2019 Winners & Shortlists


Case Film

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Brand28 TOO MANY
Additional Company 28 TOO MANY London, UNITED KINGDOM


28 Too Many is a registered charity in England and Wales (1150379), established in 2010 by Dr Ann-Marie Wilson to undertake research and provide knowledge and tools to those working to end FGM in the countries in Africa where it is practised and across the diaspora worldwide. Our vision is a world where every girl and woman is safe, healthy and lives free from female genital mutilation. 1. Collating and Interpreting Data We present data in a number of ways, primarily through Country Profile Reports and Thematic Papers, and with additional research products as required. To support our aims, we make this research available globally. 2. Influencing Influencers Using the data we have collated, we engage key influencers, encouraging them to advocate for change (of policy, legislation, etc) within their spheres of influence. 3. Equipping Local Organisations (Bottom up approach) Based on our research, we develop and distribute advocacy materials and training tools that local organisations can use to bring effective change at a community level. Ultimately change happens when policy and legislation (top down) aligns with community action and education. Our approach is to play a catalytic role in both and to base our interventions on solid research.

Describe the cultural/social/political climate in your region and the significance of your campaign within this context

The Egyptian Government passed legislation in 2008 that specifically prohibits FGM. In September 2016, a further amendment was made (by Law No. 126 of 2016) to the Penal Code, replacing Article 242-bis and adding Article 242-bis (A), upgrading FGM from a misdemeanor to a felony. Although FGM remains a taboo, there are no restrictions to raising awareness of this harmful practice against women and young girls.

Describe the creative idea

Years of awareness communication had left many well aware of the dangers of FGM, but instead of opting to not perform it on their daughters, people shifted from having the procedure done by traditional circumcisers to health professionals who were often willing to break the law. A real behavior change was needed, a movement. Every movement needs an icon to rally behind, to unify and to drive forward. But unlike most causes, FGM had no icon to symbolize it. We aimed to create a unifying symbol that people would not just recognize as an element of awareness around FGM, but that also gave people a voice to say ‘No’ to the inhumane practice. Taking the universal shape of the Awareness Ribbon and turning it on its head to create a powerful statement that literally spelt out the word ‘NO’ in Arabic.

Describe the strategy

As widespread and damaging as the issue was, we realized a simple truth, if we could create a real impact, FGM could disappear in one generation. And in order to effect behavior change, we had to create an impact on those directly responsible for making the decision of performing this mutilation on the young girls- their parents. We knew that although these parents were in fact horribly mutilating their daughters and damaging them beyond repair, in their own way they were doing so thinking they were doing what’s good for their daughters. We knew that to affect them effectively, we had to do so at a moment were they at their most emotional and aware of their daughters vulnerability in their hands- when they first held their newborn daughters.

Describe the execution

We launched the movement on the International Day of Zero Tolerance for Female Genital Mutilation by attacking the practice further upstream than anyone had before. We partnered with local hospitals to reach the parents of newborn girls, who were brought out to their parents with the pin proudly displayed on their chests, loudly protesting against the harmful effects of FGM. Along with the pin, the parents were educated on the harmful physical, psychological and social effects of Female Genital Mutilation on their daughters. They were then encouraged to protect their child's rights by signing a pledge to never perform the procedure on her.

Describe the results/impact

480M impressions 500+ pledges in first month 35 global NGO’s have adopted the symbol 7 countries officially using the ribbon To be presented at the United Nations Commission on the Status of Women 2019


Name Company Role
Dani Richa Impact BBDO Dubai Chief Executive Officer
Paul Shearer Impact BBDO Dubai Chief Creative Officer
Logan Allanson Impact BBDO Dubai Creative Director
Tres Colacion Impact BBDO Dubai Creative Director
Taskeen Limalia Impact BBDO Dubai Art Director
Ben Griffiths Impact BBDO Dubai Associate Creative Director
Sarah Berro Impact BBDO Dubai Copywriter
Giancarlo Rodas Impact BBDO Dubai Associate Creative Director
James Keith Elgie Impact BBDO Dubai Digital Art Director
Samantha Stuart - Palmer Impact BBDO Dubai Managing Director
Noor Hassanein Impact BBDO Dubai Strategy Director
Salma Shahin Impact BBDO Dubai Senior Account Manager
Emma Jane Randall Impact BBDO Dubai Account Executive
Tennyson Torcato Impact BBDO Creative Services Director
Ann Geleen Amparado Impact BBDO Agency Producer
Karim Tobgy, Fatima Kaaki Impact BBDO Creative
Claire Lawson Impact Porter Novelli Associate Director
Emma Lightowlers 28 Too Many Communications Manager
Amel Fahmy Tadwein Director
Sara Eissa Rofayda Health Park Hospital Marketing Specialist
Mohamed Abdelrehim Rhino & Oxpecker Executive Producer
Karim Darwish Rhino & Oxpecker Production Manager
Aya Gafaar, Amal Gharbo Rhino & Oxpecker Producer
Haya Khairat, Marco Michael Abdo Rhino & Oxpecker DOP
Souheil Zahreddine, Hussein El Faham, Mohamed Khaled Beyond Post Productions Editor
Hassan El Touny Pixel Studios Editor
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