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The United Nations Children’s Fund (Unicef) has launched a video campaign featuring Unicef’s National Ambassador for Child Rights Saba Qamar to raise awareness about the urgent need to end child marriage in the country.

The video called on communities to speak up against the practice and reinforced Unicef’s commitment to protect the rights of children and empower girls across Pakistan, the UN agency announced on Thursday.

In the video, Qamar, highlighted the impact of child marriage on young girls’ futures and called for unified action to protect children.

“Why should any child in Pakistan be forced into a marriage and a future they did not choose? With all the risks to their health and education, we cannot allow this to go unchallenged. Last year in Sujawal, Sindh, I witnessed firsthand the impact of child marriage and the difference Unicef’s work is making. I met inspiring young champions like Anam Nazir, 14, who stopped three marriages in her community,” she said.

“I am proud to lend my voice to this campaign, for all the girls, and sometimes boys too, who suffer behind closed doors because of child marriage.”

Pakistan has the sixth highest number of child brides globally, with an estimated 19 million girls married before age 18. Nearly half become pregnant before their 18th birthday, posing serious health risks for both mother and child. Only 13 per cent of married girls finish secondary school compared to 44pc of unmarried peers, limiting their future opportunities and independence.

“We cannot allow the circumstances a child is born into dictate their entire futures. Child marriage is often fuelled by poverty, but it is also deeply rooted in entrenched gender norms and societal expectations,” said Abdullah Fadil, a Unicef representative in Pakistan.

“We need legal reforms and enforcement, cultural change, and greater investment in adolescent girls — in their rights, their well-being and their potential. How can Pakistan succeed when half the team is left on the sidelines?”

Unicef also welcomed the recent decision by the Islamabad Capital Territory to raise the minimum age of marriage to 18, joining Sindh, and encouraged all remaining provinces and territories to seize the momentum and follow suit.

The campaign video is part of the agency’s broader advocacy work in collaboration with the United Nations Population Fund, UN Women, and government partners.

These efforts include raising the legal age of marriage to 18 across all provinces; engaging communities through dialogue with parents, caregivers, and religious leaders and communication campaigns like Bolo (Speak up), and promoting girl-led activism and youth champions.

“Miss Qamar is a powerful advocate for children,” said Fadil.

“We are proud to work with her to shine a light on the challenges too many children face, and to accelerate progress toward a future where every child — especially every girl — can learn, grow, and thrive.”