Amam: Razor

Credits & Description:

Challenge:
Creating a campaign with a little budget to make women aware of the need to collaborate with Association of Women Against Genital Mutilation (AMAM).

Solution:
We produced hygienic protectors for women's swimming costumes with an image of a razor blade (as used in genital mutilation practice) and text saying: "very year two million girls worldwide are unable to avoid genital mutilation".

Results:
During the activity we registered a 72% increase in web visitors, resulting in a increase of phone calls to the association.

Advertising Agency: Contrapunto BBDO, Barcelona, Spain


Creative Directors: Tomas Oliva, Carlos De Javier


Art Director: Lucas Jatobá


Copywriter: Marta Caseny


Photographer: Eduardo Colesi