28 Too Many / Egypt / 2018Design & Packaging · Experiential
The Zero Tolerance Ribbon.
The anti-FGM charity 28 Too Many flipped the awareness ribbon upside down so it spells 'no' (لا) in Arabic, and pinned it on newborn girls in Egyptian hospitals.
- Brand
- 28 Too Many
- Agency
- Impact BBDO Dubai
- Market
- Egypt
- Region
- MENA
- Year
- 2018
The challenge
Egypt has the world's highest number of FGM cases, and the practice had moved from traditional cutters to health professionals. Awareness campaigns had not stopped it, and the movement had no recognisable symbol.
The idea
Impact BBDO inverted the universal awareness ribbon into the Arabic word for no. Launched on the International Day of Zero Tolerance for FGM, it was presented through partner hospitals to parents as they first held their baby girls, with information on FGM's harms and a pledge never to have it done to their daughter.
Results
- The Dubai Lynx entry reports 480M impressions and 500+ pledges in the first month.
- According to the entry, 35 global NGOs adopted the symbol, seven countries use it officially, and it was presented at the UN Commission on the Status of Women in 2019.
Case study source: Dubai Lynx Source ↗
Awards
- Cannes Lions 2019Brand Experience & Activation LionsBronze
Credits
- Creative agency
- Impact BBDO Dubai
- PR
- Impact Porter Novelli
- Production
- Rhino & Oxpecker
- CEO, Impact BBDO
- Dani Richa
- Chief Creative Officer, Impact BBDO
- Paul Shearer
- Creative Director, Impact BBDO
- Logan Allanson
- Creative Director, Impact BBDO
- Tres Colacion
- Associate Creative Director, Impact BBDO
- Ben Griffiths
- Associate Creative Director, Impact BBDO
- Giancarlo Rodas
- Art Director, Impact BBDO
- Taskeen Limalia
- Copywriter, Impact BBDO
- Sarah Berro
- Digital Art Director, Impact BBDO
- James Keith Elgie
- Managing Director, Impact BBDO
- Samantha Stuart-Palmer
- Strategy Director, Impact BBDO
- Noor Hassanein
- Senior Account Manager, Impact BBDO
- Salma Shahin
- Account Executive, Impact BBDO
- Emma Jane Randall
- Creative Services Director, Impact BBDO
- Tennyson Torcato
- Agency Producer, Impact BBDO
- Ann Geleen Amparado
- Creative Support, Impact BBDO
- Karim Tobgy
- Creative Support, Impact BBDO
- Fatima Kaaki
- PR, Impact Porter Novelli
- Claire Lawson
- Client, 28 Too Many
- Emma Lightowlers
- Client, Tadwein
- Amel Fahmy
- Client, Rofayda Health Park Hospital
- Sara Eissa
- Executive Producer, Rhino & Oxpecker
- Mohamed Abdelrehim
- Production Manager, Rhino & Oxpecker
- Karim Darwish
- Producer, Rhino & Oxpecker
- Aya Gafaar
- Producer, Rhino & Oxpecker
- Amal Gharbo
- DOP, Rhino & Oxpecker
- Haya Khairat
- DOP, Rhino & Oxpecker
- Marco Michael Abdo
