United Nations(UN) Women Pakistan’s new ‘#BeatMe’ campaign brings an unconventional twist to advocacy on women’s rights. The campaign, aims to inspire women to reaffirm that they are stronger than they are made to believe, and aims to shatter the perception that a woman is weak, taking her from someone who is ‘beatable’ to being ‘unbeatable’. Violence against women and girls is an infringement of human rights taking place with alarming frequency and severity not only in Pakistan but around the world.

#BeatMe - The campaign mobilizes women and men to demand an end to violence against women, that affects at least 1 in 3 women and girls globally. It is a pandemic that must be stopped. It was launched through social media with a video that features Pakistani women of strength from multiple walks of life, the campaign challenges their counterparts to beat them at their respective expertise, and at the amazing things women have achieved, globally. The ‘#BeatMe’ campaign juxtaposes every means of abuse against a strength of each woman. The campaign puts an emphasis on stories of women who have reached their goals despite the patriarchal mind-set they face every day.

Amara Khan: “Such a powerful campaign! We are women, and THAT is our power. Now is the time for women in Pakistan to free themselves from societal pressures of being, acting, thinking or feeling a certain way. We are all valid! #beatme”

Malik Rohaina: “If raising our voice against domestic violence on women and if raising our voice again those men who rape women instead of protecting her make you feminist than I am feminist.. This video is a clear message to those who do not respect women, beat them, consider them a machine to reproduce or sexually abuse them, please learn something! And to all mothers out there, please teach your sons to respect women.”

Komi Iqbal: “Honestly, I don’t think that 15-20 years ago I could have seen this add run in Pakistan. Its been slow man but the progress is starting to build up. It all has to do with social media. Internet should be made a local human right. Are you really a citizen of a country if they control who you can and cannot talk to? Sounds more like slave and master to me. This is what happens when you let business men become politicians. No logic, only profit.”

Naveed Anjum: “Wow, it gives me chills when she says, beat me at life!! God, we cant beat the greatness of a woman! May God bless all women with respect and success in their life! And help us to learn to respect woman and see the real value and potential in them.”

Aamnah Yousuf: “Excellent thought and very powerful message sent across!”

However, a few people who disagreed with the video: 

Mian Usama Zaheer: “Stop making one gender look like a victim and another a perpetrator. All men are not the same. Secondly women are not better then men and men are not better then women. Learn some equality for both the genders. The video is filled with fake feminists.”

The campaign coincides with 16 Days of Activism Against Gender Based Violence, a global initiative led by UN Women on behalf of the UN Secretary-General’s global campaign UNiTE to End Violence against Women, from 25 November (International Day to End Violence against Women) until 10 December (International Human Rights Day).