We launched “Mutilated Words” a poster and print campaign, using handcrafted Arabic calligraphy and carefully chosen words.
The words reflected the physical, psychological and social damage of FGM. We printed them on paper that mimicked the color and texture of skin, made from a material that can’t be vandalized. We put the choice in people’s hands and urged them to pull the thread. The words unfolded to reveal a hidden letter that changed their entire meaning to reflect positivity and hope. Inhuman became Human, Pain became Dream, Despair became Joy.
In the way we designed our words, we used traditional Arabic calligraphy that reflected traditional beliefs. We chose a classical script that feels organic and is easy to read to ensure the stiches stand out. The blood red letters, handcrafted with short lines and simple curves, were printed on paper that mimicked the colors and texture of skin, made of material that can’t be vandalized. We used real medical sutures to mutilate the words just like the ones used in FGM.
• Cannes Lions Award 2019 / Bronze - Outdoor
Chief Creative Officer : Paul Shearer
Creative Director : Marie Claire Maalouf / Sarah Berro
Graphic Designer : Ahmed Nawara
Calligrapher : Abdelghany Shoair
