National Media Campaign “PurAzm” | Launch Event

Project Details

  • Project: National Media Campaign “PurAzm” | Launch Event

  • Client: Tròcaire Pakistan

  • Services: Stakeholder Management and Strategic Communications


Project Description

Tròcaire Pakistan with the support of Australian Department for Foreign Affairs in Pakistan launched a national media campaign “PurAzm- Challenge Gender Based Violence” to raise awareness regarding this important issue. The campaign was launched on Nov 25th2015, The International Day for the Elimination of Violence Against Women, and the beginning of The International 16 days of Activism against Gender Based Violence campaign.

The national media campaign “PurAzm” was launched at Marriott Hotel, Islamabad and was attended by Parliamentarians, Policy makers, Civil Society & Media. A music video of a specially recorded song entitled “AageyBarho” sung by KhawarJawadwas also launched during this event. The lyrics of this motivational song, encourage men and women to step forward and make a commitment to promote Gender Equality. The video song was launched by H.E Margaret Adamson, Australian High Commissioner & MarviMemon, Minister of State/Chairperson-BISP. The event concluded with a moving commitment ceremony where specially designed “Commitment Candles” were distributed amongst the participants who lit them up and raised them together symbolically to mark their commitment to the cause of eliminating gender based violence. National electronic and print media outlets were invited to cover the event (26 newspapers published the launch event news as well as 9 TV channels aired the news).