Grand Prix for Good

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

ArabAd - - COVER STORY -

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.

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