Last but not least: Here and now
Ogilvy UK communicates simply and directly: Female genital mutilation doesn't just happen far away in distant countries—it happens right here, on our own doorstep.
Female Genital Mutilation, FGM for short, is one of those topics where all you can do is shake your head in disbelief. But shaking your head doesn't help anyone. Information and awareness-raising campaigns are more promising. The organization 28 Too Many - named after the 28 African countries in which FGM is practiced - has set itself the goal of banishing the shameful practice to the history books. And not just in Africa, but everywhere where girls and women are mutilated and circumcised because of tradition and superstition. This includes countries such as Iraq, Yemen, Indonesia and Malaysia... and Sweden, Germany, Great Britain, Portugal, Italy and the Netherlands. In Switzerland, too, it is estimated that there are over 10,000 women at risk or already affected (source: SRF). Up to 50,000 migrant women (or women with a migration background) are under threat in numerous European countries. Ogilvy communicates that the incomprehensible is also happening on our own doorstep - and that there are organizations worth supporting that do not want to stand idly by. (hae)
