Campaign details
Advertiser: ActionAidUKBrand: ActionAidUKAgency: Weber ShandwickCountry: United Kingdom
Summary
ActionAid challenged us to get more people talking about the uncomfortable subject of female genital mutilation (FGM).
To highlight this most brutal of cuts, we created a #BrutalCut of our own: video messages from Kenyan girls facing FGM, unexpectedly cut into content by vloggers, influencers and publishers.
Millions of people saw and talked about #BrutalCut: the campaign had a total reach of over 152 million.
On a minimal budget, this innovative use of influencers and media sparked thousands of conversations in solidarity with...