CHALLENGE

Three million girls in Africa are at risk of female genital mutilation (FGM) each year. We needed to generate greater awareness in the UK, the first step to ending this brutal tradition.

 

STRATEGY AND IDEA

In the run-up to cutting season, we’d communicate this most brutal of cuts with a “brutal cut” of our own: a short video message from a Kenyan girl who faces FGM that could be cut into any video content our audience might be watching. Just like the FGM cut, its use would be sudden, unforgiving, and brutal.

 

IMPACT

#BrutalCut reached over 152 million, provoked thousands of conversations (over 1,000 on Twitter alone) and exploded to become social and news currency, covered by the Independent, Teen Vogue, BBC Asian Network and Mashable. Awareness generated by the campaign helped win ActionAid over £2.6 million in lottery funding. This will enable the build of community safe centres to help protect girls from FGM - and support other anti-violence campaigns for women and girls. Feel free to give me a call if you would like to chat through it