The Traditional Virginity Test
MALI
TBWA\RAAD Dubai
Overview
Across the Arab world lies a deeply ingrained and humiliating belief that a woman must keep her virginity intact until her wedding night, at which time she must demonstrate her virginity either via a degrading medical test, but most often via a bloodstain on the matrimonial bedsheets. Regardless of her innate value as a human being or her accomplishments, a woman’s worth is tied to her hymen.
To break the silence surrounding this taboo custom, and ultimately bring an end to this dangerous and derogatory practice, M.A.L.I – Mouvement Alternatif pour les Libertés Individuelles, launched the Traditional Virginity Test campaign, which used the tools of disempowerment themselves – the bedsheets – as a powerful way to highlight this dehumanizing practice.
Awards
2021\ Dubai Lynx \ Silver
