Score:
6.2

Peaked and Warm
10,008 clicks in 214 w

Ads to Stir Awkward Emotions

AMAM Against Genital Mutilation

Ayman
2,222 Trends
18.7 MM Views

Rockstar

This extremely provocative and explicit ad for Association of Women Against Genital Mutilation (AMAM) just won an IAA Responsibility Award 2008 at the International Advertising Association first Socially Responsible Communications Awards 2008.

The shocking ad features a woman with her legs spread with a message on a special circle over her private area that invites you to “wet your finger and rub to find out what millions of women feel”. After you follow the instructions, the special ink reveals the word “NOTHING”.

The message becomes instantly clear: when you “circumcise” and mutilate a woman’s genital organ, you deprive her from one of the basic and essential human rights; to actually enjoy intercourse.

The campaign was created by Contrapunto Advertising Agency, Barcelona, Spain.

Check out the grand winner of the IAA Responsibility Award 2008:

10,008 clicks • Published: Apr 17, 08 • References: and adme.ru

Score:
6.2

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Jessica Frank on Apr 16, 08 10 Trends 24 Comments

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This is intense, I'm pleasantly shocked that this ad got the green light. Most would find it too risky, but when dealing with this topic it works to set a level of unease and embarressment in addition to interacion.

bedlamite23 on Apr 16, 08 0 Trends 85 Comments

I'm getting pretty sick of it actually, every day something like this pops up on Trendhunter, let me guess there are no non-sexual trends left?

Ayman on Apr 16, 08 2,222 Trends 2,643 Comments

bedlamite, the fact that this has won a Socially Responsible Communications Awards 2008 about a week ago speaks for itself

oh you told me...

Bianca Bartz on Apr 16, 08 4,969 Trends 3,959 Comments

You can't see something like this without being emotionally impacted. It's intense, it's so well done. That deserves an award.

Jeremy Gutsche on Apr 16, 08 1,738 Trends 2,888 Comments

bedlamite, I do agree that we are getting too many submissions in that category right now... So we are trying to space things out a bit and hold back on publishing some of the naughtier stuff.

lourdes sanchez bayas on Apr 16, 08 1,236 Trends 337 Comments

Pretty intense and I too am surprised it did not get the "too naughty" kiss of death flag. But I'm glad it is getting published. Kudos to the Chief TrendHunter and the editor/publisher but above all kudos to Ayman for a well-written trend.

Thanks lourdes :) I second your kudos to the editors. Having seen celebrity shaped buttplugs, sex dolls and sex toys published, it would have been a shame to see such a seious campaign been labeled "too naughty". Our trends are a reflection of our sex-obsessed world.