2019 Winners & Shortlists

INHUMANE / HUMAN

Silver Lynx Campaign

Demo Film

Digital Proof JPG

Client/Brand28 TOO MANY
Product/ServiceFEMALE GENITAL MUTILATION
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
1 of 5 Campaign
Type of EntryHealth & Wellbeing: Education & Awareness
CategoryPublic Education & Awareness
Idea Creation IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Additional Company 28 TOO MANY London, UNITED KINGDOM

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. 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.

Describe the target audience

The medicalization of FGM in Egypt is a huge challenge with 78.4% of incidences carried out by health professionals. We want to raise awareness and target new parents. We want to educate them about the Impact of FGM, and convince them not to expose their daughters to this awful practice.

Translation: Provide a full English translation of any text.

Inhuman became human Pains became dreams Accept became Condemn Despair became Joy Cruel became Civilized Consent became Defiance

Credits

Name Company Position
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