While many people are aware that FGM happens in Africa, few realise that the practice is also prevalent in Europe. The campaign provoked a visceral reaction in viewers. Seeing something as emotional as a flag treated with such brutality provoked people to feel empathy with the hundreds of thousands of girls who are at risk of being treated this way. The campaign made European audiences realise that FGM isn’t something that only happens in far off places, and provoked them to support 28 Too Many to help end FGM everywhere.
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