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Advertising campaign "Association of Women Against Genital Mutilation (More than 140 million women in the world are condemned to feel nothing)"

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Association of Women Against Genital Mutilation: Razor

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	See full size 1300x867 px
Released:	June 2008
Advertiser:	AMAM
Brand name:	AGAINST FEMALE GENITAL MUTILATION
Agency:	Contrapunto BBDO
Country:	Spain
Category:	Public health & safety
Tags:	ambient Direct marketing Creative review Collection of women anti-abuse ads Social Advertising

Credits:

Challenge: Creating a campaign with a little budget to make women aware of the need to collaborate with Association of Women Against Genital Mutilation (AMAM).

Solution: We produced hygienic protectors for women's swimming costumes with an image of a razor blade (as used in genital mutilation practice) and text saying: "very year two million girls worldwide are unable to avoid genital mutilation".

Results: During the activity we registered a 72% increase in web visitors, resulting in a increase of phone calls to the association.

Advertising Agency: Contrapunto BBDO, Barcelona, Spain
Creative Directors: Tomas Oliva, Carlos De Javier
Art Director: Lucas Jatobá
Copywriter: Marta Caseny
Photographer: Eduardo Colesi