Brand | 28 TOO MANY |
Product/Service | AWARENESS RIBBON |
Entrant | IMPACT BBDO Dubai, UNITED ARAB EMIRATES |
Category | Public Education & Awareness |
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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Additional Company 2
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ROFAYDA HEALTH PARK HOSPITAL Giza, EGYPT
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Why is this work relevant for Integrated?
We launched a integrated, multiple campaign that used, direct, design, on-ground education, print, posters and PR to get our message of saying NO to FGM.
Most importantly we made a huge change with the new generation by giving them a symbol to all stand behind,
Describe any restrictions or regulations regarding Healthcare communications in your country/region (imposed by healthcare regulatory bodies, government, TV stations, etc.)
The Egyptian Government passed legislation in 2008 that specifically prohibits FGM. September 2016, a further amendment was made to the Penal Code, upgrading FGM from amisdemeanor 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 target audience
We clearly put the decision in the hands of the key decision makers, The PARENTS.
We targeted the younger generation, new parents who are more open to a new way of thinking and our message about the harmful practice of FGM.
Background
Female Gender Mutilation, or FGM, is the inhumane practice of cutting or removing of the genital organs on young girls. It is generally carried out with the belief that it will preserve the purity of the girl.
FGM can cause severe bleeding, complete loss of sensitivity, complications during childbirth, infertility, severe pain during sex, infections, sepsis and in some cases death. FGM is internationally recognized as a violation of human rights. It reflects deep-rooted gender inequality, and constitutes an extreme form of discrimination against women.
More than 200 million females have been subjected to FGM globally. But with a prevalence of 87.2% in a population of over 100 million, Egypt has the greatest number of FGM victims globally.
Despite repeated governmental efforts to raise awareness about the harms of FGM, it continues to be widespread among Egyptians- simply shifting the performing the procedure from traditional practitioners to health professionals.
Describe the creative idea
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 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.
List the results
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
Credits
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 |
Links
Social Media URL