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Campaign against female genital mutilation

Published/Aired: 
April 2007
 Campaign against female genital mutilation

Description

After following the instructions, thanks to a special ink, the word NOTHING appears underneath.

The AMAM association has very few members and strictly limited funds, for which reason it had to run a campaign with few resources but convincing, with a high profile. This is why a free postcard was chosen, to be distributed at strategic points where the target audience was to be found: arthouse cinemas, theatres, galleries, etc. The postcard’s impact was visible very quickly, with donations, e-mails and even mentions in the media.

Caption

Wet your finger and rub to find out what millions of women feel
Over two million girls suffer genital mutilation every year.

Advertising Agency: Contrapunto, Barcelona, Spain
Creative Directors: Tomás Oliva, Manuel Padilla
Art Director: Lorena Martí
Copywriter: Sara Piñana
Photography: Guixa
Client service: Ariadna Céspedes
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dklimke's picture

Holy Crap!

I could never imagine a campaign like this making it's way stateside. Is there any reaction to a piece of material like this in Spain? Or is the public less reactionary?

dklimke
Activity Score 23
Graphic Designer
copycomoelcopi's picture

i guess they're more progressive… u know, this issue is horrible and disgusting and maybe a flamboyant way to tell it won't have the right effect. i think.

copycomoelcopi
Activity Score 822
Copywriter
Advertising Pawn's picture

Wow. That's a quite direct and effective way to tackle the subject. Any comments from those who were exposed to this ad?

http://adpawn.ovh.org

Advertising Pawn
Activity Score 419
Other |

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bigbadfatmadafaka's picture

The topic is really cool and dramatic...how can this ppl do this to girls. Stong piece of work...congratulations.

bigbadfatmadafaka
Activity Score 486
Creative Director |

///////////////////////////////////00///////////////////////////////
There Is New Shit Under The Sun. There are still BigBadFatMadafaka ideas.

postman's picture

First I was like 'Oh no!' but now I like these. Usually it's "just" about possible infections during the procedure of genital mutilation. Now this is new and strong.

postman
Activity Score 951
Other
Spanky's picture

is it just me or do these look a little pedophilic? should have used an older looking woman.

Spanky
Activity Score 4899
Other
bigbadfatmadafaka's picture

Didnt saw it that way at first but your very right.

bigbadfatmadafaka
Activity Score 486
Creative Director |

///////////////////////////////////00///////////////////////////////
There Is New Shit Under The Sun. There are still BigBadFatMadafaka ideas.

Slashh's picture

Using older women would be misleading because this mutilation is done to very young girls. Single digits in age. Yes, it's horrible and sickening to even think about. This ad is showing you the unvarnished truth about this issue. Just as they should.

Slashh
Activity Score 294
Copywriter
Spanky's picture

except that you shouldn't be rubbing a 12-year-old girl's vagina in the first place. and the effects are permanent. so it would make perfect sense to use a woman in her 20s or 30s.

Spanky
Activity Score 4899
Other
Slashh's picture

How would showing a 30 year old woman visually tell the story that this ritual mutilation was done to her when she was only 7 years old? Showing an older woman might imply that this was a choice she made as an adult. Showing these girls at the age it actually happens is much more compelling and tells you they obviously had no choice is brutal tradition. One that is always approved by, and forced upon her by at least one of the parents. Usually the father. Don't hide the truth. When we hide and water down the truth, the atrocities continue.

Slashh
Activity Score 294
Copywriter
ivan's picture

Little girls will probably feel pain. Adults will feel nothing. Just guessing...

ivan
Creative Director at Ads of the World
Spanky's picture

showing kiddie porn does nothing to make the idea any stronger. and visually, the idea is blind. you don't know that they're talking about genital mutilation until you read the copy. which is where they explain that it is done against their will at a young age. the woman in the photo probably is older (or else they would have been arrested). but it's probably stock. and they probably didn't put as much thought into that as they should have.

Spanky
Activity Score 4899
Other
jennywhx's picture

something that will never able to distribute in my country, conflict yes. But kinda...bold.
bold stuffs attract people, and this does attract me.
couldn't say i love it or what, but it give me an impact when i see this.

jennywhx
Activity Score 1142
Other |

http://jennywhx.blogspot.com jwhx:Visionary

k-rocka's picture

Gives you an uncomfortable feeling, but that's good in this case.

k-rocka
Activity Score 426
Graphic Designer
Chocolat's picture

very disturbing indeed....but thats what the idea is, to be disturbing enough to leave an impact. I'm not sure if i like this but i can't deny that I'm going to remember it for a while.

Chocolat
Activity Score 286
Art Director
truecopy's picture

Pretty bold...As if Larry Flint was the copy on this one..

truecopy
Activity Score 399
Copywriter |

"Sex sells. Truth even better." - A friend

ellehcimeo's picture

Two thumbs up. Great cause and great ad.

ellehcimeo
Activity Score 3376
Art Director
Rog's picture

Care to rephrase that, elle?! :)

Rog
Activity Score 6080
Copywriter |

>>>> That's not an ad. THIS is an ad.

ellehcimeo's picture

Two thumbs down? And around and around? Oh dear. Sorry. Can anyone say "repressed"?

ellehcimeo
Activity Score 3376
Art Director
TheVinchiFish's picture

Just tiny issue on gals or older. Rare topic and nice tone delivery with impact.

TheVinchiFish
Activity Score 86
Creative Director
Beatboxer's picture

BANG!!! Straight on...

Beatboxer
Activity Score 1517
Copywriter
Fk Mikenj's picture

OMG i cant understand anything about kid girl, father and mother here, or im too young?

Fk Mikenj
Activity Score 197
Graphic Designer
Guest's picture

Hello! Good Site! Thanks you! psspczoibaiwo

Guest
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