To address the critical issue of missing children in Pakistan, we joined forces with Impact BBDO, BBDO Pakistan, and renowned conceptual artist Samar Minallah Khan. Together, we transformed an iconic medium—Truck Art—commonly adorned with celebrity portraits, into a powerful tool for awareness. Instead of the usual imagery, we painted portraits of missing children on the backs of trucks, accompanied by a helpline number. This initiative has covered over 50,000 km across the country, generating more than 5,000 calls and providing leads that have successfully recovered eight children to date. Our innovative approach has garnered recognition, winning several awards for its impact and creativity in promoting social change.
Pakistan loses 14,000 women during childbirth every year, which is one death every 37 minutes. Most deaths can be prevented if women are given timely access to pregnancy advice and support, trained birth attendants, life-saving treatments, and well-equipped health clinics and hospitals.
On International Women's Day, we collaborated with Master MoltyFoam, one of Pakistan’s leading mattress companies, and Safe Delivery Safe Mother (SDSM) to help build awareness and extend support to the many initiatives run by the organisation. Under this campaign, 100 plus midwives have been adequately trained.
Children of MMA
A global portrait campaign by Kids Fight x Inside Out
In the heart of Lahore’s toughest streets, young fighters rise.
Not for fame. Not for glory. But for survival.
Through the lens of French Artist JR’s Inside Out Project, Children of MMA turns the faces of forgotten children into bold public statements — confronting class, power, and silence.
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