Healthcare > Health & Wellbeing: Education & Awareness

PAIN / DREAM

IMPACT BBDO, Dubai / 28 TOO MANY / 2019

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Overview

Credits

OVERVIEW

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.

Describe any restrictions or regulations regarding Healthcare communications in your country/region

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.

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

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