Campaign against female genital mutilation

April 2007

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.

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

Comments (23)

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dklimke's picture
Activity Score 23

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?

copycomoelcopi's picture
Activity Score 822

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.

Advertising Pawn's picture
Advertising Pawn
Activity Score 419

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


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bigbadfatmadafaka's picture
Activity Score 486

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

postman's picture
Activity Score 951

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.

Spanky's picture
Activity Score 4899

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

bigbadfatmadafaka's picture
Activity Score 486

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

Slashh's picture
Activity Score 294

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.

Spanky's picture
Activity Score 4899

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.

Slashh's picture
Activity Score 294

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.

ivan's picture

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

Spanky's picture
Activity Score 4899

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.

jennywhx's picture
Activity Score 1142

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.

k-rocka's picture
Activity Score 426

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

Chocolat's picture
Activity Score 286

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.

truecopy's picture
Activity Score 399

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

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

ellehcimeo's picture
Activity Score 3376

Two thumbs up. Great cause and great ad.

Rog's picture
Activity Score 6080

Care to rephrase that, elle?! :)

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

ellehcimeo's picture
Activity Score 3376

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

TheVinchiFish's picture
Activity Score 86

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

Beatboxer's picture
Activity Score 1517

BANG!!! Straight on...

Fk Mikenj's picture
Fk Mikenj
Activity Score 197

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

Guest's picture

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