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2018 One Show - Cross-Platform

Open your eyes

Agency Grey Germany / Duesseldorf

Client Terre des femmes - Menschenrechte für die Frau e.V.
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OS_CP18057M

About the Work

Every 11 seconds a girl’s or a young woman’s genitals are mutilated. Worldwide, more than 200 million are affected by “Female Genital Mutilation” (FGM). This horrific practice even takes place in western countries like Germany. Terre des Femmes has been fighting FGM for years and intends to raise the awareness. The aim was to create a strong visual idea that draws attention to the issue and opens the viewer’s eyes – starting at the global “Day of Genital Self-determination”. The result: eyes that looked like circumcised female genitals. This simple yet powerful visual was combined with the claim “Open your eyes”. It started an initiative, assisted by influencers and celebrities that couldn’t be ignored. Online, people got to know the personal stories of affected women and could subsequently share the message. The campaign lead to an increase in the number of supporters and donators for the movement against FGM.