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To create an enabling environment for women to work in less traditional roles, businesses need to make conscious efforts. PepsiCo Pakistan has made this conscious effort in line with their commitment to women’s inclusivity and economic empowerment, on International Women’s Day and announced a new initiative labeled ‘What We Grow’.
In a first-of-its-kind activation, PepsiCo along with their partner potato growers decided to set up daycare centers at the farms, in order to enable more female workers to earn wages in the agricultural sector.
Women are an essential contributor to Pakistan’s agricultural output – a sector that accounts for 21 percent of the country’s GDP. But with an average family size of 6.5, women in Pakistan’s rural areas often find themselves being burdened by childcare work. This not only takes a considerable toll on their health, but also restricts many mothers from earning an income.
Therefore, such a facility will not only bring peace of mind to women working on the farm but also provide education to out of school children living in the vicinity of the farm.
The first daycare center for this initiative has been opened in Punjab, featuring a playroom, learning center and an outdoor play area, for which equipment has been made using recycled plastic.
The campaign for this activation has been created by Impact BBDO and BBDO Pakistan, with a launch film that has been directed by twice-Oscar-winning director Sharmeen Obaid Chinoy at SOC Films.
Ali Rez, Regional ECD for Impact BBDO, said, “This wonderful activation helps towards achieving not just one, but three Sustainable Development Goals: Reduced Poverty, Gender Equality, and Quality Education. It’s an initiative that will not only empower women to earn wages, lifting the country’s GDP, but will bring joy to thousands of children. That’s What We Grow.”
As part of future plans, PepsiCo is planning to partner with an NGO focused on child education, which will help expand the scope of this facility to include primary education for out-of-school children in the area.
