Karachi — Bond Advertising has secured a Gold award at the Effie Awards 2026 in the “Positive Change: Social Good – Non-Profit” category for its impactful campaign “Awaaz Sab Ki” (Voices of Everyone), developed in collaboration with the National Commission for Human Rights Pakistan and the Legal Aid Society.
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The campaign focused on addressing the vulnerability of religious minority communities facing forced conversions and marriages in Pakistan. Built around a “Know Your Rights” framework, the initiative aimed to empower marginalized individuals with accessible legal awareness and support mechanisms.
Operating in a sensitive social environment, the campaign adopted an innovative, privacy-focused outreach strategy. By leveraging digital platforms and SMS-based communication, it bypassed traditional media limitations and ensured discreet access to information for those at risk. Educational content was developed in Urdu, Sindhi, and Punjabi to broaden accessibility and overcome literacy barriers.
The campaign achieved significant reach, generating approximately 9.8 million digital impressions and 3.6 million SMS interactions. A central element was a powerful advocacy film directed by Ayesha Gazdar, which highlighted the lived experiences and resilience of affected communities.
Beyond awareness, the initiative delivered measurable real-world impact by connecting vulnerable individuals to the Sindh Legal Advisory Call Center (SLACC) helpline, leading to the resolution of multiple legal cases.
Industry experts say the campaign stands out for translating research into a targeted communication strategy that not only raised awareness but also facilitated tangible legal support and behavioural change.
The recognition at the Effie Awards underscores the role of strategic communications in advancing social justice and protecting fundamental human rights in challenging environments.
