Almost 90% of Pakistani women suffer from some form of abuse, and a bill recently proposed that men should be allowed to “beat lightly” a woman. Compounding the issue, more than 42% of Pakistani women believe that they are weak.

 

So, partnering with UN Women, we decided to do the opposite of what was expected from a women’s rights campaign in Pakistan. We built the first anti-domestic violence campaign in the world that invited men to beat women: but at all the things they were good at.