| Title | The HERitage |
| Brief | The Finnish International Solidarity Foundation (ISF) combats female genital mutilation in East Africa but in 2023 they were facing funding loss. At the same time, this ongoing tragedy was in threat of being forgotten amid massive global and national challenges. FGM was regarded as something distant, when in reality it’s hindering the economical, cultural and political development of millions of people and communities worldwide. As their last resort to gather funds and awareness, the ISF decided to turn to the ultimate guardian of humanity’s most priceless heritage. On the International Day of the Girl Child, Oct. 11th, the ISF submitted the application to Finland’s UNESCO representatives and ministries demanding the inclusion of female genitalia on UNESCO World Heritage List.The bold gesture was amplified with billboards surrounding UNESCO’s headquarters in Paris. It was embraced by major news outlets in Finland, bringing the issue to the forefront of public discussion. It made front page news in Kenya, a key country in battling FGM, urging decision-makers to take action against the deadly tradition. And crucially, it led to record-breaking donations – securing ISF’s future work. |
| Campaign |
Female genitalia proposed for UNESCO World Heritage List
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| Advertiser |
International Solidarity Foundation
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| Brand |
International Solidarity Foundation
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