Using influencers, to raise awareness of Female Genital Mutilation, with a disruptive moment, to make their audience sit up, listen and take action.
Weber Shandwick approached Latimer to identify key influencers to interrupt their own editorial social content with a ‘brutal cut’, which highlighted how some girls' lives are being brutally cut short by FGM in Kenya.
Latimer identified and mobilised influencers that were genuinely passionate about being involved in this campaign to support the issue and mobilise their audience to donate.
Latimer enlisted lead campaign influencer, Scola Dondo, who disrupted one of her daily YouTube videos, with the ‘brutal cut’ content, provoking a huge reaction from her audience that spurred them into action.
The campaign delivered thousands of social engagements, and saw other celebrities and publishers include the brutal cut in their content to help raise awareness and donations, so that Action Aid could build community safe centres to protect Kenyan girls.
Results: Weber Shandwick