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FGM Ogilvy & Mather

Anti-FGM charity 28 Too Many aims to boost awareness of UK practice in latest campaign

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By Natalie Mortimer, N/A

May 1, 2015 | 2 min read

Anti-FGM charity 28 Too Many is hoping to boost awareness across the UK about female genital mutilation (FGM) and remind people that practice is not just happening in Africa and the Middle East.

Created by Ogilvy and Mather London the print and outdoor campaign features a mutilated Union Jack flag, which has then been sewn back together. The line ‘Female Genital Mutilation doesn’t only happen in faraway places’ sits alongside the image to support the visual.

It will appear across outdoor poster sites, 85 university campus and within regional print media.

Six versions of the creative will run in total, which feature the Scottish, Swedish, German, Italian and Dutch flags, in addition to the Union Jack to highlight the growing problem in Europe.

"Dr Ann-Marie Wilson, executive director of 28 Too Many said: “FGM is not just being performed in Africa, the Middle East and Asia but is taking place here, in Europe, on our very own door steps. This emotive campaign visually encompasses the concept that FGM is not an out of sight, out of mind problem but at present a risk to over 60,000 girls in the UK.”

The charity was founded in 2010 and and takes its name from the 28 African countries where FGM is practised.

FGM Ogilvy & Mather

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