This thesis examines how Pakistani media influences public attitudes toward women’s education by portraying educated women in a negative light. Television dramas often depict such women as wearing western clothing, challenging traditions, and displaying rebellious behaviour. These repeated portrayals create harmful associations—suggesting that education leads to arrogance, disrespect, or moral decline.

As a result, common phrases like “hath se nikal jaye gi,” “school ja kar zubaan chalana seekhay gi,” and “bigar jaye gi” reflect a growing fear among conservative households that education corrupts girls rather than empowers them. This mindset discourages many families from sending their daughters to school or allowing them to pursue higher education, worsening already low literacy rates among women in Pakistan.

The thesis aims to challenge this perception through a low-budget media campaign, including posters, infographics, and a short video. The campaign showcases diverse female characters who remain respectful, confident, and rooted in their values while pursuing education—whether they wear traditional or modern attire.

By shifting the narrative from rebellion to empowerment, this project advocates for a more accurate and supportive portrayal of educated women, aiming to reduce stigma and promote female education as a source of strength, not defiance.