Re-designing the #Beatme Campaign by UN Women Pakistan

Do watch the #Beatme Anti-Violence Campaign by UN Women Pakistan. What do you think?  I think the campaign deserves a complete re-design.

First off, what an unfortunate choice of words for the hashtag #beatme.  Moving past the words, why is it in English? Who are you talking to? This campaign should at minimum been in Urdu plus all the regional languages like Pashto, Sindhi, Punjabi , Balochi as well as the local dialects. For a clarity in the public service message the campaign designers should have stuck with the national language plus regional languages and dialects. A simple caption in English for non-native speakers would suffice.

This seems to be a well-intentioned campaign made in a hurry, with little thought or strategy applied to communication and social impact.  Pakistani women and men deserve more than a sugar-coating of celebrities and Calvin-Klein-esque black/white filming effects.

Emotional and Physical Abuse is a serious matter. Generational abusive patterns are corroding efforts being made for Gender Equity and Gender Equality in Pakistan. Simplistic PSAs such as this one undermine the cause as well as the intended audience for such social messaging.  I would recommend all groups working for the empowerment of the disenfranchised, women AND men, to seek out Gender Strategy consultants before approving PSAs in the future. 

M.I.A.: Work Culture

First, read this tweet.

When the Wiggle-Room Becomes the Bermuda Triangle 

As social animals, us humans have an inherent sense of how compatible we are with others.  This compatibility does extend beyond the typical domains of romance or familial duties; we have a definite compatibility ratio when it comes to our colleagues at the workplace.

In today’s project-driven offices it is quite common for us to be communicating with coworkers in the next city over or even the next timezone.  Given this reality, despite the numerous advantages of instantaneous connections via the internet (Skype, WhatsApp, Email), colleagues often provide each other some wiggle room when it comes to responding back on tasks that aren’t red-hot, Priority #1.

Working in Pakistan there are times we are dealing with choppy internet, poor bandwidth and plain ol’ power breakdowns; to battle all this, Pakistani professionals make it a priority to build in a cushion of time/space to ensure work gets delivered on-time.  We also invest a hefty sum of money in back-up power and multiple internet service providers;  I would specially give credit to our independent freelancing professionals who maintain this high-level of responsiveness without the buffer of a mega-corp or the mega-corp budget.

Going back to the compatibility aspect, we usually have a good sense of who will not exploit the wiggle room given; until that wiggle room becomes the never-ending Bermuda Triangle. Something inexplicable happens and the perfect syncopation fizzles out into unanswered emails and missed deadlines.

I write this only to trigger a conversation about this phenomenon. What makes us, all of us, lose steam during a project? Is this an indication of poor leadership?  Aside from the obvious communication breakdown, are there expectations from the project associates that aren’t being met?  How to jump-start such failing connections?

Is this a failing of our national work culture?  Can work culture even be generalized to include multiple industries across a beautifully complex and rapidly metamorphosing country like Pakistan?

Note: I am sure I am not the only one who has experienced this phenomenon in the workplace. If you have any stories, please leave a comment or drop a tweet at @catalystwoman