Plan International
CUT!
Every year, some three million girls run the risk of being subjected to cutting, which works out at more than 8,000 girls a day! Most of them are under 15-years-old. Girls not yet attending school and living in the rural areas of Africa and the Middle East are most at risk. Girls whose mothers are (better) educated run a significantly lower risk.
More than 200 million girls and women worldwide are affected by FGM, and every day around 8,000 more girls are at risk. The consequences are lifelong: physical, emotional and, in some cases, fatal. The challenge was clear: the reality is so horrific that it cannot be shown directly without causing distress or violating platform guidelines.
To raise awareness in a way that was both respectful and impactful, we collaborated with paper artist Mandy Smith. Her delicate paper sculptures of female anatomy allowed us to visualise the issue without sensationalism. This created a powerful metaphor that people could look at, share and engage with. This approach enabled us to reach audiences on Facebook, Instagram and YouTube in both the Netherlands and Belgium with messaging that was honest, safe and widely shareable.
After launch, the campaign was initially rejected by Facebook and Google as “Adult content”, which blocked paid promotion. But the message resonated. Belgian media and Plan Belgium supporters began sharing the video at scale, driving organic momentum. Faced with strong public support and clear context, Facebook reversed its decision and allowed the promotion to continue, helping the campaign reach the women most at risk.
This case shows how creative reframing, digital strategy and public engagement can overcome platform barriers and build awareness at scale.