THE MACABRE DICTIONARY OF VIRGINITY TESTING
Brand | M.A.L.I - MAROC |
Product/Service | MALI |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Promotional Items & Printed Media |
Idea Creation
|
TBWA\RAAD Dubai, UNITED ARAB EMIRATES
|
Additional Company
|
SPECTRUM PUBLISHING & PRINT SOLUTIONS Dubai, UNITED ARAB EMIRATES
|
Cultural / Context information for the jury
Virginity tests have been labelled a violation of human rights against women by the United Nations since 2018. But under the Moroccan Penal Code, Article 488 is a law that does not yet provide effective protection against rape if a woman cannot prove that she was a virgin before the crime occurred.
Idealized and mythologized, the fabricated idea of “virginity” has become a concept to measure a woman’s worth.
Problem is virginity is surrounded by myths, misplaced concepts, patriarchal meanings, outdated notions and – in most cases - plain ignorance.
Write a short summary of what happens in the digital or ambient execution or campaign.
The book and the posters were printed in English, Arabic, and French and emailed to activists and influencers in 17 countries. To maximize the message of the dictionary, we created a digital experience that put its contents just one click away from girls and women in schools and universities worldwide. The site showcases a digital version of the book, and users can digitally browse the content and flip its pages through an animated 3D model. Posters and the e-book itself are also available for free download.
Credits
Walid Kanaan |
TBWA\RAAD |
Chief Creative Officer |
Alex Pineda |
TBWA\RAAD |
Executive Creative Director |
Jim Robbins |
TBWA\RAAD |
Executive Creative Director |
Jennifer Fischer |
TBWA\RAAD |
Chief Innovation Officer |
Joe Lahham |
TBWA\RAAD |
Managing Director |
Romy Abdelnour |
TBWA\RAAD |
PR, Marketing & Communications |
Paula Zambrano |
TBWA\RAAD |
Art Direction |
Nada Al Alami |
TBWA\RAAD |
Design |
Mehwish Rafi |
TBWA\RAAD |
Planning Director |
Adnan Ahmed |
TBWA\RAAD |
Copywriter |
Zain Mir |
TBWA\RAAD |
Developer |
Jose-Paolo Rayco |
TBWA\RAAD |
Content Creation |
Preetam Kotian |
TBWA\RAAD |
Motion Design |
Ezzat Habra |
TBWA\RAAD |
Traffic |
Naveen Madurakariyan |
TBWA\RAAD |
Traffic |
Links
Website URL