ActionAid: Viral videos brutally cut with a message about Female Genital Mutilation

This case study details how ActionAid, an international charity, raised awareness of Female Genital Mutilation (FGM) among the UK population through online video.

ActionAid: Viral videos brutally cut with a message about Female Genital Mutilation

Agency: Weber Shandwick

ActionAid believes awareness is the first step to ending Female Genital Mutilation (FGM). The objective was to generate conversation and greater understanding among the UK population. This would give ActionAid a credible voice for fundraising around the issue, and help to end FGM, for good.

Strategy

ActionAid wanted to get more people talking about the uncomfortable subject of female genital mutilation (FGM).

To highlight this most brutal of cuts they created a #BrutalCut of their own: video messages from Kenyan girls facing FGM, unexpectedly cut...

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