#BrutalCut

Weber Shandwick / ActionAid UK

 

ActionAid challenged us to get people talking about the uncomfortable subject of female genital mutilation (FGM). To highlight this most brutal of cuts, we created a #BrutalCut of our own: video messages from Kenyan girls facing FGM, unexpectedly cut into content by vloggers, influencers and publishers. Millions of people saw and talked about #BrutalCut: it had a reach of over 152 million. On a minimal budget, our innovative use of influencers and media sparked thousands of conversations in solidarity with young girls at risk of FGM and helped ActionAid secure £250,000 to build community safe centres to protect Kenyan girls.

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