Arabic calligraphy – Campaigns of the World https://campaignsoftheworld.com Best Advertising Campaigns & Creative Marketing Ideas Sat, 20 Aug 2022 05:41:41 +0000 en-US hourly 1 https://wordpress.org/?v=7.1.4 https://campaignsoftheworld.com/wp-content/uploads/2014/10/cropped-COTW_fav-2-32x32.png Arabic calligraphy – Campaigns of the World https://campaignsoftheworld.com 32 32 28 Too Many – Mutilated Words https://campaignsoftheworld.com/creative-print-ads/28-too-many-mutilated-words/ Fri, 08 Oct 2021 16:56:37 +0000 https://campaignsoftheworld.com/?p=24682 Impact BBDO Dubai wanted to highlight the damage of Female Genital Mutilation and show the hidden potential sewn up by every FGM procedure.

28 Too Many launched a poster campaign ‘Mutilated Words’ using handcrafted Arabic calligraphy and carefully chosen words, mutilated and stitched back together, just like the victims of FGM.

The words reflect the physical, psychological and social damage. They used paper that mimicked the skin’s colour and texture, made from material that can’t be vandalized. They put the decision in people’s hands, urging them to pull the thread. The words unfold to reveal a hidden letter that changes their entire meaning to reflect positivity and hope. Inhuman becomes human; Pains becomes dreams; Accept becomes Condemn; Despair becomes Joy; Cruel becomes Civilized; Consent becomes Defiance. With each word, the agency revealed a fact that educated people about FGM and drove home the message: “Some things can’t be undone”, encouraging people to say no to this awful practice.

28 Too Many: Mutilated Words

Credits
Campaign: Mutilated Words
Advertising Agency: Impact BBDO Dubai
Brand: 28 Too Many

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