Bond Advertising has secured an Award in the Non-Profit / Social Good category at the esteemed Effie Awards 2025 for its groundbreaking #DadiKnowsBest campaign created for Population Services International (PSI) Pakistan.
The campaign courageously tackled the societal stigma surrounding family planning by featuring the beloved grandmother figure, portrayed by renowned actress Shameem Hilaly. By bringing the trusted voice of a Dadi to the forefront, the campaign helped normalize conversations about contraception, empowered women to make informed decisions, and encouraged more active male participation in reproductive health dialogues.
Utilizing compelling digital storytelling, influencer partnerships, and the Viya WhatsApp chatbot offering family planning information, the campaign successfully initiated intergenerational conversations around a traditionally taboo topic. It skillfully balanced bold messaging with cultural sensitivity, avoiding controversy while driving meaningful change.
Through dismantling generational barriers and reshaping social norms, Bond Advertising and PSI made significant strides toward improving reproductive health outcomes across Pakistan.
About Bond Advertising:
Bond Advertising is a top creative agency known for its culturally resonant and socially impactful campaigns. Dedicated to driving positive change, Bond continues to innovate and lead with award-winning communication strategies.
