Campaign details
Brand: Zero Tolerance RibbonBrand owner: 28 Too ManyLead agency: Impact BBDOCountry: EgyptIndustries: Charities & voluntary organisationsMedia channels: Direct marketing, Online video, Other & ambient mediaBudget: Up to 500k
Executive summary
The Zero Tolerance Ribbon is the unifying symbol that not only raised awareness around female genital mutilation, but also became the voice of a movement to say 'no' to the practice. Taking the universal Awareness Ribbon, we turned it on its head to literally spell out 'no' in Arabic.
We attacked the practice further upstream...