 FAD- Fight Against Dowry is a 15 minute advocacy Video series that is one of the activities of Advocacy project, FAD-Fight Against Dowry, of AGEHI Resource Center. It is an activity of persuasion through strong argument, by the youth, general public and civil society professionals involving the viewer, and engaging the target audience in questioning the social evils attached with the institution and custom of dowry.
FAD "Advocacy Video" is in a short video form used for the community and covering all social classes to make a specific impact of the cause FAD is fighting for. This series provided FAD a unique opportunity for raising sensitization and awareness among its stakeholders at grass root level covering the mass audience and making the voices heard that were never given due importance. It hopes to achieve the commitment from the society to combat this problem by conveying the key information and making visible the realities and real life experiences of souls from within us to wide audiences.
 Countries like India, Bangladesh took practical steps to deal with this problem long time a go. It seems that we are still in the phase of denial of this social evil in our social system. We cannot keep turning our backs to the issue and giving it a name of tradition as it is not going to wipe away the horrors the young brides have to face in the form of dowry and dowry violence. It is a form of Gender based violence and is high time that we start accepting it as gender issue that has deteriorating effects on both genders.
FAD video series aims to contribute in:
- Clarifying the Issue
- The issue is complicated and multifaceted, having a video series that describes the social evil succinctly would help more people to understand the issue and focus.
 Generate Support
- Its success depends on the strength of its community participation. The video series will help in generating maximum consensus on the subject. The video would present a uniform message that could work in all communities and would strengthen the campaign in those areas where the argument needed to made clearer
- Inspire and ensure Local Efforts
- It will generate and inspire local efforts from all societal levels by identifying FAD-Fight Against Dowry as National Message. People watching the video in Sindh, Balochistan, N.W.F.P, Punjab and Northern areas will realize that that the very same problems were affecting real people in their localities also. Even financially sound families in big cities agree to the fact that dowry is social evil and needs to eliminated from the roots of our society. This emotional reality will help them to take action, with the knowledge that they were part of larger efforts around the country. The advocacy series will become a unifying force for FAD campaign.
FAD Advocacy video will also be used for:
 attracting new members or constituents- raising awareness about legal action available against dowry
- organizing community members to take action on a said issue
- help in raising funds from targeted funding sources
- Advocacy videos will also be used effectively in field by present the videos at screenings in Behnan-de-Mehfil and Bhrawan -de-Mehfil thus helping in raising questions and help lead discussions.
The custom of dowry exist, FAD- Fight Against dowry is trying to raise awareness and advocate people by bringing them together and creating consensus on the subject and moving towards forum from where we all can address this issue collectively as our problem.
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