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Shocking Image Urges You to Open Your Eyes to the Horrors of Female Genital Mutilation

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Grey Düsseldorf teams with non-profit Terre Des Femmes to launch harrowing campaign

Shocking Image Urges You to Open Your Eyes to the Horrors of Female Genital Mutilation

It happens every day all over the world – even in Germany: female genital mutilation (FGM). Worldwide more than 200 million women are affected by this cruel 'tradition' – 48,000 of them live in Germany. Nevertheless, the problem is not visible to most people. Terre Des Femmes wants to change this with the new campaign 'Open your eyes,' created by Grey Dusseldorf punctually in time for the Worldwide Day of Genital Autonomy on May 7th.

The main idea comes across with a visually strong motive. A vertical image of a closed eye of a women is the key visual. Matching the campaign motto, the eye opens and reveals the true image content. The motives are spread by activists of the Terre Des Femmes network, bloggers and celebrities via Facebook, Twitter and Instagram and the dedicated microsite.

The campaign is intended to help Terre Des Femmes in its enlightenment work and open the eyes of the general public to this problem. “We are happy to be able to draw attention to such an important subject with such an image-intensive and attention-grabbing action,” adds Dr. Idah Nabateregga from the department against female genital mutilation of Terre Des Femmes.

Hashtags were used to spread the campaign through social media channels: #openyoureyes #eyesonfgm #endfgm #hope #terredesfemmes #womanrights. You can find the campaign micro site at

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Creative Agency

Creative Agency: Grey Dusseldorf

Categories: Charity, Corporate, Social and PSAs, Tue, 06 Jun 2017 16:25:45 GMT