# Ads to Stir Awkward Emotions AMAM Against Genital Mutilation By Ayman | Published 2008-04-17 | Naughty Source: Trend Hunter, https://www.trendhunter.com/trends/shockvertising-against-mutilation References: [adme.ru](http://www.adme.ru/festivali_i_konkursy/2008/04/11/22400/) 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](https://www.trendhunter.com/trends/led-basketball-court) 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: ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 79% | Activity: 93% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Naughty](https://www.trendhunter.com/naughty) ## Key Themes ### What Makes This Trend Stand Out - **Shock Advertising:** Opportunity for brands to create bold and explicit campaigns to raise awareness for social issues. - **Socially Responsible Communication:** Shift towards communication strategies that promote social causes and ethical values. - **Women Empowerment:** Growing focus on promoting the empowerment and rights of women through advertising and media campaigns. ### Sectors Adopting This - **Advertising:** Opportunity for advertising agencies and brands to use bold and provocative campaigns to raise awareness for social issues and increase engagement with audiences. - **Non-profit and Social Causes:** Increased focus on socially responsible communication and awareness campaigns to promote social causes and address global issues. - **Women's Health and Rights:** Opportunity for health and human rights organizations to promote awareness and advocate for the empowerment and rights of women, particularly in regards to female genital mutilation. ## Related on Trend Hunter - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Unapologetic Women-Centric Campaigns](https://www.trendhunter.com/trends/o-positiv-health.md) - [Satirical Feminist-Forward Ads](https://www.trendhunter.com/trends/underpaid-women.md) - [Empowering Watermark Campaigns](https://www.trendhunter.com/trends/online-rights.md) - [Women Health Wrapping Papers](https://www.trendhunter.com/trends/wapping-paper.md) - [Honest Shaving Campaigns](https://www.trendhunter.com/trends/any-hair-anywhere.md) - [Interactive Scented Billboard Ads](https://www.trendhunter.com/trends/lola-mullenlowe.md) - [Anti-Gender Violence Campaigns](https://www.trendhunter.com/trends/antigender-violence-campaign.md)