Women on Wheels, a training program for bike riding for women, is set to launch on March 8, Sunday.
In this program, thousands of girls from across Pakistan will learn how to ride a bike.
The campaign titled #BuildHerUp is to empower women by giving them a skillset that helps them achieve their dreams.
Talking about this initiative, actress Hareem Farooq said: “It is enthralling to see women yearning to be independent, be it physical independence in terms of mobility or financial independence.”
She continued: “Women have always been brave and strong, but they are now forthcoming as well because there are brands and organizations that are working to build her up and enable her to push her limits. Such a supportive ecosystem makes for a stronger and harmonious society which is the need of the hour today.”
Humayun Farooq, Director Marketing Health, Reckitt Benckiser Pakistan, said, “The woman of today amazes me, she’s headstrong, aware of her rights and knows what she wants. There have been years of inequality towards women, but as the theme of this year’s International Women’s Day suggests “Each for Equal”, we are trying to bridge that gap by recognizing their needs and paving ways for them to achieve their dreams.”
Salman Sufi, the man behind Women on Wheels, said, “I am excited for this second season of Women on Wheels where we are not only enabling women to learn a new skill set but we are also providing solution to one of the biggest problems that women face in Pakistan – safe commute and easy mobility. So, it’s time that women take charge of the wheels because nothing can stop a woman when she puts her head to it!”