In a first-of-its-kind activation, PepsiCo has partnered with their growers to set up daycare centers at potato farms, in order to enable more female workers to earn wages in the agricultural sector.

Women are an essential contributor to Pakistan’s agricultural output – a sector that accounts for 21 percent of the country’s GDP. But with an average family size of 6.5, women in Pakistan’s rural areas often find themselves being burdened by childcare work. This not only takes a considerable toll on their health but also restricts many mothers from earning an income.

The first daycare center for this initiative has been opened in Punjab, featuring a playroom, learning center, and an outdoor play area, for which equipment has been made using recycled plastic. As part of future plans, PepsiCo is planning to partner with an NGO focused on child education, which will help expand the scope of this facility to include primary education for out-of-school children in the area.

The campaign for this activation has been created by Impact BBDO and BBDO Pakistan, with a launch film that has been directed by twice-Oscar-winning director Sharmeen Obaid Chinoy at SOC Films.

Ali Rez, Regional ECD for Impact BBDO, said, “This wonderful activation helps towards achieving not just one, but three Sustainable Development Goals: Reduced Poverty, Gender Equality, and Quality Education. It’s an initiative that will not only empower women to earn wages, lifting the country’s GDP but will bring joy to thousands of children. That’s What We Grow.”