Saturday, May 05, 2007
Text in the card:
Wet your finger and rub to find out what millions of women feel
After following the instructions, thanks to a special ink, the word NOTHING appears underneath.
Text back of card:
Over two million girls suffer genital mutilation every year. The AMAM association has very few members and strictly limited funds, for which reason it had to run a campaign with few resources but convincing, with a high profile. This is why a free postcard was chosen, to be distributed at strategic points where the target audience was to be found: arthouse cinemas, theatres, galleries, etc. The postcard’s impact was visible very quickly, with donations, e-mails and even mentions in the media.
Agency: Contrapunto Barcelona
Client: AMAM España
Creative Director: Tomás Oliva, Manuel Padilla
Art Director: Lorena Martí