AMAM.

Wet your finger and rub to find out what millions of women feel. Over two million girls suffer genital mutilation every year. After following the instructions, thanks to a special ink, the word NOTHING appears underneath. 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, Spain.