OBJECTIVE

Mohammad Jawad, a humanitarian plastic surgeon, was the subject of the Oscar-winning documentary Saving Face. Curzon PR was brought on board to promote Mr Jawad’s humanitarian work, using the documentary as a vehicle for raising awareness of the case of acid burn victims and to encourage funding for acid burn foundations.

CAMPAIGN

Curzon PR’s strategy included targeting key publications worldwide; focusing on the Asian press as well as North America and Europe. Curzon also targeted different angles within different publications in order to widen the project’s remit and target the right correspondents, including not just film and arts, but charity, health and South Asian press in print media, broadcast and online. Multiple social media platforms were created to disseminate key messages and engage with audiences.

RESULTS

Top tier coverage was achieved in publications including The Times (UK), The Washington Post, The New York Times, The Times of India, Al Jazeera and the BBC. International awareness brought in legislative changes in Pakistan to prosecute the perpetrators of acid crimes. Meanwhile, an increase in funding was reported by acid burn victim foundations internationally. Mr Jawad became a Guest Lecturer at Stanford University School of Medicine, along with receiving a number of government and medical awards.