Bond Advertising has been honoured with an award in the Non-Profit/Social Good category at the prestigious Effie Awards 2025 regarding its impactful Dadi Knows Best Campaign for its client, Population Services International, Pakistan (PSI).
The #DadiKnowsBest campaign boldly addressed the cultural stigma around family planning in Pakistan by featuring the beloved and trusted figure of a Dadi (grandmother) portrayed by the iconic Shameem Hilaly. The campaign successfully normalised conversations around contraception, empowered women to make informed choices, and encouraged greater male involvement in reproductive health discussions.
Leveraging powerful digital storytelling, influencer collaborations, and the Viya chatbot, a WhatsApp-based platform providing family planning resources, the campaign sparked intergenerational dialogue on a taboo subject, all while maintaining cultural sensitivity and avoiding backlash.
Through breaking generational barriers and reshaping societal narratives, Bond Advertising and PSI effectively advanced their mission of improving reproductive health outcomes across Pakistan.
Bond Advertising is a leading creative agency committed to driving change through culturally resonant, impactful storytelling. With a passion for social good and a track record of award-winning campaigns, Bond continues to push boundaries in communication and strategy.
