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28 Too Many: Mutilated Words

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Impact BBDO Dubai wanted to highlight the damage of Female Genital Mutilation and show the hidden potential sewn up by every FGM procedure. They launched a poster campaign using handcrafted Arabic calligraphy and carefully chosen words, mutilated and stitched back together, just like the victims of FGM. The words reflect the physical, psychological and social damage. They used paper that mimicked the color and texture of skin, made from material that can’t be vandalized. They put the decision in people’s hands, urging them to pull the thread. The words unfold to reveal a hidden letter that changes their entire meaning to reflect positivity and hope. Inhuman becomes human; Pains becomes dreams; Accept becomes Condemn; Despair becomes Joy; Cruel becomes Civilized; Consent becomes Defiance. With each word, the agency revealed a fact that educated people about FGM, and drove home the message: “Some things can’t be undone”, encouraging people to say no to this awful practice.
Credits Other credits

Samantha Stuart - Managing Director

Ahmed Nawara - Graphic Designer

Husam Al Agha - Executive Arabic Proof Reader

James Keith Elgie - Digital Art Director

Abdelghany Shoair - Calligrapher

Tennyson Torcato - Creative Services Director

Noor Hassanein - Strategy Director

Emma Lightowlers - Communications Manager

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