The Leading Food FMCG from Pakistan, EBM (English Biscuit Manufacturers) has made history by winning the coveted Cannes Glass Gold Award for its breakthrough social campaign, Schoolgirl Newscasters.
Cannes Lions Glass: the Lion for Change recognizes work that highlights issues of gender representation to champion social change. The campaign is part of EBM’s larger sustainability agenda which focuses on two of the seven United Nations Sustainable Development Goals (UN SDGs) EBM is committed to, including promoting Quality Education, Goal 4 and Gender Equality for all, Goal 5.
The breakthrough creative and media campaign featured young schoolgirls who took over as newscasters, making headlines on Pakistan’s key news channels to emphasize the importance of equitable quality education and gender equality for girls on International Human Rights Day.
This innovative campaign approach is part of the larger social awareness campaign taken on by EBM as a champion for social good. EBM has been supporting multiple grass root education initiatives for over 2 decades, including the construction of two school campuses in Swabi.
In addition, EBM also supports GCT’s network of schools both in Karachi and rural Sindh at 160+ remote locations and has contributed towards the adoption of The Citizen Foundation (TCF) schools and the Adult Literacy Programme.
