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Anti-FGM campaign literally objectifies women

Anti-FGM campaign literally objectifies women

“Every day over 6.000 women all over the world are condemned to feel nothing,” states this Spanish campaign for the Kirira Foundation, and it symbolizes the lack of natural sexual response to being nothing more than an inanimate object in the shape of a woman — a staue of ivory (not marble?) or bronze.


As disturbing as this image is, it’s not the attempt to shock that bothers me about these ads. Female Genital Mutilation is a horrific practise that really does seek to rob women of their own sexuality. But in showing the result as a woman who is no longer human, in my opinion, is disrespectful to the victims. They are more than their genitals. They are more than the ability to orgasm. They are thinking, feeling people with a terrible mutilation.

I do understand the symbolism, and perhaps some women who have been victims of FGM even see themselves this way. It may even be a Spanish pun I don’t understand. But I don’t think victims of sexual sadism should be treated this coldly. To paraphrase The Dude, “They treat objects like women.”


Fundacion Kerira
Contrapunto BBDO, Barcelona, Spain
Additional credits:
Executive Creative Director: Tomás Oliva
Creative Director: Carlos de Javier
Art Director: Carles Nuñez
Copywriter: Patricio Marrone
Retoucher: Lucas Pigliacampo
Photographer: Carles Nin
Accounts: Noemí Vidal, Anna Serrano, Nuria Cienfuegos
Ads of The World

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more