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Communications Strategy & Media Execution |
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| UN Women | ||||
 On 1 January 2011, UN Women came to life. UN Women is the UN organization dedicated to gender equality and the empowerment of women. A global champion for women and girls, UN Women was established to accelerate progress on meeting their needs worldwide.Shazia Abbasi Consulting won the tender for the launch of UN Women in Pakistan through a competitive bidding and selection process where major communication companies of Pakistan also participated actively to win this prestigious account. UN Women was another complex campaign where SA Consulting was able to simultaneously achieve two objectives within one nationwide campaign i.e.: the launch of this new UN entity in Pakistan and the launch of its biennial Flagship Report Progress of the World’s Women: In Pursuit of Justice. |
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| Communications Strategy & Media Execution ( Report Launch In Pursuit of Justice ) | ||||
 SA Consulting effectively designed a targeted and specific Communication’s Strategy for UN Women which first branded the new entity’s name and logo with Pakistani stakeholder in the media, civil society, government circles etc. and then supplemented it by giving precise information on the new mandate of the entity, its history, its future and its mission to be the central agency coordinating and working on issues of the girl child and women world wide.A carefully planned print advertising campaign positioned the new entity with Pakistani policymakers; visually impactful and well crafted Television PSM’s (Public Service Messages) projected the corporate image of UN Women with the urban population, and informative Radio spots in Pakistan’s national language Urdu, took the crucial message of this Report on “Access to Justice“ to the masses in rural Pakistan transcending the cultural and gender barriers. These efforts were further augmented with a highly successful launch event of UN Women in Islamabad where the new agency was introduced to about 300 diverse stakeholders from civil society, media, policy makers etc. The first Woman Speaker of the National Assembly of Pakistan and of the Muslim World, Dr. FehmidaMirza was the Key Note speaker and she officially launched the very important Report of UN Women Progress of World’s Women: In Pursuit of Justice, a topic which was the central theme for this year’s report globally. The event was multilayered with first a formal speeches segment and then this was followed with a emotional segment of audio narrations of real life cases of gender based violence (acid burn attack on a young girl who was the first survivor to have navigated the justice chain and took her case all the way to the Supreme Court of Pakistan where she got justice to the extent of the law on the books as of now) as well as of a survivor of sexual harassment at the work place who narrated her struggle. These cases were heard in pin drop silence in a slightly dimmed room where the audience was actually moved not only intellectually but also emotionally. A relevant subject specific poem on acid burn survivors written by a nurse who looks after and heals both their physical and emotional wounds was read out to an audience which was visibly moved…moved to become agents of change. The last stage of the event was an interactive session where participants from Police, Medico/ legal, and the psychological communities came in to what was described as the “circle of life” where they were asked numerous questions in a talk show setting/format which proved to be highly engaging and enlightening, for the speakers, the audience and the numerous media outlets which were there to disseminate the message of lack of Access to Justice to thousands of viewers in urban and rural Pakistan. The launch ended on a positive and empowering note with the playing of the song “I AM WOMAN” which was chosen in 1973 by the UN to commemorate the women’s movement. In essence SA Consulting took very serious issues confronting women globally; designed a campaign to explain these issue locally and executed a multi dimensional media strategy convincingly, which was the classis example of Advocacy Advertising at its best. We followed our motto: “Communicate…Stimulate…Activate!” We are proud to have been associated with this very important and challenging project and look forward to every opportunity to use our skill sets to amplify social causes and articulate them effectively in the one universal language of media. |
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| UN Women | ||||
On 1 January 2011, UN Women came to life. UN Women is the UN organization dedicated to gender equality and the empowerment of women. A global champion for women and girls, UN Women was established to accelerate progress on meeting their needs worldwide. The 16 Days of Activism Against Gender Violence is an international campaign originating from the first Women’s Global Leadership Institute sponsored by the Center for Women’s Global Leadership in 1991. |
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| Communications Strategy & Media Execution (Million Names…Million Voices Signature Campaign) | ||||
Starting from 25th November International Day Against Violence Against Women round the world, UN Women in collaboration with EVAWG (Ending Violence Against Women and Girls)c an alliance of women’s organizations joined in the worldwide campaign by launching 16 Days of Activism all over  Pakistan to start collecting one million signatures of commitment to help end violence against women and girls. While this campaign was launched all over Pakistan, UN Women hosted an event at the Islamabad Convention Centre with the launch of a media campaign and a music video of a specially recorded song entitled “SochaKabhina...” sung by NoumanJavaid and KhawarJawad . The lyrics call out to men around the country to listen to the voices of women, engages them to reflect on the atrocities being committed against women and evokes their conscience on the issue of gender based violence in all forms, (physical, emotional and verbal). This song was aired on 11 channels reaching hundreds of thousands of people nationwide and more importantly, reaching this message to the younger generation who can bring about change for the future in their homes, in their communities and in their workplace.On November 25th. UN Women also had a specially branded coach, painted in purple which has come to be associated with gender/women’s issues. This purple bus started its journey from the convention centre and was driven by a female bus driver! It carried media and some public figures on a symbolic start of the journey to end violence against women and girls in Pakistan. Civil society and grassroots organisations around the country had been enlisted to start collecting the one million signatures that was the start of a massive awareness building exercise. People were asked to sign up to a series of actions to make an actual commitment towards stopping the violence. Pop buttons had been made for all signatories so that they may all sport these buttons throughout these 16 days until 10th December International Human Rights Day. The public activities around the nation comprised of young and old, men and women, students, workers of all levels in organisations in urban and rural areas and were covered by the media as they made their commitments on the cards by signing up to the campaign. These cards are to be collected centrally back in Islamabad and will be used to announce the first one million when completed. This is the first ever campaign on such a massive scale to create such a huge degree of awareness in Pakistan and it is hoped that it will pay off with changing mind sets and eventually seeing a decline in violence against women and girls in the country. SA Consulting has worked extensively to add value to this very important cause and prides itself in not only designing and executing a 360 degrees Communications Strategy to successfully commemorate the International 16 Days of Activism but is also very honored to collect more then 100,000 signatures for the commitment cards from their own organized activities throughout the length and breadth of Pakistan. This was Communications for a Cause.
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"Your dedication, energy and professionalism helped gain positive attention to the important work of the program and our partners were very grateful for your assistance.”
Sandra Houston
Resident Country Director NDI
"Thank you for all the great work and countless efforts in organizing the Launch of UN Women's biennial report, Progress of World's Women 2011-2012 and to introduce the new agency to a cross-section of stakeholders"
Alice H. Shackelford
Country Programme Director
Alice H. Shackelford
Country Programme Director
UN Women