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
Photography: Guixa
Client service: Ariadna Céspedes

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23 comments

dklimke's picture
dklimke
23 pencils

Holy Crap!

I could never imagine a campaign like this making it's way stateside. Is there any reaction to a piece of material like this in Spain? Or is the public less reactionary?

copycomoelcopi's picture
copycomoelcopi
822 pencils

i guess they're more progressive… u know, this issue is horrible and disgusting and maybe a flamboyant way to tell it won't have the right effect. i think.

Advertising Pawn's picture
Advertising Pawn
419 pencils

Wow. That's a quite direct and effective way to tackle the subject. Any comments from those who were exposed to this ad?

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bigbadfatmadafaka's picture
bigbadfatmadafaka
488 pencils

The topic is really cool and dramatic...how can this ppl do this to girls. Stong piece of work...congratulations.

postman's picture
postman
951 pencils

First I was like 'Oh no!' but now I like these. Usually it's "just" about possible infections during the procedure of genital mutilation. Now this is new and strong.

Spanky's picture
Spanky
4895 pencils

is it just me or do these look a little pedophilic? should have used an older looking woman.

bigbadfatmadafaka's picture
bigbadfatmadafaka
488 pencils

Didnt saw it that way at first but your very right.

Slashh's picture
Slashh
294 pencils

Using older women would be misleading because this mutilation is done to very young girls. Single digits in age. Yes, it's horrible and sickening to even think about. This ad is showing you the unvarnished truth about this issue. Just as they should.

Spanky's picture
Spanky
4895 pencils

except that you shouldn't be rubbing a 12-year-old girl's vagina in the first place. and the effects are permanent. so it would make perfect sense to use a woman in her 20s or 30s.

Slashh's picture
Slashh
294 pencils

How would showing a 30 year old woman visually tell the story that this ritual mutilation was done to her when she was only 7 years old? Showing an older woman might imply that this was a choice she made as an adult. Showing these girls at the age it actually happens is much more compelling and tells you they obviously had no choice is brutal tradition. One that is always approved by, and forced upon her by at least one of the parents. Usually the father. Don't hide the truth. When we hide and water down the truth, the atrocities continue.

ivan's picture
ivan

Little girls will probably feel pain. Adults will feel nothing. Just guessing...

Ivan Raszl, admin of AotW

Spanky's picture
Spanky
4895 pencils

showing kiddie porn does nothing to make the idea any stronger. and visually, the idea is blind. you don't know that they're talking about genital mutilation until you read the copy. which is where they explain that it is done against their will at a young age. the woman in the photo probably is older (or else they would have been arrested). but it's probably stock. and they probably didn't put as much thought into that as they should have.

jennywhx's picture
jennywhx
1142 pencils

something that will never able to distribute in my country, conflict yes. But kinda...bold.
bold stuffs attract people, and this does attract me.
couldn't say i love it or what, but it give me an impact when i see this.

k-rocka's picture
k-rocka
428 pencils

Gives you an uncomfortable feeling, but that's good in this case.

Chocolat's picture
Chocolat
288 pencils

very disturbing indeed....but thats what the idea is, to be disturbing enough to leave an impact. I'm not sure if i like this but i can't deny that I'm going to remember it for a while.

truecopy's picture
truecopy
400 pencils

Pretty bold...As if Larry Flint was the copy on this one..

"Sex sells. Truth even better." - A friend

ellehcimeo's picture
ellehcimeo
3522 pencils

Two thumbs up. Great cause and great ad.

Rog's picture
Rog
6094 pencils

Care to rephrase that, elle?! :)

>>>> That's not an ad. THIS is an ad.

ellehcimeo's picture
ellehcimeo
3522 pencils

Two thumbs down? And around and around? Oh dear. Sorry. Can anyone say "repressed"?

TheVinchiFish's picture
TheVinchiFish
86 pencils

Just tiny issue on gals or older. Rare topic and nice tone delivery with impact.

Beatboxer's picture
Beatboxer
1519 pencils

BANG!!! Straight on...

Fk Mikenj's picture
Fk Mikenj
197 pencils

OMG i cant understand anything about kid girl, father and mother here, or im too young?

Guest's picture
Guest

Hello! Good Site! Thanks you! psspczoibaiwo

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