A woman’s virginity is considered to be a highly valued thing in some cultures. There are many myths around it and probably the most popular is the one that states the hymen as being the marker of virginity. A broken hymen doesn’t always mean that a girl or a woman had intercourse. In fact, there’s no scientific evidence of a lady’s virginity. A virginity test can be painful, traumatic, and humiliating and must never be carried out.
Usually, the testing is done by an examiner. But there are more… “traditional” ways for a woman to prove her virginity: Bed sheets, used for “virginity testing,” a ritual that is performed in Morocco and many countries across the Middle East and North Africa. This practice is supposed to happen during the wedding night. The guests wait outside the room for the newly married lady’s virginity to be publicly proved via a bloodstain. Not bleeding can be life-threatening, in which case women might face physical and verbal abuse, divorce, rape, “honor killing,” and suicide.
To fight this ritual, M.A.L.I. Movement chose Valentine’s Day — a day that symbolizes love and togetherness — as the moment to launch its campaign, “Traditional Virginity Test.” Developed in partnership with TBWA\RAAD agency, the initiative aims to debunk the “unbreakable” hymen myth and shed a light on a patriarchal concept that still happens around the world.
The campaign’s hero is a bed sheet, presented as a kit that one needs on their wedding night. It is made from cotton and is beautifully embroidered with traditional floral designs. Simply put, it is the “perfect fitting to capture best results,” guaranteeing bloodstain maintenance. A promo video was created to present the bed sheet, packed in a colorful box. The short film ends by encouraging viewers to go visit the website supporting the initiative if they want to buy the kit. Visitors will have a surprise upon adding the product to the cart.
The spokeswoman of the movement, Ibtissame Betty Lachgar, said: “The virginity membrane is a patriarchal and archaic concept used as a means to persecute women all over the world and has no scientific validity. Controlling women’s bodies and sexuality is a women’s rights violation. ‘Virginity testing’ is a humiliating practice and sexual violence that can lead to harmful psychological — as well as physical — health consequences. This barbaric practice should be abolished immediately.”
Walid Kanaan, Chief Creative Officer at TBWA\RAAD, said: “We are proud to put our creativity at the service of a good cause and raise awareness to such a controversial issue. It is really disappointing and frustrating to still witness today, despite all of the advancements that we humans have achieved in technology, healthcare, education, and science, such an unfair practice against women. There should instead be a strong focus on diversity, inclusion, and gender equality.”
Even though this topic may be seen as uncomfortable, it must be discussed, because even traditions — especially those that have a negative effect on people — must have a limit. Discover the dangers of this practice in the 24-page E-book that can be unlocked once the users decide to add the product to the cart.
Credits:
Client: M.A.L.I. Movement
Agency: TBWA\RAAD