In Cannes, France, on June 24, 23 EBM (English Biscuit Manufacturers), a leading food FMCG from Pakistan, made history by taking home the coveted Cannes Glass Gold Award for its game-changing social campaign, Schoolgirl Newsreaders. The Cannes Lions Glass: The Lion for Change honors creative work that promotes social change by bringing attention to problems with gender representation. The campaign is a part of EBM’s bigger sustainability program, which emphasizes two of the seven United Nations Sustainable Development Goals (UN SDGs), namely Goals 4 and 5. The campaign also supports Goal 5: fostering gender equality for all.

Young schoolgirl newsreaders made headlines on Pakistan’s major news channels as part of the ground-breaking creative and media campaign to highlight the value of gender equality and equitable quality education.

As an advocate for social good, EBM has taken on a bigger social awareness campaign that includes this creative campaign strategy. For more than 20 years, EBM has backed numerous grassroots education projects, including the development of two school sites in Swabi.

Additionally, EBM has contributed to the adoption of The Citizen Foundation (TCF) schools and the Adult Literacy Programme in addition to supporting GCT’s network of schools in Karachi and rural Sindh in 160+ remote sites.

Holding the Pakistani flag, Dr. Zeelaf Munir, MD & CEO of EBM, and Executive Director Shahzain Munir made their way to the podium to accept the trophy from the EBM team and creative partners BBDO.

Speaking on this historic occasion, EBM’s MD and CEO Dr. Zeelaf Munir said, “This Lion is the making of a better future for millions of girls in Pakistan! EBM has a long-standing commitment to empowerment through education as part of our greater UNSDGs agenda.  We wanted to bring the spotlight on the step change we can achieve through educating the girl child and what better way than schoolgirls reading the evening news? This award also showcases the power of creativity, and I would like to acknowledge BBDO, our partners, and the entire EBM team who have worked tirelessly to make this moment a reality.”

EBM is committed to the mission of uplifting the lives of individuals and communities in Pakistan, not only through its iconic brands but also through programs that highlight key social issues and strive to provide viable sustainable solutions – as reflected in the EBM purpose statement of “Nourishing Lives, Hearts, and Communities”.

Apart from winning the Cannes Lions – Glass Gold Award, the campaign has also won international accolades such as the D&AD Awards, Caples UK Awards, Dubai Lynx Awards, and Clio Awards.

Stay tuned to Brandsynario for more news and updates.