Blue Band launched its campaign ‘Acchai Barhnay Do’ in the beginning of this year with the aim to create an environment that is inclusive of all kids. Blue Band is Pakistan’s leading spreads brand and has been enjoyed all over Pakistan for over 25 years now. It is a daily source of essential fats and vitamins for growing children.
Blue Band has always centered its campaigns on child growth and development. Now it has taken a step further by focusing on children’s character development and hence launched a campaign that aims to reinforce the importance of social inclusion for parents/guardians to teach kids the idea removing barriers for differently-abled kids through this initiative.
Blue Band did not just stop there, it made a practical effort to promote inclusion by joining hands with Special Olympics Pakistan and organized the ‘Both Buddy & Me’ race. The race was held on September 17th at Beach Luxury Hotel. It was conducted at Pakistan’s largest inflatable race course. A buddy system was introduced at the race where a regular kid was paired up with a differently-abled buddy as a team and the team had to finish the obstacle course together. This helped the kids come close to each other and enjoy each other’s company. It also provided differently-abled kids an opportunity to showcase their skills in sports and games.
The event was attended by over a thousand people which included many celebrities who also brought their kids. The celebrities included Syra Shahroz, Nida Yasir, Shahroz Sabzwari, Zhalay Sarhadi, Shaista Lodhi, Sunita Marshall, Amma Sheikh, YBQ, Muznah Ibrahim, Adnan Shah Tipu, Mohib Mirza, Amna Malik, Faysal Qureshi, Salman Sheikh and Hira, and Hassan Ahmed. It was hosted by Faizan Haque, while Khaled Anam and Asim Azhar gave special performances.
Director Foods & Refreshment Unilever, Farheen Salman said, “This event not only brought the topic of inclusion to the forefront, but also provided the start of an actionable and meaningful movement about character development. Children are the future and we need to make every effort to nurture an environment where people of all abilities feel safe, included and accepted and are given a chance to participate to create a more tolerant and well-rounded Pakistan.”
Founder Special Olympics Pakistan Ronak Lakhani expressed her appreciation for Blue Band’s initiative, adding ‘This event has been a step towards spreading awareness. It helped us celebrate inclusion and spread the goodness. Achai Barhnay Do.’