2019 Winners & Shortlists

ZERO TOLERANCE RIBBON

Gold Lynx

Demo Film

Digital Proof JPG

Brand28 TOO MANY
Product/ServiceAWARENESS RIBBON
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
CategoryPublic Education & Awareness
Idea Creation IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Additional Company 28 TOO MANY London, UNITED KINGDOM
Additional Company 2 ROFAYDA HEALTH PARK HOSPITAL Giza, EGYPT

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

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
Links
Social Media URL