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.
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