CUTCAKES - TERRE DE FEMMES

In many places, female genital mutilation is part of the ritual of initiation from girl to woman. But the ritual is no reason to celebrate for those affected: they usually suffer from the consequences of the circumcision for the rest of their lives. To raise awareness of the still widespread ritual, we have developed a stirring campaign together with Terre des Femmes: While other girls can celebrate an important milestone in their lives with a cake, for others the blade awaits.

Symbolic of this are the vulva cakes, which have established themselves as a popular subject and party gag on social media in recent years, and not just among feminists. This happy and positive atmosphere is in painful contrast to the facts about female genital mutilation in headlines and long copies. The campaign launched on May 7th, International Day of Genital Empowerment, and continues to roll out across social media and OOH.

CREDITS
Customer Gesa Birkmann • Text Sarah Rüegger • CCO Manuel Wenzel • Photo Sven Germann & Fabrice Studer

AWARDS:
CLIO GOLD, CLIO SILVER, CLIO GRAND
https://clios.com/awards/winner/creative-use-of-data/terre-des-femmes/cutcakes-517323