LAHORE, PAKISTAN — At the recently held Effie Pakistan event, BBDO Pakistan won their fourth Grand Effie in four years, a feat unmatched by any agency in Asia. The Grand Effie, only one of which is given every year to the campaign that demonstrates the most effective use of creativity and strategy, was awarded to “The Veil of Care,” a campaign to raise awareness of breast cancer self-checks in Pakistan. The clients on the campaign are GENERATION, a leading fashion brand; and Greenstar, an NGO.
The work also won an additional Gold Effie for Media Innovation and two Silver Effies. The Veil Of Care aims to navigate around the taboo of discussing breast cancer in conservative Pakistan and provides a solution by printing self-check instructions on the very symbol of modesty for a Pakistani woman: the dupatta, or veil, a fabric which she wears across her chest to protect it.
The agency has dedicated the award to Pakistani screenwriter and poet Asma Nabeel, who worked towards awareness of this disease in the country, and sadly passed away last year. BBDO Pakistan had collaborated on the campaign with Ms.Nabeel, along with fashion design icon Ali Xeeshan.
Qamar Abbas, Director of Pakistan Effies, said: “I’ve been involved in organizing effectiveness awards for such a long time, and rarely have seen an agency performing so consistently for their clients the way BBDO Pakistan has. The biggest proof is their winning Effie Pakistan Grand Prix for the fourth time, straight in a row…. Congrats to the entire team, and here’s to many more!”
The PR for the campaign was managed by Walnut Communications, while production was handled by Visual Prophecy and Umer Adil.