| Título | Cruel/civilized |
| Agencia | Impact BBDO |
| Campaña | Cruel/civilized |
| Anunciante | 28 Too Many |
| Marca | Female genital mutilation (FGM) |
| Fecha de primera difusión/publicación | 2018 |
| Sector Empresarial | Instituciones/Organizaciones no gubernamentales |
| Filosofía | The Egyptian Government passed legislation in 2008 that specifically prohibits FGM. In September 2016, a further amendment was made (by Law No. 126 of 2016) to the Penal Code, replacing Article 242-bis and adding Article 242-bis (A), upgrading FGM from a misdemeanor to a felony. Describe The Target Audience The medicalization of FGM in Egypt is a huge challenge with 78.4% of incidences carried out by health professionals. We want to raise awareness and target new parents. We want to educate them about the Impact of FGM, and convince them not to expose their daughters to this awful practice. Translation: Provide A Full English Translation Of Any Text. Inhuman became human Pains became dreams Accept became Condemn Despair became Joy Cruel became Civilized Consent became Defiance |
| Medio | Branded Content |
| Duración | |
| Chief Executive Officer | Dani Richa |
| Responsable de la creación | Paul Shearer |
| Managing Director | Samantha Stuart-Palmer |
| Director creativo adjunto | Marie-Claire Maalouf |
| Executive Arabic Creative Copywriter | Sarah Berro |
| Creative Director | Logan Allanson |
| Graphic Designer | Ahmed Nawara |
| Director artístico | Marcio Doti |
| Director creativo adjunto | Ben Griffiths |
| Executive Arabic Creative Copywriter | Rani Amayri |
| Arabic Copywriter | Mohamed Abdelkader |
| Executive Arabic Proof Reader | Husam Al Agha |
| Director artístico | Jithesh Narayanan |
| Director de arte digital | James Keith Elgie |
| Calligrapher | Abdelghany Shoair |
| Creative Services Director | Tennyson Torcato |
| Strategy Director | Noor Hassanein |
| Communications Manager | Emma Lightowlers |
| Director | Amel Fahmy |
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