Every year 1000s of girls and young women suffer the abuse of forced child marriage and genital mutilation. Tragically, in some cultures these practices are tolerated and accepted as “tradition”.
Plan UK challenged us to bring attention to these issues in a way that powerfully communicated the physical and mental injuries inflicted on victims. But which, given the horrific nature of the abuse, didn’t make people “look away” but instead drew them in, to more meaningfully understand the impact through the victims own stories.
Our response was based on the several truths.
That the victims are all around us all but they’re also invisible as the physical and mental damage caused cannot be seen by the outside world. And that most victims silently carry the shame and trauma with them every day of their lives.
The idea was to communicate the stories of victims and the emotional scars they are left with by putting them somewhere they could not be ignored. Onto the faces of three female celebrities.
Game of Thrones actresses Natalie Dormer and Lena Heady, singer-songwriter Beverly Knight and award winning artist Marion Deuchars agreed to be part of the campaign.
(An overview of how the work was activated across outdoor and social )
What we Made
The collaboration resulted in a series of striking images of the three women. Real interview content taken from victims which communicated the feelings, shame and the damage caused by the abuse they’d suffered were etched like scars onto their faces.
The images were used as Magazine Cover wraps, Outdoor billboards, Digital OOH, and Banner ads.
The campaign also had a social component which gathered momentum to the movement by asking people on Facebook to update their profile pictures using a tool that generated a campaign call to action and statements of support onto their faces.
(Behind the Scenes at the photo shoots with Lena Headey, Natalie Dormer and Beverly Knight)
What we did: Concept, Creative Direction, Production, Content Creation
Agency: Saatchi & Saatchi