Female Genital Mutilation (FGM) has become a much-discussed issue within the UK, but mainly about how it’s something that happens to girls living far away in Africa. And that’s exactly the myth these bloodied and mutilated European flags aimed to dispel – “It Happens Here”. Around the world, primetime news channels shared the campaign. Midwives used the images in education. Magazines published articles about FGM based on our campaign.
The campaign received accolades from all major international award shows including 13 Golds, 14 Silvers and the Grand Prix award from the Clios, Cannes Lions, London International and Eurobest.
Most importantly, the charity saw a 4000% increase in traffic to their site and the UK Government pledged to change the law on FGM.