Following the imposition of burqas by the Talban government in Afghanistan, Havas Portugal and Amnesty International Portugal joined with a Portuguese fashion designer and Zarifa Ghafari, an Afghan human rights activist and former mayor, to create a look made of Afghan burqas which were abandoned by Afghan women at the airport when they left the country.

The initiative transformed a symbol of oppression into a symbol of freedom.

Zarifa was the first woman to wear the dress when she went to the European Parliament in November 2023. After that, many more women wore it. The campaign is not finished.  The dress will be worn until Afghan women find their freedom.

The campaign exceeded expectations, achieving coverage in international media and reaching more than 1.7 million people.  

Credits:
Client: Amnesty International Portugal
Agencies: Havas Portugal, Havas Play, H/ Advisors
Chief Creative Officer: Paulo Pinto
Creative Director: José Vieira
Copywriter: Daniel Jubilot
Art Director: Joana Peseiro Santos
Account Executive: André Palma, Sofia Carvalho
Post Production: Rafael Gomes
Havas Play: Ana Roma Torres
H/ Advisors: Sofia Duff Burnay, José Pedro Luís, Leonor Lourenço
Photographer: Sérgio Rosário

Production Company: Canal 180
Executive Producer: João Vasconcelos
Motion Graphics: João Parra
Camera: Joana Domingues, Joaquim Mora, Rafael Rodrigues, Nicole Noia