Blue Band Pakistan launched its campaign ‘Achayi Barhne Do’ in 2017 with the aim to promote inclusion for all kids in Pakistan. To establish authenticity and credibility for the campaign, Blue Band collaborated with Special Olympics Pakistan and organized the ‘Both Buddy & Me’ race to bring together regular and differently-abled kids in sports grounds. In 2018, Blue Band continued its efforts by organizing a marathon with Special Olympics Pakistan.
The ‘Choose to Include’ marathon highlighted inclusion through the colour blue. The colour blue symbolizes stability, wisdom and growth, which are the building blocks to form a progressive and inclusive society. Celebrities namely Shaista Lodhi, Amina Sheikh, Nida Yasir, Mohib Mirza took part in the marathon to show their support for the cause. Fahad Mirza, Sarwat Gillani, and Aijaz Aslam also actively participated on the behalf of Special Olympics Pakistan.
Director Foods & Refreshment Unilever Farheen Salman said, “We are set to bring a much needed social change in Pakistan. Children are the future and when they choose to include, they will shape the future as inclusive, tolerant and progressive.”
Founder Special Olympics Pakistan Ronak Lakhani expressed herself on the campaign as, ‘We need events such as these to spread awareness and make all people choose to include. Achayi Barhne Do!’
About the Brand: Blue Band is Pakistan’s leading spreads brand enjoyed all over Pakistan for 25 years. It is a daily source of essential fats and vitamins that help children to grow, develop and thrive.
The Brand has long been an advocate of children’s growth and development. Society puts a lot of focus on child’s health and wellbeing which is imperative, however, often the most important lessons of empathy and acceptance that are essential for character building are missed due to the rat race that pushes mothers to focus on physical and mental development. Blue Band aims to reinforce the importance of character development through social inclusion for parents/guardians to teach kids the idea from a young age, the idea of removing barriers for differently-abled kids through this initiative.