MENTAL AND PHYSICAL ABUSE
Brand | M.A.L.I |
Product/Service | WOMEN VIRGINITY TEST KIT |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Not-for-profit / Charity / Government |
Idea Creation
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TBWA\RAAD Dubai, UNITED ARAB EMIRATES
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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.
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Credits
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 |