Shan Foods and BBDO Pakistan/IMPACT BBDO aim to reverse the shortage of female doctors
In a country that has the highest breast cancer death rate and some of the highest maternal deaths in Asia, Pakistan has a strange phenomenon: the “Dr. Daughter-in-law.” The phrase describes the 77% of all female medical graduates who sadly never go on to practice medicine after getting married.
This campaign was created by BBDO Pakistan/IMPACT BBDO, and produced by Stimulus Productions for Shan Foods to address this issue. The brand aims to encourage more families to support women’s dreams, especially those who are medical graduates.
In a traditionalist society like Pakistan, parents proudly aspire to marry their sons off to doctors. Yet only a small fraction of these female doctors are allowed by their in-laws to practice. Instead, they are expected to be confined to their homes, cooking, and minding the children. Pakistan, a deeply conservative country where women refuse to meet male doctors, has suffered heavily due to this gender disparity in their medical infrastructure.
Launching with a film, Shan Foods asked families to take an #OathForHer, just as doctors take an oath when they enter the profession. But this oath asks a family to share the burden of the household and divide the work, so that the daughter-in-law may return to her career.
The film is followed up with on-ground programs such as providing 24-hour childcare assistance to female doctors at hospitals and helping them with placements and options of working as an online consultant if they chose to return to the field.
The campaign ignited a national conversation. For the first time, top celebrities and thought leaders raised the issue and vowed to help change the cultural demand of the Dr. Daughter-in-law. Medical associations joined in in promoting the message.
Humayun Sheikh, Director Marketing of Shan Foods, said: “Shan for many years now has been sharing the message of appreciating women in the multitude of roles they play, as more than just a cook – a role they have often been judged on by society.
This year, using a powerful insight, we wanted to voice the importance of freedom of choice and importance of providing support to women. Our insight on female doctors not practicing in Pakistan is one that transcends the society and is one of the many examples of women being unable to pursue a career due to the lack of opportunity and freedom of choice – we want to change that. Here’s to celebrating women and taking an #OathForHer to support her in all aspects of her life”
The campaign encourages Pakistanis to support the women around them, to make sure they have the opportunity to live their lives on their own terms.
