Bell Design creates campaign against genital mutilation

Bell Design has created a print campaign to raise awareness of female genital mutilation in the UK.

The Foreign & Commonwealth Office is leading the central Government project, which is funded by the Department of Health, the Department for Children, Schools and Families and the Home Office. The FCO appointed Bell in January without a pitch, on the strength of its previous work for it and other Government departments.

The consultancy is targeting schools, healthcare professionals, social workers and parents with its awareness campaign, which consists of a poster and a 16-page booklet.

The FCO briefed Bell to create a campaign highlighting the fact that female genital mutilation happens in the UK, and is illegal. The poster and leaflet inform people about how to recognise and help victims, and point out that the practice has serious health consequences.

’In the development stages our client was very involved, and there were also 30 or 40 specialist stakeholders involved in the process, which was helpful,’ says Bell Design account manager Natalie Bellis. Bell came up with three solutions, including a typographic solution and one using imagery of textiles. These were both vetoed in favour of a photographic route.

’All three girls look like normal, contemporary girls, which contrasts with the copy’s message that female genital mutilation should not be considered normal behaviour,’ says Bellis.

The poster and leaflet will point readers to a website that contains further information about how to help victims of genital mutilation.

Bell’s print materials are being distributed to schools, doctors’ surgeries and health care centres this month.