Three million girls in Africa aged 4-12 are at risk of female genital mutilation (FGM) each year.This brutal tradition can cause severe bleeding, infertility and even death, and can have devastating psychological and social consequences. After FGM, girls are often taken out of school and forced into early marriage.International charity ActionAid is working in 10 African countries to end the practice. It campaigns, supports and educates to help communities say no to FGM. While awareness of FGM is increasing, there is low awareness of the horrifying effects it can have on girls’ lives.ActionAid believes awareness is the first step to ending it. So the objective was to generate conversation and greater understanding among the UK population, with a target reach of 400,000. This would give ActionAid a credible voice for fundraising around the issue, and help to end FGM, for good.
Country : United Kingdom
Agency : Weber Shandwick – London
Advertiser : ActionAid International