Advertising campaign
• Graphic Design and copys: Eladio de Paula B.
• Creative Direction: Rafael Araujo
• Client: Laboratorio Amadita. https://www.instagram.com/p/CK9OjcwsVRm/
Problem
Female genital mutilation causes short- to long-term health complications, anxiety, depression, and in the worst cases, death. This is a practice that violates the human rights of girls, young people and women who live in countries where this is still carried out.
Concept
At the time of mutilation; certain intimate parts of women and girls are extirpated or taken away. We take the concept of starting or taking away, to represent the ideal of the message we wanted to convey.
Idea
Starting from the concept of starting, to show that the emotional wounds caused by female mutilation in girls and women are sometimes much stronger than the physical wounds.
