The Heritage

Creative idea

Every 10 seconds, a girl child’s genitalia are mutilated, with over 200 million victims worldwide, of whom 44,000 die annually. The International Solidarity Foundation fights against female genital mutilation in East Africa, but in 2023, funding was running low, and the issue was fading from public discussion. An attention-grabbing, solution-oriented approach was needed. As the issue is global, we decided to appeal directly to international decision-makers and donors. On October 11th, the International Day of the Girl, we submitted an application to Finland's UNESCO representatives, demanding the inclusion of female genitalia in the UNESCO World Heritage List.

Brand name: International Solidarity Foundation
Advertiser / client: International Solidarity Foundation
Product / service: International Solidarity Foundation
Campaign name: The Heritage
Agency network: INDEPENDENT AGENCY
Agency: United Imaginations Helsinki
Media agency: Havas Helsinki
Production company: Mjölk
Web address: https://theheritage.fi/
Agency chief executive officer: Henri Valtere
Chief creative officer: Jyrki Poutanen
Art director: Sami Kelahaara, Nelli Immonen
Copywriter: Martta Kallio, Jaakko Hovi
Designer: Johanna Vierimaa, Iikko Kuusela
Account director (agency): Ella Komulainen
Client account director: Saara Manelius
Pr director: Anu Ubaud
Photographer: Sami Kelahaara, Iikko Kuusela
Illustrator: Sami Kelahaara
Film production: Imppu Tiirikainen
Additional company: PR Planner: Meri Saarivirta PR Planner: Sini Levisalo Project Coordinator: Nea Rumpunen