On August 14th, Pakistan’s Independence Day, EBM (English Biscuit Manufacturers) teamed up with Impact BBDO, BBDO Pakistan, Seeme Productions, Starcom, and Syntax to launch the “EBM Incomplete Anthem” campaign. The campaign aims to raise awareness about the urgent need for child education in Pakistan.
In a unique move, the campaign featured an incomplete version of the national anthem, with missing verses symbolizing the educational gaps faced by children who are not in school. The campaign’s centerpiece was a powerful film showing real children who were previously out of school but are now attending classes. This film was aired alongside a print and poster campaign.
EBM, committed to improving education, tasked Impact BBDO and BBDO Pakistan with creating a compelling film to inspire donations for their cause. “One in four children in Pakistan cannot read, and millions are out of school,” said Ali Rez, Chief Creative Officer at Impact BBDO. “We chose Independence Day for this campaign, a time when people see the anthem in its full glory. Our question was: can a national anthem be considered complete if every child cannot read it?”
The campaign received a strong response, trending on Independence Day and generating significant donations. EBM is dedicated to its mission of education, having already supported 35,000 children in Pakistan and aiming to reach 100,000 by 2030.