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.

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

The Idea is to develop local capacities that will eventually end FGM in these states over three years. The stopcut Project will also take the help of important institutions such as ministries, religious organizations, media, etc., to make this a successful movement. HACEY health initiative selected these states based on their high FGM rates.

This Project is Indeed vital because, in a country like Nigeria, where there are many other problems, women’s safety and rights are often sidelined. This initiative will affect the lives of 6000 women across 3 Nigerian states.

Credits
Brand: HACEY Health Initiative
Campaign: The StopCut Project