In an attempt to promote compassion and support, Nishat Linen, through its new campaign is sending out a beautiful message – “Rise by lifting others.”
Nishat Linen is featuring “stories of support” in their campaign video. The brand’s aim is to revive the spirit of lifting each other. Instead of working against each other, why not join hands and reach for the skies together?
Stories Of Support
The video features 4 “Women of Steel” who are truly making a difference in our society with their laudable contributions. Dr. Noreem Zafar is the founder of the ‘Girls & Women Health Initiative’ (GWHI) which is a non-profit organization that seeks to empower women to prioritize and take control of their health and well-being (GWHI). Shameelah Ismail, the CEO of ‘GharPar‘, which is a mobile app and website providing professional beauty services to women in the comfort of their own homes. Dr. Mehreen Shahid, who founded an NGO named ‘Safe Delivery Safe Mother‘ – a venture that focuses on improving maternal health. Lastly, it features Jannat Ali, a transgender activist and the Executive Director of ‘Track-T‘ – an organization working for and the Trans community of Pakistan.
These four women are undoubtedly prime examples of support. Through their work, they are supporting and empowering women and the trans community to rise up. “Be a star in someone’s dark sky.”
However, we do wish that the campaign video had given us more information about these 4 women. The font was small and faded when their names and qualifications/achievements did appear towards the end of the video. We couldn’t figure out why these women were chosen and what they represented until we did some research of our own.
The Message Behind The Campaign
In a world where social media has taken over our lives and where kindness and support have become uncommon, this campaign by Nishat Linen serves as a gentle reminder that instead of criticizing each other, judging their every move, and pulling others down, we must be each other’s support system because we truly are much stronger together!
Negativity Bias
Our society is currently plagued by a “negativity bias.” It is a natural psychological phenomenon where people tend to read/click, and/or react more to negative news in comparison to positive news. Hence, people end up sharing more negative news.
This campaign is telling us to rise by lifting others, but we, as a society, have become so negative that we cannot rest until we point out something negative in someone. We can take Malala Yousafzai’s Nikkah as a recent example. People had a problem when she wasn’t married, they have a problem that she had a change of heart and is married now. Is she not allowed to change her opinion? Can she not decide who she wants to marry? Isn’t letting her choose the biggest form of emancipation? This campaign highlights that we should be supporting each other rather than pulling each other down. Hence, it is a breath of fresh air and we hope it achieves what it is aiming to do – awaken more positivity in people for others.
Moreover, we feel that Nishat Linen has chosen a good time to highlight this narrative. The Covid19 pandemic has taught us how interdependent we are and that together, we can achieve more than anything we can accomplish alone. Besides the Covid19 pandemic, we are also plagued with issues like climate change, gender inequality, etc (to name a few), that can only be dealt with if we join hands together.
Furthermore, we have become very individualistic in our choices. It is not necessarily always a bad thing but it shouldn’t be at the cost of someone else. Hence, this campaign by Nishat Linen is telling us to unite as a society and get through hard times together.
Watch The Full Video
What are your thoughts on this campaign? Let us know!
