Three million girls in Africa are at risk of female genital mutilation (FGM) each year and Weber Shandwick took on the challenge of generating greater awareness in the UK.
Taking home the highly esteemed grand prix from The Drum Social Buzz Awards as well as; best use of video, most innovative use of social, best use of social media advertising, low budget, best social stunt and best socially responsible initiative, Action Aid's 'Brutal Cut' resonated among the panel of judges and left a lasting impression.
Judge Alfie Green, director of Creative Nerds said: "Brutal Cut puts raw emotion, a strong narrative and honest, real faces at the forefront of the campaign.
Utilising organic influencer content and then further in wider outdoor spaces Weber Shandwick were able to create a social moment you couldn’t miss.
"Thinking outside of the box they received huge media attention which helped to tell the story in a more traditional format - letting the creative lead the way, and not having to push content via ActionAid’s main platforms.
VML Kansas City and Wendy's Inc have snapped up the chairman's award, as well as best use of Twitter, for its work on Nuggsforcarter.