Lifebuoy Shampoo recently joined forces with the Ministry of School Education Punjab to empower young girls in their education. According to a recent study, there is only 7 percent of female representation in the Pakistani school curriculum. To rectify this, the hair care brand launched the 'Mein Choti Si Aik Ladki Hoon' (I Am a Little Girl) campaign and movement to inspire policy-makers to update the curriculum to include more female representation.
Lifebuoy Shampoo and GREY Pakistan joined forces to rewrite the iconic children's poem by Jameeludin Aali, which is told from a male perspective, to be more inclusive. In an effort to inspire young girls to also dream big, the Pakistani writer Zehra Nigah has rewritten the poem through a female lens.
The new poem has now become a part of the national curriculum at government-funded schools. A reading of the poem, sung by Zeb Bangash, will be launched on mass media including TVCs, print, social media platforms, and billboards.
Key Themes Behind This Trend
- Female Empowerment in Education
- Brands can innovate by collaborating with educational institutions to empower young girls and update curricula to include more female representation.
- Inclusive Advertising Campaigns
- Opportunities exist for companies to create more inclusive advertising by rewriting cultural content from diverse perspectives.
- Social Awareness Branding
- Brands can build awareness by creating impactful campaigns addressing social issues, such as the under-representation of females in education and society.
Where This Applies
- Education
- The education industry can work with brands to create collaborative campaigns and curricula that promote female representation and empowerment.
- Beauty and Hair Care
- Beauty and hair care companies have an opportunity to create empowering advertising campaigns and product branding that support underrepresented communities.
- Media and Advertising
- Media and advertising industries can support social awareness and inclusion by featuring impactful campaigns that empower marginalized communities.
