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Anti-FGM campaign looks brutally familiar

Anti-FGM campaign looks brutally familiar
Netherlands flag stitched up to look like a vulva post-FGM

Netherlands flag stitched up to look like a vulva post-FGM

 

The first thought that crossed my mind, when people started asking me about this new anti-FGM (Female Genital Mutilation) campaign by Ogilvy, UK, was “didn’t Amnesty do it first”?

amnestyrose_aotw

 

Yes, they did. This iconic image, by Volontaire (Stockholm, Sweden) was part of a stunning awareness campaign about the FGM practice of infibulation that turned both heads and stomachs.

The new campaign is also disturbing, although it lacks the vulnerable fragility of the flower metaphor. The flags, instead, are pure brutality:

f_scotland_flag_final_aotw

a_uk_flag_final_aotw

d_italy_flag_final_aotw_0

c_germany_flag_final_aotw

b_sweden_flag_final_aotw

Admittedly, only advertising people care if a concept seems too close to work that’s been done before. For most audiences, this will simply read as a shockingly direct awareness campaign.

If it helps end involuntary FGM, so be it.

Source: Ads Of The World

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more
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