ActionAidUK: #BrutalCut

ActionAid, an international NGO, raised awareness in the UK about Female Genital Mutilation (FGM) by launching a campaign that saw digital, cinema and media content cut by a video message from victims.

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...

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