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Problem :
During ramadan while people actively gave Zakat and donations, HANDS Pakistan struggled with low awareness. With so many well-known charities in the spotlight, its impactful initiatives like Marvi and other programs needed a voice to reach both local and international donors.
Solution :
Atnr took on the challenge and launched Khud Se Khud Mukhtaar—a campaign built on hope, dignity, and empowerment. Rather than portraying suffering, we chose to celebrate resilience. Through Marvi’s journey, we told a story of strength—of a woman who refused to be defined by her hardships and, with the support of HANDS Pakistan, took control of her future. This wasn’t just an appeal for donations; it was a call to believe in the power of people. Every visual, every word, every moment of the campaign carried a singular message of self-reliance that is the truest form of empowerment. Khud Se Khud Mukhtaar didn’t just raise awareness; it inspired action, transforming charity into a means for lasting change.
Result :
Leveraging effective PR communication, key opinion leaders and influencers were engaged to advocate for HANDS, helping to create awareness and generate support from a wider audience. The impact was phenomenal—donations surpassed targets by 60%, while the campaign garnered an impressive 100 million views. By blending storytelling with strategic execution, HANDS didn’t just raise funds—it reinforced its mission of transforming lives, one empowered individual at a time.
