Campaign details

Brand: Zero Tolerance Ribbon
Brand owner: 28 Too Many
Lead agency: Impact BBDO
Country: Egypt
Industries: Charities & voluntary organisations
Media channels: Direct marketing, Online video, Other & ambient media
Budget: Up to 500k

Executive summary

The Zero Tolerance Ribbon is the unifying symbol that not only raised awareness around female genital mutilation, but also became the voice of a movement to say 'no' to the practice. Taking the universal Awareness Ribbon, we turned it on its head to literally spell out 'no' in Arabic.

We attacked the practice further upstream than ever before, partnering with hospitals to bring newborn girls out to their parents with the pin proudly displayed on their chests, giving a loud voice of protest to the voiceless.

We launched the movement simultaneously online and in hospitals, and turned the walls of hospitals where the procedure was sometimes performed, into a vehicle for the campaign through guerrilla projections.

Market background and cultural context