In TBWA\Zurich's Terre Des Femmes campaign, an X chromosome is the star
With a tiny X chromosome as the protagonist, TBWA\Zürich is raising awareness of gender-based violence against girls and women to mark the 40th anniversary of Terre Des Femmes.
It is a microscopically small chromosome that decides the sex of a child months before birth. And thus, absurdly, also how much it will earn and how high its chances are of ending up in a violent partnership, being married off as a minor or being raped.
A frightening fact that the women's rights organization Terre Des Femmes Germany is drawing attention to in a nationwide awareness campaign under the hashtag #bornequal.
For 40 years, Terre Des Femmes has been working to ensure that girls and women have equal rights, self-determination and freedom. The women's rights organization works, among other things, on the key issues of female genital mutilation, early and forced marriages, and sexualized violence.
The campaign was created by TBWA\Zurich and includes, in addition to a TV spot, various print ads, over 30 poster motifs and year-round social media and PR activities. The campaign is distributed by OMD.
"Especially for the 40th anniversary, it was important for us to create a campaign platform in which every focus topic of the organization finds a place. And absurdly enough, the X chromosome is ultimately the absurd intersection for suffering and disadvantage that girls and women face worldwide," says Manuel Wenzel, Executive Creative Director at TBWA\Zurich.
Gesa Birkmann from Terre Des Femmes adds: "The concept convinced us immediately. It packages the cruel facts we are confronted with every day and creatively exposes the senselessness and groundlessness of violence against girls and women all over the world."
Responsible at Terre Des Femmes Germany: Christa Stolle (Federal Managing Director), Gesa Birkmann (Head of Department Themes and Projects). Responsible at TBWA\Zurich: Manuel Wenzel, Angelo Sciullo, Calvin Kroehne, Isabelle Benz, Lisa Bolte, Alisea Ferrara, Domenico Catena (creation), Stephan Sliwensky (digital), Nadja Stickl (consulting).Partner: Jurg Neve (Director), KATANÁNGA (Creative Studio), Artbox (Production), Geert Jansen (Executive Producer), Sonja Dam (Project Manager), Jurg Neve, Marcus Driessen (Design), Jurg Neve, Kees Sparnaaij (Animation), Rebusfarm (Rendering, Special Thanks), MOKOH Music Berlin (Music & Audio Production), Tobi Vogel, Stephan Moritz (Music Composer), Stephan Moritz (Audio Mix), Nina Hoss (Voice Over Deutsch).
