70 YEARS 70 STORIES
Year-Long Campaign – British Council, Pakistan, 2017
A year-long campaign celebrating 70 years of the British Council in Pakistan, highlighting the impact of its work through a commemorative book, documentary, events and high-profile visits.
BRIEF:
Design a year-long campaign to commemorate the British Council’s 70 years in Pakistan, engaging audiences and stakeholders with storytelling, events and digital content that showcase the organisation’s cultural, educational and social impact over seven decades.
IDEA:
The campaign centred on storytelling and celebration:
Coffee Table Book: 70 Years, 70 Stories, featuring interviews with 70 people whose lives were touched by the British Council — from alumni and teachers to sports figures and cultural contributors — highlighting seven decades of impact.
Diaspora Documentary:A Journey Worth 70 Years, produced by Sharmeen Obaid Chinoy Films, screened across Pakistan and later on a UK roadshow.
Events & Experiences:
High-profile visits, including Kate and William, the Mayor of London, and dignitaries from literary, sports, and cultural fields
Royal Air Force Red Arrows Air Show in Karachi
Cricket sessions with children from the DOSTI program
Book launch and documentary screening at Governor House, Sindh
Home 1947, an immersive installation and exhibition on the partition of the Indian subcontinent by Sharmeen Obaid Chinoy
The campaign created a cohesive narrative celebrating the British Council’s legacy, combining print, digital, and in-person experiences with high-profile media visibility.
IMPACT:
Strengthened the British Council’s brand and public recognition in Pakistan
Reached an audience over 25,000 through events, screenings and publications
Engaged high-profile participants, including authors, celebrities, sportspeople and dignitaries
Highlighted seven decades of cultural, educational and social impact in Pakistan
Covered by all major news channels newspapers in Pakistan, UK and worldwide including BBC News, Sky News, CNN
Special Mention:
HRH Queen Elizabeth sent a personal letter to British Council staff marking the occasion
A Journey Worth 70 Years - Documentary
CREDITS:
Brand Designer: Wajeeha Abbasi
Team: Marketing and Communications, led by Sharmeen Peshimam, Heaf of Marketing
Documentary - A Journey Worth 70 Years Credits: Sharmeen Obaid Chinoy, SOC Films
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