Ogilvy & Mather London has created a print campaign to raise awareness of FGM (female genital mutilation) across the UK.
It Happens Here has been created on behalf of anti-FGM charity 28 Too Many, to dispel the belief that FGM is a problem only for people in other countries.
The imagery shows a Union Jack flag, which has been torn apart and then sewn back together, accompanied by the tagline “Female genital mutilation doesn’t only happen in faraway places”.
There are six versions of the poster, featuring the UK, Scottish, Swedish, German, Italian and Dutch flags.
“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,” says Dr Ann-Marie Wilson, executive director at 28 Too Many.
The campaign has begun rolling out, and will appear as outdoor posters, within regional print media and on 85 university campuses across the UK.
“I urge everyone to open their eyes and minds to this campaign and support this brave organisation,” says Laura Rogers, senior copywriter at Ogilvy & Mather London.