With Plan UK’s commitment to end Female Genital Mutilation (FGM) ‘within a generation’, we created an evocative digital film campaign drawing awareness around this huge and often hidden problem.
Due to the sensitivity surrounding this subject, our challenge was to create a powerful, yet non-explicit nor culturally offensive narrative, out of respect for survivors of FGM.
Our response was a provocative statement that portrayed the horror of FGM. Through simplistic symbolism, a single red rose being cut by a pair of cold metal scissors. The associations of roses with fertility, innocence and the delicate physicality of girls created strong emotional reactions upon the cut.
This award-winning film featured heavily in various media publications, creating a huge amount of discussion online and offline. Most importantly, it raised awareness and educated a global audience on the harmful and unjust practice of FGM.