2020/2021 Winners & Shortlists

MORE THAN A BLOODSTAIN

BrandM.A.L.I
Product/ServiceWOMEN VIRGINITY TEST KIT
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryNot-for-profit / Charity / Government
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES

Cultural / Context information for the jury

Across MENA there is an entrenched belief that a woman’s virginity must be intact until her wedding night, when she must undergo an oppressive and humiliating process to prove her virginity - thus her sexual abstinence - to her groom and his family. This proof can be via producing a ‘virginity certificate’ after being examined by a medical practitioner, but most commonly it is done via blood-stained bedsheets which signify that her hymen has been penetrated for the first time. Failure to provide this proof, leads to what many perceive as justified retribution in the form of rape, abuse, suicide and even honor killings. Regardless of her innate value as a human being or her accomplishments, a woman’s worth is tied to her hymen. Our Virginity Testing Kit was designed to break the silence surrounding this custom, and ultimately bring an end to this dangerous and derogatory practice.

Is your poster / billboard larger or smaller than a 6 sheet poster (1200 x 1800mm)?

Smaller

Credits

Name Company Role
Walid Kanaan TBWA\RAAD CCO
Bruno Bomediano TBWA\RAAD ECD
Alex Pineda TBWA\RAAD Copywriter / Creative Director
Osama Siddiq TBWA\RAAD Art Director
Juliana Arboleda TBWA\RAAD Designer
Laila Alkaf TBWA\RAAD Editor
Zeina Abuzaid TBWA\RAAD Motion Graphic Designer
Jose-Paolo Rayco TBWA\RAAD Digital Content Creator
Zeina Safa TBWA\RAAD Arabic Copywriter
Pia Haddad TBWA\RAAD French Copywriter
Majdy Alawana TBWA\RAAD Arabic Copywriter
Rijin Kunnath TBWA\RAAD Designer
Romy Abdelnour TBWA\RAAD PR & Communications
Jessica Handley TBWA\RAAD Strategy
Brenda Kassir TBWA\RAAD Strategy