ISLAMABAD: The United Nations Children’s Fund (UNICEF) has launched a powerful new video campaign aimed at raising awareness about the urgent need to end child marriage in Pakistan. The campaign features UNICEF National Ambassador for Child Rights, acclaimed actor Saba Qamar, who lends her voice to this critical cause.
“I met inspiring young champions like 14-year-old Anam Nazir, who stopped three child marriages in her community in Sujawal, Sindh,” said Qamar. “I am proud to support this campaign — for all the girls, and sometimes boys, who suffer behind closed doors because of child marriage.”
Speaking in the campaign video, Qamar emphasized the devastating impact of child marriage on children’s futures, especially girls. “Why should any child in Pakistan be forced into a marriage and a life they did not choose?” she asked. “With risks to their health, education, and dignity, we cannot remain silent. I saw firsthand in Sujawal the toll this practice takes — and the difference UNICEF’s work is making.”
Pakistan ranks sixth globally in the number of child brides, with an estimated 19 million girls married before the age of 18. Nearly half of them become pregnant while still underage, facing serious health complications for both mother and child. Only 13% of married girls complete secondary education, compared to 44% of their unmarried peers, severely limiting their independence and future prospects.
“Child marriage is not just a result of poverty — it’s also driven by entrenched gender norms and harmful societal expectations,” said Abdullah Fadil, UNICEF Representative in Pakistan. “We cannot let the circumstances a child is born into determine their future. Legal reforms, cultural shifts, and investments in adolescent girls are urgently needed.”
UNICEF welcomed the recent move by the Islamabad Capital Territory to raise the legal age of marriage to 18, following the example set by Sindh. The agency is urging other provinces and territories to follow suit.
The video campaign is part of a broader advocacy effort by UNICEF, in partnership with UNFPA, UN Women, and government stakeholders. These initiatives include raising the minimum legal marriage age to 18 nationwide, community outreach involving parents, religious leaders, and caregivers, and awareness campaigns such as BOLO (Speak Up). They also promote youth leadership and girl-led activism.
“Ms. Qamar is a powerful advocate for children,” said Fadil. “We are proud to partner with her to spotlight the challenges millions of children face and accelerate progress toward a future where every child — especially every girl — has the opportunity to learn, grow, and thrive.”
