UN Women UK launch #drawaline campaign to end FGM

New campaign from Firehaus aimed at ending female gentile mutilation.

UN Women UK, the United Nations entity creating global gender equality, has launched a new media campaign in their ongoing programme to end violence against women and girls around the world.

Continuing the successful #drawaline initiative, created in 2017 by JWT, the theme of the campaign this year is focused specifically to raise funds to help end Female Genital Mutilation (FGM) by 2030. The 2019 campaign has been produced to highlight and act against the prevalence of FGM around the world, with over 200 million women already having undergone FGM.

The Countdown Has Begun campaign refers to the shocking fact that United Nations data estimates that somewhere in the world, every 10 seconds, a little girl is taken away to undergo FGM. The work features a range of celebrities and activists appealing for support including Saira Khan, Jada Sezer, Nimco Ali, Scarlett Curtis, Alimatu Dimonekene and Gina Martin.

The campaign was developed by creativity consultancy Firehaus for print, audio, cinema, OOH and digital assets, and is also backed by an influencer and participation mechanic encouraging audiences to show what 10” means in their lives to emphasise how frequent the occurrence of FGM is. Blue 449, a Publicis Media-owned agency, carried out the media planning and strategy and worked extensively with media owners to deliver the campaign across media channels as well as activating their own fund-raising event on the 25th November at their offices in London's Television Centre, in White City.

Claire Barnett, UN Women UK executive director, said: “#DrawALine connects people into a global movement to end violence against women. Our goal to end FGM by 2030 is one of the bold commitments to change that underpin that work. With millions of girls at risk across the world, our task to prevent FGM and support survivors is huge and incredibly urgent. This campaign is a big step in bringing people together to make that happen.”

The film was produced by Hurricane with still images created by fashion photographer Paul Whitfield and radio production assistance from Global. While transport for the campaign, used for ferrying around the talents, was provided by Wheely. The activity coincides with the annual 16 Days of Activism global UN activation to end violence against women and girls, which runs from the 25th November (International Day for the Elimination of Violence Against Women and Girls) through to 10th December (Human Rights Day). Activation activities will continue until the first week of January 2020.

Beth Pope, founder and brand partner at Firehaus, said: “Discovering how frequently FGM occurs and the lasting impact it has on lives shocked us. Based on a simple yet powerful statistic, this campaign aims to bring people together with a clear ask to make a difference to help end FGM.”

Lindsay Turner, CEO, Blue 449 and Spark Foundry: “We are really pleased to be playing our part in this vital initiative. We hope that this new strategy will help raise awareness and drive donations to really help UN Women achieve its incredible goal of ending FGM by 2030."

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