The brutal and often unsanitary practice of FGM leaves the victims not only in unimaginable pain during the cutting, but leads most of them to a life of mental and physical health issues, lasting pain, infertility and one in four women dies during or as a result of "the cut". FGM can not be compared to the circumcision of the male gender. The facts speak their own language. The goal was to bring those facts to a wider audience and to reignite the conversation around FGM with an emotionally touching and visually stirring campaign.

Female Genital Mutilation (FGM) is often brought to victims as the passage from girl to woman. As a celebration. But to the survivors, the ritual is nothing to celebrate. In western culture, all kinds of celebrations feature a cake. Like the celebration of the vulva on social media. We took that trend to show the unshowably brutal data on FGM.

As Terre des Femmes operates on a very small budget and everybody involved (except the cupcake bakers) worked pro bono, there was not much of a data driven strategy to be followed. Also the main goal was to raise awarness in the audience of Terre des Femmes. We surley concentrated on scoial media to get response on the camapign and stirred quite the discussion. Other assets like print ads and Out of Homes of course were not applicable to get results.

The campaign was started and fully enrolled from May 7th on onwards on Social Media, OOH and print ads.

As the data gave our campaign the dept it needed and the visual approach made the brutal data approachable, we mastered to show the unshowable in an appealing yet stirring way and certainly enhanced the customer experience in this project to raise awareness.

The campaign polarized especially on social media and reignited the conversation around FGM. Traffic to background information on website was raised and Terre des Femmes gained in overall attention around the topic of FGM and in general.