Brand | 28 TOO MANY |
Product/Service | FEMALE GENITAL MUTILATION |
Entrant | IMPACT BBDO Dubai, UNITED ARAB EMIRATES |
Category | Posters |
Idea Creation
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IMPACT BBDO Dubai, UNITED ARAB EMIRATES
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Additional Company
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28 TOO MANY London, UNITED KINGDOM
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Background.
Female Genital Mutilation (FGM) is the harmful practice of cutting or removing the female genital organs. Globally 200 million women have been affected. In Egypt alone over 87% of women are victims of FGM, which makes it the highest rate in the world.
28tooMany, in partnership with Tadween, wanted to raise awareness about this unlawful practice, to help put an end to it.
The objective was to spread awareness across the country with maximum impact and minimum budget.
Describe the creative idea.
We wanted to highlight the damage of FGM and show the hidden potential sewn up by every FGM procedure. We launched a poster campaign using handcrafted Arabic calligraphy and carefully chosen words, mutilated and stitched back together, just like the victims of FGM. The words reflect the physical, psychological and social damage. We used paper that mimicked the color and texture of skin, made from material that can’t be vandalized. We put the decision in people’s hands, urging them to pull the thread. The words unfold to reveal a hidden letter that changes their entire meaning to reflect positivity and hope.
Inhuman becomes human
Pains becomes dreams
Accept becomes Condemn
Despair becomes Joy
Cruel becomes Civilized
Consent becomes Defiance
With each word, we revealed a fact that educated people about FGM, and drove home our message: “Some things can’t be undone”, encouraging people to say No to this awful practice.
Describe the strategy.
The long-held practice has been passed down from one generation to the next since as far back as anyone can remember. Its prevalence among Egyptian society has made it commonplace, a normal and common practice. We had to adopt a technique which re-introduced the practice and challenge the perceptions of those who have been familiar with it all their lives. In order to do so, we had to clearly put the harmful transformative effects of FGM in the hands of our target, allowing them to realize the irreversible damage they cause when they decide to carry out the practice on their daughters.
Describe the execution.
In the way we designed our words, we used traditional Arabic calligraphy that reflected traditional beliefs. We chose a classical script that feels organic and is easy to read to ensure the stiches stand out. The blood red letters, handcrafted with short lines and simple curves, were printed on paper that mimicked the colors and texture of skin, made of material that can’t be vandalized. We used real medical sutures to mutilate the words just like the ones used in FGM. We put the decision in people’s hands. We showed how by pulling the thread to end FGM, we can open up the potential sewn up by every FGM procedure.
Our posters were launched on February 6th, the zero-tolerance day and the following two weeks. They were seen across major hospitals and clinics in Egypt, generating maximum visibility and engagement
List the results.
On the 6th February, Zero-Tolerance day - over 100,000 people engaged with the campaign across Egypt in clinics and hospitals
Awareness of the harmful effects of FGM increased in 10 folds as we saw an increase of inquiries and traffic up to 450% on our website.
Credits
Dani Richa |
Impact BBDO Dubai |
Chief Executive Officer |
Paul Shearer |
Impact BBDO Dubai |
Chief Creative Officer |
Samantha Stuart - Palmer |
Impact BBDO Dubai |
Managing Director |
Marie Claire Maalouf |
Impact BBDO Dubai |
Associate Creative Director |
Sarah Berro |
Impact BBDO Dubai |
Executive Arabic Creative Copywriter |
Logan Allanson |
Impact BBDO Dubai |
Creative Director |
Ahmed Nawara |
Impact BBDO Dubai |
Graphic Designer |
Marcio Doti |
Impact BBDO Dubai |
Art Director |
Ben Griffiths |
Impact BBDO Dubai |
Associate Creative Director |
Rani Amayri |
Impact BBDO Dubai |
Executive Arabic Creative Copywriter |
Mohamed Abdelkader |
Impact BBDO Dubai |
Arabic Copywriter |
Husam Al Agha |
Impact BBDO Dubai |
Executive Arabic Proof Reader |
Jithesh Narayanan |
Impact BBDO Dubai |
Art Director |
James Keith Elgie |
Impact BBDO Dubai |
Digital Art Director |
Abdelghany Shoair |
Impact BBDO Dubai |
Calligrapher |
Tennyson Torcato |
Impact BBDO |
Creative Services Director |
Noor Hassanein |
Impact BBDO Dubai |
Strategy Director |
Emma Lightowlers |
28 Too Many |
Communications Manager |
Amel Fahmy |
Tadwein |
Director |