PLAN NEDERLAND - FEMALE GENITAL MUTILATION

Challenge:

• Develop a campaign that creates awareness for female genital mutilation in Mali.

• Generate 5.000 leads that are able to be followed up by telemarketing.

Idea:

We made the target group aware of the subject by telling personal stories from the girls and women that either went through it or do it to other girls. Once the target audience was aware of the subject, we retargeted them with a new video that shows how many girls suffer from this on a daily basis, making the issue urgent. Afterwards they were able to sign a petition that was sent to the embassy of Mali, demanding better education about female genital mutilation in Mali.

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Results:

• The goal was reached within 3 days after the campaign launched.

• 17.862 leads generated.