A digital film by Marmalade Film & Media to raise awareness of Female Genital Mutilation (FGM), has launched this week and fronts a global push from charity Plan UK to end the practise ‘within a generation.’
The #FGMrose viral short is also part of the world’s biggest girls’ rights campaign – Because I am a Girl – which has so far reached 58m women. This week David Cameron also pledged that the issue is on the UK political agenda to “end violence and discrimination against women,” including action on FGM.
The creative, developed by Marmalade Film & Media aims to raise awareness around FGM and drive traffic to the global campaign site.
“As a female-led company we believe strongly in women’s rights and equality on a global scale. The film is designed to galvanise people into action and provoke a strong emotional reaction with its symbolism. We were keen to achieve delicate balance, and didn’t want to disengage viewers with shock,” says Marmalade Film & Media Managing Director Claire Eades.
“This video is an imaginative and thought-provoking way to convey what is a highly sensitive issue,” says Plan UK CEO, Tanya Barron.
“FGM is a human rights violation facing millions of girls and young women across the world. We believe it’s a global problem that requires a co-ordinated global solution. “Because the beliefs and traditions that are used to justify FGM cross borders, we won’t end FGM in the UK without ending it abroad.”
“As a survivor, I feel the video is a moving and respectful way of showing the issue,” says campaigner Jay Kamara Frederick.
For more information on the Because I am a Girl campaign visit: