UN Women Pakistan's '#BeatMe' campaign brings an unconventional twist to advocacy on women's rights. In a compelling paradox, the campaign showcases a woman inviting a man to beat her - but at things she is good at.
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This video chronicles the work of a One UN project in the Sindh province of Pakistan. The "Livelihood Restoration, Protection and Sustainable Empowerment of Vulnerable Peasant Communities in Sindh" or LRP project, as it was known, was launched by the United Nations Food and Agriculture Organization, UN Women and the International Labor Organization (ILO), in response to the severe floods that devastated the area in 2010.