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Terre des femmes - Open your eyes / Awareness campaign

Terre des femmes - Open your eyes
Terre des femmes - Open your eyes

Discipline: Communication

Terre des femmes - Open your eyes

Discipline: Communication

Worldwide, more than 200 million women and girls are affected by female genital mutilation (FGM). This horrific practice takes place even in Western countries. Terre des Femmes has been fighting FGM for years. The aim of this online campaign, launched on the global “Day of Genital Self-determination,” was to a create strong visual image that draws attention to the issue and opens the viewer’s eyes. The result: eyes that resemble circumcised female genitals. This simple yet powerful visual was combined with the slogan “Open your Eyes.” The campaign's website exposed visitors to the personal stories of women affected by this practice, also giving them an opportunity to share the campaign's message.

  • DATE OF LAUNCH 2017

  • DEVELOPMENT TIME up to 12 months

  • TARGET REGIONS Europe

  • TARGET GROUPS Consumer / User, Specific sub-group: Wider public, esp. potential donors

This campaign is attention-grabbing and calls on people to open their eyes about female genital mutilation. The photography is strong and dramatic and deeply touching. This campaign really needs no further words of explanation. It is a bold and brave visual statement!
Gold Statement
Client / Manufacturer

TERRE DES FEMMES

TERRE DES FEMMES
Menschenrechte für die Frau e. V.
Berlin, Germany

Design

GREY Group

Grey Germany / KW43 Branddesign
Düsseldorf, Germany

Fabian Kirner Alexandros Antoniadis Martin Venn Markus Werner Thomas Kuhn Hajo Müller Sandra Herich

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