Grand Prix for Good

IMPACT BBDO, DUBAI, UAE, ‘Zero Tolerance Ribbon’, 28 Too Many

THE IDEA

The Zero Tolerance Ribbon is the unifying symbol that not only acted as an element of awareness around Female Gender Mutilation (FGM), but that also became the voice of a movement to say ‘No’ to this inhumane practice. Taking the universal shape of the Awareness Ribbon, it got turned on its head to literally spell out the word ‘NO’ in Arabic. The practice was attacked further upstream than ever before, with hospitals partnering up and where newborn girls were brought in to their parents with the pin proudly displayed on their chests, giving a loud voice of protest to the voiceless. Along with the pin, the parents were educated on the harmful physical, psychological and social effects of Female Genital Mutilation on their daughters. They were then encouraged to protect their child’s rights by signing a pledge to never perform the procedure on her. The movement was launched on the International Day of Zero Tolerance for Female Genital Mutilation.