The campaign was typographic and minimalistic in nature. This served to accentuate the red “kasra”, which became the bold symbol of women empowerment. To reach the country geographically and all women demographically, a moving interactive billboard as well as posters were set up, whilst stickers were distributed, in rural and upscale areas, to engage the public and physically get them involved. We wanted to get people to use and literally take the “kasra”, “take the habit of getting things moving”.

Awareness on gender inequality and the Women Empowerment Program spread. The ad encouraged women to make their mark and make themselves heard. The meaning behind literally changing the word empowered them to actually change their reality with their own hands.