BIMA Awards

Communications and Content: Impact | Brutal Cut

by Weber Shandwick for ActionAid UK

Project information

Three million girls in Africa are at risk of female genital mutilation (FGM) each year. Weber Shandwick needed to generate greater awareness in the UK, the first step to ending this brutal tradition.

In the run-up to cutting season, they helped ActionAid UK communicate this most brutal of cuts with a ‘brutal cut’ of their own: a short video message from a Kenyan girl who faces FGM that could be cut into any video content their audience might be watching. Just like the FGM cut, its use would be sudden, unforgiving, and brutal.

#BrutalCut provoked thousands of conversations (over 1,000 on Twitter alone) and exploded to become social and news currency, covered by the Independent, Teen Vogue, BBC Asian Network and Mashable. The campaign won ActionAid £250,000 in lottery funding to build community safe centres to help protect girls from FGM.