FGM: UK

While many people are aware that FGM happens in Africa, few realise that the practice is also prevalent in Europe. The brief was to open European audiences’ eyes to the hundreds of thousands of girls who are at risk of FGM in countries like Sweden, Germany, the Netherlands, Italy and the UK. The flag imagery creates an emotional connection and at the same time alarms the viewer with the brutality with which the flags were treated. Just like the victims of FGM, These iconic symbols of freedom and liberty are violated and degraded, instantly provoking Europeans to act against such senseless cruelty.Agency: Ogilvy & Mather London