UN Women Pakistan’s new ‘#BeatMe’ campaign brings an unconventional twist to advocacy on women’s rights.  In a compelling paradox, the campaign showcases a woman inviting a man to beat her – but at things she is good at.

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’.

The campaign mobilises women and men to demand an end to violence against women, a gross violation of women’s human rights that affects at least 1 in 3 women and girls globally.