ActionAid UK, #BrutalCut

Three million girls in Africa aged 4-12 are at risk of female genital mutilation (FGM) each year. ActionAid challenged us to get more people in the UK talking about this uncomfortable subject.

So in the run-up to cutting season, we created a #BrutalCut of our own. Short video messages from a Kenyan girls facing the threat of FGM were unexpectedly cut into content by vloggers, influencers and publishers.

#BrutalCut exploded to become social and news currency, reaching over 150 million and provoking thousands of conversations (over 1,000 on Twitter alone). The campaign helped ActionAid win significant lottery funding to build community safe centres to help protect girls from FGM.

It is the most awarded campaign in the history of Weber Shandwick EMEA, with honours including PR and Glass Lions, eurobest, One Show, DMA, PRWeek Global and ICCO Global.