Mind the Clit

Use Branding to Take a Stand Against FGM/C - by Zinduka e.V.

1 strong

Signs of Attention
200+

T-shirts sold
35

supported girls and women

#BORNPERFECT

Mind the Clit’s Mission

Mind the Clit advocates for a holistic approach to sexual and reproductive health. After all, sexuality is shaped not only by our bodies but also by societal norms and structures.

Our goal is to break down taboos and communicate topics such as genital autonomy in a way that is understandable, positive, and empowering. Many of these topics are still associated with shame or are rarely discussed because they are not taken seriously enough.

Awareness

Promoting a human right by wearing a T-shirt

Message

Become an advocate for the "Mind the Clit" message and help spread awareness

Education

Breaking a taboo that shouldn't be one, to protect girls' rights

Role Model

Be courageous, share values, and be open to dialogue

Commitment

actively advocate for a world without FGM/C and for a world of equality

ORDER A T-SHIRT NOW

Breaking Taboos with Statement Shirts

With our colorful statement shirts and vulva stickers, we’re bringing the issue of self-determination into the public sphere. They draw attention to equality, spark reflection, and open up conversations about topics that often remain invisible.

That’s why our merchandise is more than just eye-catching: it raises awareness of gender-based discrimination, fosters dialogue, and helps break down taboos. Every conversation, every question, and every encounter contributes to shaping a more open, respectful, and just society where gender-based violence has no place.

Definition of Sexual Health

"Sexuality is influenced by the interplay of biological, psychological, social, economic, political, cultural, legal, historical, religious, and spiritual factors."

€39 retail price for a T-shirt

After deducting production costs, all proceeds go to the projects in Kenya. The Mind the Clit T-shirts are made from high-quality, sustainable cotton.

The vulva as a provocative key visual

The vulva, used as the key visual for the Mind the Clit brand, was deliberately chosen to draw attention to a clear violation of human rights and to encourage education and discussion.

As early as 1975, the World Health Organization (WHO) emphasized how important it is to view sexuality as something positive and natural —as part of a healthy and self-determined life. That is exactly what we are committed to.

Our contribution to this effort is sex-positive education. We want to encourage people to talk openly, confidently, and without shame about their bodies and their physical autonomy. Because knowledge builds confidence—and self-determination begins with the ability to make informed decisions for oneself.

FAQ: Mind the Clit

What is the "Mind the Clit" campaign about?

With “Mind the Clit,” we’re breaking social taboos and drawing attention to an issue that’s often swept under the rug: female genital mutilation (FGM/C). More than 230 million women and girls worldwide are affected by this practice. The campaign sends a clear message in support of human rights, education, and women’s right to sexual self-determination.

Why the name "Mind the Clit"?

The clitoris is the primary target in the practice of female genital mutilation. By using this deliberate, direct term, we aim to break the silence. FGM/C is a global problem, including in Europe. Only when we stop treating the issue as a taboo can we raise awareness and provide lasting protection for girls.

Where can I order Mind the Clit merchandise?

You can currently find the Mind the Clit online store only at this online store: https://nurcool.es/collections/mind-the-clit

How does Zinduka define "sexual health" and "reproductive rights"?

The World Health Organization has taken a holistic approach to sexual health and reproductive rights for over 20 years:

According to the WHO, sexual health is

“…a state of physical, emotional, mental, and social well-being in relation to sexuality; it is not merely the absence of disease, dysfunction, or infirmity. Sexual health requires a positive and respectful attitude toward sexuality and sexual relationships, as well as the ability to have pleasurable and safe sexual experiences, free from coercion, discrimination, and violence. In order for sexual health to be achieved and maintained, the sexual rights of all people must be respected, protected, and fulfilled.” (WHO, 2006a)

Only by upholding certain human rights—such as the right to physical integrity and adequate education on sexuality—can this state of well-being be achieved.

What exactly is FGM/C?

FGM/C stands for “Female Genital Mutilation/Cutting.” It is a serious human rights violation in which the external female genitalia are partially or completely removed or injured for non-medical reasons. The consequences for the physical and mental health of girls and women are often lifelong.

How do you ensure that the money reaches its destination?

Thanks to our own offices in Germany and Kenya, donations go directly to our local aid projects without any middlemen. You can find an overview of our milestones and projects to date here.

How else can I support the campaign and Zinduka e.V.?

There are many ways you can support our mission.

Spread our message to the world with a “Mind the Clit” T-shirt
Share our educational work on social media using hashtags like #bornperfect or #togetherweendfgm
Support us with a direct donation
Or get involved in events like our Run4GirlsRights charity run.

Our Partners

Mind the Clit is supported pro bono by two major partners:

The Cologne-based company nurcool, as an official partner, produces and sells licensed merchandise for various well-known German artists, comedians, and podcasters. On behalf of Zinduka e.V., they handle the production and sale of Mind the Clit T-shirts.

The Vienna-based agency C.FISH is further developing the Mind the Clit branding and supporting the project with communication and marketing strategies.