About
Client: Options UK & The Girl Generation
Industry: NGO
Deliverables
Brand Strategy
Creative Design
Social Media Posters
Video Animation
FGM continues to inflict severe physical and mental harm on millions of women and girls across the continent and in the diaspora, yet it remains largely unnoticed compared to other pressing issues. To address the pervasive practice of female genital mutilation (FGM), there was a need to bring it back into the spotlight.
Our insight was clear: we had to spark real change. We embarked on a mission to amplify voices that had long been muted. To truly tackle and end FGM, we needed to enlist the passion and energy of Africa’s youth. Their engagement was not just crucial for awareness but pivotal in driving meaningful change within their communities. Enter the ‘I WILL END FGM’ campaign, a bold initiative by Options UK and The Girl Generation.
This youth-led movement empowered young advocates to speak out against FGM, educating themselves and others about its harmful effects. Concurrently, we launched the ground-breaking Pan-African END FGM YOUTH SUMMIT, uniting young leaders from diverse backgrounds to strategize and inspire action.
Through bold storytelling and innovative advocacy, we reignited a dialogue that had started to fade. The campaign didn’t just highlight the issue; it sparked a movement where youth became catalysts for transformation, reclaiming hope and building a future where every girl could thrive free from harmful traditions and the shadows of FGM.
The campaign ran across 8 countries and unique reach of 6,851,536 people on digital platforms as well as 18,746, 654 organic impressions.
