DESERT FLOWER FOUNDATION

RAISING AWARENESS ABOUT FGM

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FGM is a bigger problem in the UK than you’d think. The practice is linked to structural gender inequality and we were super passionate about working with Coco de Mer and the Desert Flower Foundation to raise awareness for women whose voices have been silenced by fear and this violent act.

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Treading carefully with such a sensitive subject, our idea was that it shouldn't just be the woman affected by FGM fronting the campaign, but it should be a collective effort from others in the wider community too. Only by all speaking openly together about this violent crime can we create awareness nationally and globally on a practice that is still all too common.

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We launched our campaign to coincide with International Woman's Day to try and get as much exposure as possible. And we certainly succeeded with 65 pieces of media coverage, with articles in Vogue, The Times, The Evening Standard and The Drum and over 2K social shares. The campaign also won an award for Social Impact.