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Open Your Eyes

Terre des Femmes

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    Terre des Femmes

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    OVERVIEW

    Every 11 seconds a girl or young woman is circumcised. This is a shocking statistic relating to a serious human rights violation: above all against the right to physical and mental integrity but also the right to self-determination; the right to the best attainable state of health and the right to freedom from torture. Due to migration and an increasing global population, FGM (Female Genital Mutilation) is happening closer to home than you might initially think. The rate is steadily rising in Germany, for example, with 48,000 affected and almost 10,000 girls at risk. Grey Germany worked alongside not-for-profit women's organisation Terre des Femmes to raise public awareness of the issue with the campaign #EyesOnFGM. A microsite was launched on May 7th, Worldwide Day of Genital Autonomy, using attention-grabbing imagery of a closed eye that makes you do a double-take, due to its resemblance to circumcised female genitalia, before literally illustrating the eye being opened - in keeping with the campaign title.

  • Industry:
    Non-Profit
  • Services:
    Digital
  • Channels:
    Website, Social Media
  • Office:
    EUROPE HQ
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    AWARDS
    • Cannes Lions 2017 - Gold - Health & WellnessCannes Lions 2017 - Gold - Health & Wellness
    • Cannes Lions 2017 - Bronze - Health & Wellness, Print & Publishing, DesignCannes Lions 2017 - Bronze - Health & Wellness, Print & Publishing, Design

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