PepsiCo Builds Daycare Center In Potato Farm So Moms Can Work With Peace Of Mind
Video screenshot via PepsiCo Pakistan
Mothers are expected to show up for everything, be it at home or at work. The job can be especially challenging for women in Pakistan, where the average family size is about 6.5.
As reported by Campaign Brief Asia, female workers are integral to Pakistan’s agricultural industry. However, the need to juggle both work and family life isn’t great for their health, and their ability to earn income to feed more mouths is hindered.
PepsiCo is now converting part of the land in its potato farms into daycare centers, offering mothers the reassurance that their children’s wellbeing is taken care of while they’re busy at work. The move was announced on International Women’s Day in a campaign produced by Impact BBDO and BBDO Pakistan.
The first daycare center by the Lay’s owner has been opened in Fatehpur, Kasur. It includes a learning center, playroom, and an outdoor play area fitted with equipment made from recycled plastic.
Video screenshot via PepsiCo Pakistan
Video screenshot via PepsiCo Pakistan
The facility ensures female workers in the agricultural sector can earn their full keep and still provide their children with enrichment in their daily lives.
PepsiCo’s next step is to work with a nonprofit that supports child education and expand the daycare center to offer primary education for out-of-school children living nearby.
“This wonderful activation helps towards achieving not just one, but three Sustainable Development Goals: Reduced Poverty, Gender Equality, and Quality Education,” says Ali Rez, regional executive director for Impact BBDO. “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,” Rez adds, referencing the company’s tagline for its sustainable agriculture initiative.
Farmer's Day Care | Women's Day | PepsiCo PakistanTo create an enabling environment for women to work in less traditional roles, businesses need to make conscious efforts. PepsiCo Pakistan has made this conscious effort by establishing a Day Care Center at one of our partner potato growers farm in Kasur. This facility will not only give peace of mind to women working on this farm but also provide education to out of school children living in the vicinity of the farm. #InWithForPakistan #BreakTheBias
Posted by PepsiCo Pakistan on Tuesday, March 8, 2022
Video screenshot via PepsiCo Pakistan
[via Campaign Brief Asia and PepsiCo Pakistan, video and screenshots via PepsiCo Pakistan]
