to also dream big.
The newly updated poem has become a part of the national curriculum at government-funded schools. The roll-out to date has included more than 4000+ government schools along with 1000+ Zindagi Trust schools.
The campaign film shows everyday school life from the experience of a young girl, whose thoughts are summed up when she reads the original male-intentioned poem in front of the school. She is made fun of as everyone notices how the male gender roles are clearly defined in society while the poem is being read out by a girl. As the story-telling progresses, a patriarchal society’s prejudiced effect on the young girl and her mother become obvious. The young girl is visibly disheartened, prompting her mother to rewrite the poem. The girl is later seen as inspired, motivated and encouraged as she can now relate to the words she recites.
Full Poem Lyrics (sung by Zeb Bangash):
The campaign is running on TV, in social media platforms, print, and prominently placed billboards.
Credits:
Agency: Grey Pakistan
CEO: Sara Koraishy
National Creative Director: Yawar Iqbal
Creative Group Head: Mehr Hamid
Creative Director – Design: Saad Saif
Chief Communications & PR Officer AMEA: Huma Qureshi
Business Director: Nadir Zia
Senior Account Manager: Mushtaq Abdullah
Creative Group Head: Mehr Hamid
Creative Managers: Iman Abro & Gulrukh Rizvi
Social Media Managers: Laila Rizvi & Maheen Lodhi Social Media Manager
Gen Z Consultants: Ziyad Broker & Zeina Broker
Poem Lyrics Sung by: Zeb Bangash
Client: Unilever Pakistan (Lifebuoy Shampoo)
Director Beauty & Personal Care: Asima Haq
Marketing Manager Hair Care: Zaeem Azhar Khan
Brand Manager Lifebuoy shampoo: Faizan Zaheer
Assistant Brand Manager Lifebuoy Shampoo: Marium Khan
