CIG
Advertising
The Commission for Citizenship and Gender Equality (CIG), the state body responsible for promoting and defending equality between women and men, launched its new National Campaign to prevent and combat Female Genital Mutilation. With creative direction by GRINGO, this campaign has been broadcast across massive national multimedia networks.
What was the challenge of the CIG campaign?
The Commission for Citizenship and Gender Equality (CIG) challenged GRINGO to create a National Campaign to prevent Female Genital Mutilation (FGM). The topic is brutal. The response required a surgical strategy. The goal was to promote problem recognition and support victims. The message had to inform and demotivate the practice without stigmatizing specific religions or communities. We needed to create social discomfort without relying on gratuitous visual shock.
What was GRINGO's creative and production strategy?
FGM is a misogynistic practice stuck in the past. It frequently occurs during festive seasons disguised as tradition. Our approach focused on the irreversible impact on these children’s lives. The strategy materialized in the tagline: EVERY FEMALE GENITAL MUTILATION TEARS A FUTURE.
To illustrate the physical violence and psychological rupture, we rejected generic digital animation. We produced the commercial video entirely in-house using the Stop Motion (Paper-Craft) technique. We animated the tearing of the paper frame by frame in our studio. GRINGO is one of the few agencies in Portugal with this physical production expertise. This capability allowed us to create a tactile and visceral metaphor. The video questions society. Where family members should protect, they tear the children’s future. What is our role in this?
Where was this national CIG campaign broadcast?
The strength of this campaign demanded a massive multimedia strategy. GRINGO ensured national coverage through a network of strategic media, retail, and distribution partners:
Public Space & Transport (OOH): The campaign was present on JCDecaux digital mupis, the MOP mupi network, Shinecare panels, Porto Metro, and the national airport mupi network.
Retail & Services: We reached consumers at the point of purchase through mupis in Continente stores and by broadcasting the campaign’s voiceover on their in-store audio. The message was also displayed across the Multibanco ATM network screens.
Press & Television: The visual impact extended to Público newspaper, Visão magazine, TV Mais, Telenovelas, and Lux. Television presence included the TV Cine + channels.
Institutional Network: We produced and shipped physical posters to all City Councils in the country. This allowed local municipalities to distribute the campaign through their community networks.
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