28 Too Many's FGM awareness campaign impresses at Clio awards

A provocative anti-female genital mutilation (FGM) awareness campaign, created by Ogilvy & Mather London, has won the top print prize at the Clio Awards.

It Happens Here: 28 Too Many won Advertiser of the Year at the Clio awards
It Happens Here: 28 Too Many won Advertiser of the Year at the Clio awards

The WPP agency released the 'It Happens Here' print and outdoor campaign for the charity, 28 Too Many, in May. The ad explains FGM is an issue that affects people in the UK and across Europe and not just in Africa.

The work, which won two gold Press Lions and a gold Outdoor Lion at Cannes, features European flags that had been shoddily sewn together highlighting that 50,000 girls in the UK are at risk.  

O&M London collected the Grand Clio last night for print along with two golds in Out of Home and Design, six silvers in Out of Home and six silvers in Print for the 28 Too Many campaign. The agency’s TV ad for Dove, "A Mother’s Body" also picked up a silver in film.

Gerry Human, the chief creative officer of O&M London, who led the creation of 'It Happens Here', said: "I hope these awards inspire even more people to reach out and help 28 Too Many in their brave fight against this appalling crime inflicted on young girls across the world."

28 Too Many was also named Advertiser of the Year.

Hoden Ali Warsame, an FGM survivor who accepted the award on behalf of 28 Too Many, said: "Previous winners have been huge global organisations like Nike and Google.

"We are a humble UK-based charity who are reliant on volunteers. But we dream big. We want to change the world." 

The 56th Annual Clio Awards was held in New York at American Museum of Natural History.