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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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 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 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.
Cultural/Context information for the jury
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.
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