Every 11 seconds, a girl’s or a young woman’s genitals are mutilated. Worldwide, more than 200 million are affected by Female Genital Mutilation (FGM). This horrific practice is conducted even in western countries like Germany. Fighting mutilation of this kind for years, Terre des Femmes wanted to raise awareness of this issue by reaching and winning over as many people as possible. The aim was to create a strong visual poster campaign that opens the viewer’s eyes – starting at the global “Day of Genital Self-Determination”. The motif takes the latter notion and turns it into its opposite by showing closed eyes that seem to be sutured together. What almost looks like circumcised female genitals are in fact eyes with lids squeezed shut. In combination with the claim “Open Your Eyes”, this visual and its message are simple yet strikingly powerful. Accompanied by an initiative, assisted by influencers and celebrities, as well as an online platform with personal stories of affected women, the campaign led to an increase in the number of supporters and donators.
Statement by the Jury
The poster campaign “Open Your Eyes” succeeds in achieving just that: viewers stare at the posters in irritation and shock, until they realise that what they see are actually closed eyes – looking deceptively similar and visualising the brutal practice of genital mutilation. This outstanding idea has been realised in a highly eye-catching campaign and thus succeeds in drawing serious public attention to a severe problem.
TERRE DES FEMMES – Menschenrechte für die Frau e.V., Berlin, Germany