By Ali Asghar, Senior Communication Manager, SA-MENA and Sarah Peck, Development Communications Advisor
“Please join us in this grand celebration of love, where two hearts unite in the beautiful bond of matrimony,” the invitation reads. “You are warmly invited to the joyous wedding of Miss Shazia Khan, age 13, and Mr. Asad Mahmood, age 56.”
In Pathfinder’s campaign against child marriage, this invitation is at the heart of changing minds: a simple invitation, working to break through cultural norms and ingrained beliefs. By using a provocative wedding invitation depicting a young girl being married to an older man, the campaign effectively challenged societal norms and highlighted the tragic consequences of child marriage.
Wedding invitations in English, Sindhi and Urdu ran in numerous media outlets, inviting readers to a child marriage.
A crisis in numbers
Pakistan has the sixth-highest number of girls married before the age of 18 globally, according to UNICEF.1 One in six girls in the country is wedded as children, approximately 4.6 million girls in Pakistan are married before the age of 15, and 18.9 million before they reach 18. While less prevalent, the practice also affects boys, with 4.7% married before adulthood.
Child brides face a heightened risk of domestic violence, are less likely to continue their education, and experience worse health outcomes. Early pregnancies lead to complications during childbirth and isolate young mothers from crucial support networks, exacerbating mental health challenges.
The economic consequences are equally devastating. In 2020 alone, Pakistan’s economy lost an estimated $0.8 billion (0.42% of its total GDP) due to child marriage. Child marriage means that girls often remain dependent on their spouses and extended families, rather than contributing to the economy. More than that, when girls marry early, they are less likely to complete their education, which reduces their chances of securing jobs.2
The campaign
Pathfinder International, in partnership with BPG, a Dubai-based advertising agency, launched the “End Early Child Marriage” campaign to elevate awareness across Pakistan, in newspapers, podcasts, TV, and radio talk shows. The central approach: a wedding invitation to the marriage of a 13-year old, sparking conversations and challenging the status quo.
At the bottom, in clear letters:
THIS IS NOT AN ACTUAL EVENT, BUT A METAPHORICAL STAND AGAINST THE INJUSTICE OF CHILD MARRIAGE. CHILD MARRIAGE IS SYNONYMOUS WITH THE PREMATURE ENDING OF A CHILD’S FUTURE.
The campaign was strategically disseminated across multiple channels to maximize its reach:
Newspapers
The wedding invitation advertisement appeared in leading English (The Express Tribune), Urdu (Express Daily), and Sindhi (Express Sindh) newspapers, reaching diverse demographics across Pakistan. The Express Tribune, with an estimated circulation of 25,000-30,000, targeted the educated urban population, while the Daily Express (Urdu), with a circulation of 350,000-400,000, reached a broader audience.
The invitation appeared in numerous newspapers, targeting a broad audience.
Radio
Key messages were integrated into radio talk shows and music programs on popular stations like CityFM89 (targeting English-speaking urban professionals) and FM100 Karachi (reaching an estimated 1.5-2 million listeners).
Television
Express News TV highlighted the campaign in news segments and morning shows, reaching an estimated 10 million viewers across urban and rural areas.
Podcast
A podcast on the Express Tribune’s YouTube page garnered over 100,000 views, further expanding the campaign’s online presence.
Recording a podcast which elevated the campaign‘s presence online.
Recognition and impact
The “End Early Child Marriage” campaign garnered significant recognition, including recognition by the National Commission on the Rights of Child (NCRC) Pakistan and an article published in “The State of Children in Pakistan”.
By confronting entrenched cultural norms and highlighting the consequences of child marriage, Pathfinder and BPG ignited a crucial conversation across Pakistan. The campaign reinforces the fact that ending child marriage will require a multifaceted approach, one that combines awareness-raising, community engagement, and policy reform.
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