Female genital mutilation is still an issue. Every 11 seconds a girl is circumsized somewhere in the world. Even in developed countries like Germany 50’000 women and girls are affected.

We were asked to raise awareness for this terrible abuse of human rights. To create an attention-grabbing campaign educating the public about this cause and raising money for the fight against FGM.

The objectives were to “open the eyes” of the public to this cruel ritual, make people aware of the problem and to raise money to educate change agents.

This is a zero budget project. Everyone participated for free to make the campaign happen – the agency, the photographer, the film production, famous supporters and all the guys behind and in front of the cameras.

The campaign just started with print, posters and in social media – driven by national and international supporters. All media and support was free of charge.

A strong key visual – closed eyes, tilted by 90 degrees – that look like a mutilated vagina. Combined with the message “Open Your Eyes” it powered a strong movement to fight FGM.

The campaign was published in print, as posters and in social media.

The key visual was present in all chosen design elements – print ads, posters, microsite, Facebook and Instagram posts.

During the design development we realized, that not every eye was suitable to get that striking visual effect. So we had to shoot many affected women to find the perfect range of motives.

Scale:

A4 and Citylight