That’s the aim. The print and OOH awareness campaign is for anti female genital mutilation charity, 28 Too Many.

Anti female genital mutilation charity, 28 Too Many, was founded in 2010 and takes its name from the 28 African countries where FGM is practised. It knows that female genital mutilation (FGM) is not only happening in Africa and the Middle East, that it’s an issue people in the UK and Europe need to know about too.

So Ogilvy & Mather London created an elegantly simple visual metaphor to make the point…and to make the point make an impact.

“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, added Dr Ann-Marie Wilson, executive director of 28 Too Many.

Each execution in the print and outdoor campaign, It Happens Here, features a mutilated flag from one European country, which has been sewn back together in a haphazard manner. The line, Female Genital Mutilation doesn’t only happen in faraway places, stands beside the image.

There are six versions of the creative, each featuring either the Scottish, Swedish, German, Italian, Dutch or Union Jack flag, to highlight the growing problem in Europe.

The ads are appearing on outdoor poster sites, in 85 universities and regional print media.

Laura Rogers, senior copywriter at Ogilvy & Mather London, commented, “We are passionate about what 28 Too Many are trying to achieve and feel that the campaign highlights the abuse that is taking place here in the UK and in Europe. I urge everyone to open their eyes and minds to this campaign and support this brave organisation.”

Creative credits:

Creative agency: Ogilvy & Mather London

Copywriter: Laura Rogers

Art director: Trevallyn Hall

Designer: Mark Osborne

Executive creative director: Gerry Human

Production company: Illusion

Producer: Grant Mason