FONDAZIONE L’ALBERO DELLA VITA –
Just a doll.
Female Genital Mutilation also affects Europe. It is estimated that about 600,000 women live with the physical and psychological consequences of FGM every day and another 190,000 are at risk of suffering this harmful practice. This is the leading theme of the campaign created for the Fondazione L’Albero della Vita, as part of the CHAT Plus – CHanging Attitude Plus project.
The creative challenge
We worked on creating an awareness campaign on the issue of Female Genital Mutilation directed at young Millennials and Generation Z to strengthen effective response mechanisms to prevent FGM and support survivors.
Workshop
Awareness-raising work began with a workshop on the topic involving girls and boys between the ages of 16 and 30, which focused on the fact that similar practices are still being perpetuated even in European contexts. Thanks to their point of view, we tried to figure out what could be an effective concept that could hit the target audience and through them, reach out to institutions, doctors and communities.
Concept
Girls are not dolls.
Execution
The youth were involved in various training modules about campaigning and an in-person co-design meeting to refine the concept developed. The project then culminated in a series of videos and a graphic novel, created by a professional illustrator, used as campaign and awareness materials to be brought to the attention of the European Commission.
The video
