Rickshaws are one of the most cost effective and popular means of transport in Peshawar, Pakistan.
Traditionally, the back panel is painted with various images.
Samar Minallah used Rickshaws to disseminate messages about the rights of women.
A female role model called ‘Mashra’ was developed as a mascot.
‘Mashray’ or older women are culturally considered wise.
The rickshaws were widely reported in the media. The campaign was replicated by several other organisations.