Terre des Femmes 


The Challenge

For four decades, the German Women’s Rights Organization has been fighting female genital mutilation (FGM).

Operating on a limited budget, Terre des Femmes requested TBWA\Zürich’s assistance in raising awareness among Central European audiences and garnering support for this crucial issue.

The Solution

In Western society, cupcakes often represent celebratory occasions. To emphasize that not all traditions deserve celebration, TBWA\Zürich developed CUTCAKES, vulva-themed cupcakes aimed at raising awareness about the appalling practice of female genital mutilation.

Coinciding with the popularity of vulva cupcakes on social media as a means to honor the female form, CUTCAKES discreetly presented unprecedented data on affected individuals, while evading Instagram’s censorship rules.