28 Too Many: Zero Tolerance Ribbon

Noor Hassanein

28 Too Many, an anti-female genital mutilation charity, used online, direct and guerrilla marketing to create a symbol for a movement to dissuade parents from practising FGM in Egypt.

Campaign details

Brand: Zero Tolerance RibbonBrand owner: 28 Too ManyLead agency: Impact BBDOCountry: EgyptIndustries: Charities & voluntary organisationsMedia channels: Direct marketing, Online video, Other & ambient mediaBudget: Up to 500k

Executive summary

The Zero Tolerance Ribbon is the unifying symbol that not only raised awareness around female genital mutilation, but also became the voice of a movement to say 'no' to the practice. Taking the universal Awareness Ribbon, we turned it on its head to literally spell out 'no' in Arabic.

We attacked the practice further upstream...

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