ActionAid UK / Weber Shandwick


Weber Shandwick rose to the ActionAid UK challenge to turn the spotlight on to the painful subject of female genital mutilation (FGM). Millions of people saw and talked about #BrutalCut, a campaign which saw video messages from Kenyan girls facing FGM unexpectedly incorporated, or cut, into content by vloggers, influencers and publishers. At noon on launch day 132 digital screens across the UK, including London’s iconic One Piccadilly, cut to deliver the message: “This cut might be irritating, but some cuts are life-destroying.” Despite a minimal budget, #BrutalCut soon became a hot topic from music festivals to newspapers to social media. In total the campaign attracted more than 12 million Twitter impressions, with strong activity on Facebook and a webpage too.

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