Bronze Lion in Cannes & Grand Prix winner at Dubai Lynx
When “Desert Flower”, the film about the life of the super-model Somalia born Waris Dirie was launched over a decade ago, the whole world found out there are places on this planet where female genital mutilation (FGM) is still very much in place. Called “female circumcision”, the practice of removing the external parts and often them sewing up young girl’s genitalia in readiness for marriage remains an ancient ritual in Egypt, Sudan and some Western African countries. In the name of 28 to many London based NGO and the Rofayda Health Park Hospital in Giza, Impact BBDO Dubai created a powerful, design driven campaign that lead to law changing in Egypt. The universal awareness symbol, the ribbon, was turned upside down, redesigned into the Arabic for “No”. Under this blue ribbon umbrella, was launched a multilayered campaign, mobilizing parents to sign against their newly born daughters genital mutilations, inviting society to react and evolve and officials to publicly ban the harmful practice.
“The Zero Tolerance Ribbon” won 13 awards at Cannes Lions 2019. Two Bronze Lion at Brand Experience & Activation and Industry Craft. And 11 shortlisted awards at Design, Health & Wellness, Brand Experience & Activation and PR.
AGENCY: IMPACT BBDO Dubai
CLIENT: 28 TOO MANY
CHIEF EXECUTIVE OFFICER: Dani Richa
CHIEF CREATIVE OFFICER: Paul Shearer
CREATIVE DIRECTOR: Logan Allanson
CREATIVE DIRECTOR: Tres Colacion
ASSOCIATE CREATIVE DIRECTOR: Ben Griffiths