Lifebuoy's #TumMazbootHo initiative encourages mothers to raise strong daughters

SPONSORED: Lifebuoy partners with Ministry of Human Rights to promote girl education

March 24, 2021
Lifebuoy Shampoo
Press Release

On this International Women's Day Lifebuoy Shampoo has joined forces with the Ministry of Human Rights to tackle a crucial issue that the society has faced but has hardly spoken about. They have taken a stance to celebrate women of substance in a unique and mesmerising manner by unveiling a powerful message, Tum Mazboot Ho, which aims to inspire women to raise strong daughters in Pakistan as a key to move towards empowerment.

The campaign captures the beauty of the strong bond shared by a mother-daughter, and highlights the importance of education in protecting future generations of girls from vulnerability and giving them a way ahead with strength.

The message conveyed by Lifebuoy Shampoo depicts a powerful insight where a child realises her way forward is through her empowerment via education. In this sense, Lifebuoy Shampoo brings a powerful message that truly education is the way to strengthen our daughters.

Unilever Pakistan realises that as a society, our real task at hand lies in promoting well-being for women throughout their lives. In a bid to empower girls, Pakistan’s largest hair care brand via their praiseworthy initiative sheds light on the importance of education. The film ends with awareness about the Ministry of Human Right’s helpline for people seeking help against abuse.

With this powerful campaign, Lifebuoy Shampoo, builds on its long-running efforts to educate and enable girls across the nation.

Commenting on the initiative and partnership with Lifebuoy Shampoo, Dr Shireen Mazari, Federal Minister of Human Rights of Pakistan, said,

Every woman has a right to safety and a life free of violence. To support women facing domestic violence, the Ministry of Human Rights has launched a free, nationwide helpline 1099 to seek help against domestic abuse. Through our partnership with Unilever Pakistan, we hope that our efforts reach a widespread audience and help millions of young girls who dream of a safe and equal future.”

Amir Paracha, Chairman and CEO, Unilever Pakistan, said,

Domestic violence is a reality that millions of women face, and are increasingly vulnerable to in the post-Covid world. Our commitment in partnership with the Ministry of Human Rights is to ensure a world in which young women are raised to challenge and change this truth, and not conditioned to accept it. As a part of our corporate social responsibility, and vision to stand as #UnileverForPakistan, it is my hope that through this message, Lifebuoy Shampoo continues to inspire Pakistanis to become advocates for an equal and empowered Pakistan.”

Asima Haq, Director, Beauty and Personal Care, Unilever Pakistan, while supporting the cause, said,

I feel that brands have the power to drive a positive change in society. I feel it is deeply important for us to use our voice and platform to help create a positive future for one entire half of our country’s population. Lifebuoy Shampoo’s message of strength and ‘Mazbooti’ aspires towards raising stronger daughters for Pakistan, and this promise has enabled over 10,000 young girls to enroll into schools over the last two years. With this campaign, we want women to strengthen their daughters through education, and find the support they need for their own wellbeing.”

As a key issue Pakistan faces, Lifebuoy Shampoo’s stance to strengthen daughters comes as an important initiative in protecting the younger segments of society from its ills, and pushing them towards an empowered future via education.

Lifebuoy Shampoo emboldens people across the country to stand for their rights and progress with the TumMazbootHo” message.



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