The Zero Tolerance Ribbon is the unifying symbol that not only acted as an element of awareness around FGM, but that also became the voice of a movement to say ‘No’ to the inhumane practice. Taking the universal shape of the Awareness Ribbon, we turned it on its head to literally spell out the word ‘NO’ in Arabic.
Dubai has one of the larges blue-collared worker populations in the region. Coming from South Asian countries with limited literacy, they normally converse in their native language. Not being able to read or write limits their comprehension of standard instructions which are usually in English.