My Name is Enough

Creative idea

Boy preference is so strong in Armenia that some superstitious families name their daughters “Bavakan” (literally “Enough”) to prevent the birth of another girl. So, we titled the campaign My Name is ENOUGH. Before we officially launched the campaign, we published a video glorifying all the fields Armenia is a leader in -- sports, IT, etc., -- including sex-selective abortions. On the International Day of the Girl Child we illuminated the Mother Armenia statue in red and projected Armenia’s statistics on sex-selective abortions onto the pedestal. Mother Armenia is the tallest statue in the country, also It is the personification of Armenia. The statue remained red all night.

Brand name: UNFPA
Advertiser / client: UNFPA
Product / service: Social Campaign on Sex-Selective Abortions
Campaign name: My Name is Enough
Agency network: INDEPENDENT AGENCY
Agency: Doping Creative Agency, Yerevan
Additional company: Doping Creative Agency
Web address: http://www.bavakane.am/
Creative director: Hovhannes Margaryan
Copywriter: Tigran Gevorgyan, Mary Mailyan, Anjela Petrosyan, Artsrun Sakanyan, Hayk Ayvazyan, Mariam Hakobyan, Tigran Sirunyan
Designer: Edgar Mkrtchyan, Anush Ghazaryan, Luiza Petrosyan, Ani Amaryan
Pr director: Hasmik Barkhudaryan
Director: Grigor Galstyan
Director of photography: Vahe Safaryan, Hrach Manucharyan, Narek Sahakyan, Vahe Abroyan, Nelson Sargsyan, Vahe Adamyan, Karen Galstyan, Stepan Melqonyan, Arman Ordyan
Music: Michael Mayilyan
Digital strategist: Hovhannes Petrosyan, Armen Martirosyan
Additional company: Producer։ Hayk Simonyan, Line Producer։ Narek Hakobyan, Voice: Khoren Levonyan, Sound Designer: Tigran Hakobyan, Editor: Nairi Danielyan, Computer Graphics: Hovhannes Yepremyan, Web: Smbat Smbatyan, Special thanks to Serj Tankian, Nazeni Hovhannisyan, Hovhannes Ghazaryan, Armenuhi Burmanyan, Karen Avetisyan, Vazgen Saghatelyan