TBWA\Zurich and Terre des Femmes shake things up with cupcakes
In the fight against female genital mutilation, the women's rights organization has launched a moving campaign: While some celebrate, others await the blade.
In many places, female genital mutilation is part of the ritual of initiation from girl to woman. But the ritual is no cause for celebration for those affected: in most cases, they suffer from the consequences of circumcision for the rest of their lives. To raise awareness of the still widespread ritual, TBWA\Zurich has developed a stirring campaign for Terre des Femmes: While other girls get to celebrate an important milestone in their lives with a cake, for others the blade awaits.
Symbolic of this are the vulva cakes that have established themselves on social media in recent years as a popular subject and party gag, and not just among feminists. This cheerful and positive atmosphere contrasts painfully with the facts surrounding the issue of female genital mutilation in headlines and longcopies. The campaign launched on May 7, International Genital Self-Determination Day, and continues to roll out on social media and OOH.
Responsible at Terre des Femmes: Gesa Birkmann (Head of Division "Issues, Projects"), Sina Tonk (Head of Division "Policy and Projects"), Lisa Kaiser (Head of Division "Press and Public Relations"). Responsible at TBWA\Zurich: Manuel Wenzel, Sarah Rüegger, Katharina Binder (creation); Jasmine Segginger (consulting) Fabrice Studer (photography), Noémi Rubera (DTP). External partners: Sven Germann (photography).
