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  • FGM poster


Client: Home Office
Brand: Home Office

Changing attitudes and beliefs deeply rooted in certain communities or countries is a daunting task, whatever the issue.

When the challenge is to bring an end to Female Genital Mutilation, the task is as demanding as the issue is sensitive.

Our objective was to empower mothers with daughters at risk to say No to Female Genital Mutilation.

We set out by talking to mothers who were second generation Somali, Kenyan and Nigerian, with daughters between the ages of 1 and 15 years old.

The mothers were likely to have experienced FGM themselves, and were thinking of having it done to their own daughters. They all considered the act to be ‘honourable’ and ‘clean’.

The problem the women had was one of trying to balance life between two cultures - desperately wanting to keep their heritage alive and yet keen to embrace modern British life.

They felt under enormous pressure from their own mothers, mother-in-laws and other women in their community to go ahead with the mutilation of their daughters. Not doing so carried the fear of being isolated, ostracised and stigmatised.

However, they knew the act was wrong and illegal. They also didn’t want to put their daughters through the physical agony and mental trauma that the mutilation would undoubtedly cause.

To address these issues, we created a campaign that encouraged mothers to speak out and ‘break the cycle’.
Our message was to let women know they weren’t alone and had the support and right to ‘Be the mother who ends Genital Female mutilation’ in their family.

The campaign has played a significant role in raising awareness of the issue and helping women break the silence and take a stand against this harmful practice.

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