AMAM: Campaign against female genital mutilation
Wet your finger and rub to find out what millions of women feel
Over two million girls suffer genital mutilation every year.
After following the instructions, thanks to a special ink, the word NOTHING appears underneath.
The AMAM association has very few members and strictly limited funds, for which reason it had to run a campaign with few resources but convincing, with a high profile. This is why a free postcard was chosen, to be distributed at strategic points where the target audience was to be found: arthouse cinemas, theatres, galleries, etc. The postcard’s impact was visible very quickly, with donations, e-mails and even mentions in the media.
Advertising Agency: Contrapunto, Barcelona, Spain
Creative Directors: Tomás Oliva, Manuel Padilla
Art Director: Lorena Martí
Copywriter: Sara Piñana
Client service: Ariadna Céspedes