28toomany.org - FGM near you / Flags - print

This reminded me of the delicate stitched roses against FGM from Amnesty created by Publicis, Stockholm back in 2007 - except of course this is making the point with flags. These flags are very neatly stitched together to evoke the idea of female genital mutilation, complete with stains of blood droplets. Very realistic without being gory. "Female genital mutilation doesn't only happen in far away places." reads the headline on each flag, and then the copy is tailored the each country. "Over 30,00 girls in Sweden are at risk" Yep. 30,000 in a country populated by only 9 million, that's actually 0.3% The tagline directs you the viewer to http://28toomany.org/ where you can read up on the problem of female genital mutilation in Europe, and donate to help stop it. It's happening in Scotland, Sweden, Italy, The Netherlands, The UK, and Germany today.

Ad Agency: Ogilvy, UK