< 2019 부산국제광고제 Gold - Mutilated Words >

 

이번에 소개시켜드릴 작품은 2019 부산국제광고제 Print 부문에서
Gold를 수상한 Impact BBDO의 Mutilated Words입니다.

FGM, 여성 할례와 관련된 캠페인인데요.

전세계적으로 2억 명

의 여성들이 영향을 받은 할례(FGM)는 여성 생식기를 절단하거나 제거하는 유해한 행위입니다. 
이집트에서는 87% 이상의 여성이 할례의 피해자이며, 세계에서 가장 높은 비율을 차지하고 있죠. 

할례는 오랫동안 지켜온 관습으로, 누구라도 기억할 수 있는 한, 
오래전부터 한 세대에서 다음 세대로 전해져 왔고
이집트 사회에서 널리 퍼져나가면서 흔하고 일반적인 관습이 된 것입니다. 

28 Too Many는 이 불법적인 관습에 대한 인식을 높이고, 
할례의 완전한 끝을 돕기 위해 Tadween과 제휴하였습니다. 

최소한의 예산과 최대치의 효과로 온 나라에 인식을 확산시키는 것이 목적이었는데요.

그 관습을 다시 소개하면서 그들의 삶에서 익숙해진 할례에 대한 인식에 도전하는 기술을 취해야 했습니다. 

그렇게 하기 위하여, 할례에 의해 해롭게 변형되는 영향을 타겟에게 분명하게 표현해야 했고  
그들이 딸에게 그 관습을 실행하기로 결정했을 때, 그들이 초래하는 돌이킬 수 없는 피해를 인식할 수 있도록 해야 했죠.

그렇게 시작된 Mutilated Words - 훼손된 단어 캠페인은
할례의 신체적, 심리적, 사회적 피해를 반영합니다. 

인쇄물과 포스터는 수공예 아랍어 캘리그라피와 신중하게 고른 단어를 사용하였고,
컬러와 텍스처를 피부처럼 만든, 찢을 수 없는 종이에 인쇄하였습니다. 

그리고 단어가 쓰인 종이 중간은 실로 봉합되어졌죠. 

 

결정은 사람들의 손에 맡기고, 그들에게 봉합된 실가닥을 당기라고 권했습니다. 

각 단어들과 함께, 할례에 대해 교육된 사람들에게 그 FACT를 밝혔습니다. 

inhuman - human / 비인간적인 - 인간적인
pain - dreams  / 고통 - 꿈
cruel - civilized / 잔혹한 - 문명화된
shame - defiance / 수치심 - 저항
despair - joy / 절망 - 기쁨
cut - condemn / 자르다 - 비난하다 

할례는 돌이킬 수 없는 일이며, 세계 여성 할례 금지의 날인 2월 6일(2019), 

이집트에서 병원과 컨퍼런스들을 통해
캠페인은 시작되었습니다. 

10만명 이상의 사람들이 참여하고, 1000% 이상의 할례의 폐해에 대한 인식이 증가했으며
웹사이트는 문의와 접속량이 450% 증가하였습니다. 

불법적인 관습인 할례에 대한 인식을 바로 잡고, 할례의 위험에 있는 여성들을 구하기 위한 광고, 
Impact BBDO의 Mutilated Words였습니다. 

Title : Mutilated Words

Brand : 28 Too Many

Name of Company : Impact BBDO

 

Female Genital Mutilation (FGM) is the harmful practice of cutting or removing the female genital organs. Globally 200 million women have been affected. In Egypt

alone over 87% of women are victims of FGM, which makes it the highest rate in the world. 28tooMany, in partnership with Tadween, wanted to raise awareness

about this unlawful practice, to help put an end to it. The objective was to spread awareness across the country with maximum impact and minimum budget.

 

The long-held practice has been passed down from one generation to the next since as far back as anyone can remember. Its prevalence among Egyptian society

has made it commonplace, a normal and common practice. We had to adopt a technique which re-introduced the practice and challenge the perceptions of those

who have been familiar with it all their lives. In order to do so, we had to clearly put the harmful transformative effects of FGM in the hands of our target, allowing

them to realize the irreversible damage they cause when they decide to carry out the practice on their daughters.

 

On the 6th February, Zero-Tolerance day - over 100,000 people engaged with the campaign across Egypt in clinics and hospitals Awareness of the harmful effects

of FGM increased in 10 folds as we saw an increase of inquiries and traffic up to 450% on our website.