The creative solution we found was to replace conventional protective hygienic plastic strips in women’s swimming costumes, with identical ones with a picture of a razor blade on them (like the ones used in female genital mutilation) and text which read “Every year 2 million girls in the world cannot avoid being genitally mutilated”. In general, the women’s reaction was one of fear and contempt. By showing each woman individually that sense of anguish and terror, we managed to make them really aware of the need to help.

During the action we recorded a 72% increase in website visitors, which resulted in an increase in phone calls to the association.