Using provocative symbolism to help end FGM

Plan International

The Challenge

How do you capture the horror of FGM, while being sensitive to its survivors?

A challenge presented to us by Plan International as part of their campaign to end FGM within a generation.


The Response


We used simplistic symbolism to convey the atrocity of FGM in a way that words could not. The cutting of the rose presents the audience with the literal and metaphorical symbolism needed to really hammer the message home, and create maximum emotional impact.

The Work

The Rose

The Results

The campaign had the desired effect, successfully spreading the issue of FGM in more ways than imagined:

  • Used as the backdrop for UK Prime Minister (David Cameron) during his address at the FGM Summit.

  • Winner of multiple awards including the EVCOM Clarion Awards: Best Social Media Campaign

  • Featured heavily across The Guardian, The Daily Mail, Marie Claire, Grazia and on Sky News.

  • The campaign helped get the country talking about FGM.

FGM Campaign Reach.001.jpeg

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