Terres des Femmes is a non-profit women's rights organization. They strive for international networking with other women's rights organizations, support women in consulting and support projects, organizations and initiatives by women for women from abroad. The campaign “Open Your Eyes” clearly strengthens the organization in its fight against Female Genital Mutilation (FGM), helps threatened women and girls with advice, and shows supporters how to help. The key visual – a closed woman’s eye, tilted by 90 degrees – was created by actual victims as well as the wider online community, who produced and posted their own selfie eye-visuals.
We had to find a strong solution to “Open your Eyes” on FGM. The idea: We took close-up photos of the squinted eyes of women affected by FGM and brought them on posters. By tilting the picture by 90 degrees the squinted eye with intermeshed eyelashes looks like a cut female genital. In this way, the viewer needs to take a second look to realize what they are looking at. The key visual was also used in films and gifs, where the eyes opened after a few seconds.