Sometimes, the most important stories aren’t the ones that make headlines, they’re tucked away in everyday acts of care....
chatter matter
Sometimes, the most important stories aren’t the ones that make headlines, they’re tucked away in everyday acts of care, resilience, and community-driven change. Across Pakistan, countless individuals and small groups are doing vital work: advocating for children, protecting wildlife, supporting refugees, or fighting for gender equality. But many of these efforts remain unseen, not for lack of impact, but for lack of visibility.
That’s the gap a new initiative is hoping to fill. SOC’s (Sharmeen Obaid Chinoy) storytelling campaign titled ‘Frame It Forward’, has been launched with the aim of giving grassroots projects and non-profits a chance to be heard and seen, literally. One selected organisation will have its story told through a professionally produced short film, entirely free of cost. The idea is to take the lens off traditional narratives and focus on the quieter, meaningful work happening at the community level, whether it’s in education, healthcare, climate action, or local advocacy. The chosen organisation will collaborate with a dedicated production team to create a short documentary that captures their mission, challenges, and the real people at the heart of their work.
“Too often, vital work being done in the heart of our communities goes unseen simply because it isn’t being told,” said Sharmeen Obaid-Chinoy, Founder and CEO. “This is our commitment to community, using the power of film to help elevate voices that deserve to be heard,” she added.
The initiative builds on similar past efforts that have produced compelling documentaries for organisations like the ChildLife Foundation and Indus Hospital. But this time, the campaign opens its doors to non-profits across the country through a public application process.
Groups working in the fields of education, health, climate, wildlife, child protection, gender rights, or refugee support are encouraged to apply by July 25, 2025. The selected story will be developed into a short film, set to be released on August 14, coinciding with Pakistan’s Independence Day.
At its core, the initiative is about shifting the spotlight to those who rarely find themselves in it, offering a platform, not promotion. It’s a reminder that stories of change deserve to be told, especially when they come from the ground up.
- You! desk
