This is one of a series of three posters for Amnesty International’s campaign against female genital mutilation (FGM). The three different posters, each showing a different coloured rose, with different stitching, show the variations of FGM across the world.
This campaign utilises one of the most evocative visual metaphors we have found thus far. The intent of the visual is clear: Amnesty wants to provoke an emotional response from the viewers so that they will pledge support for the campaign to bring a stop to this activity in countries where it is legal. The striking, high angle photograph of the rose draws the viewer in immediately only to reveal the distorted shape of the rose and the rough stitching holding its centre petals shut. Then it becomes quite obvious to the viewer as s/he scans the page that this is an advert about female circumcision and the rose is intended to represent female genitalia.
(text at the bottom of the poster): Every year, two million girls suffer the pain of genital mutilation – a clear violation of their human rights. No government should continue to support this crime. Help us to stop violence against women. Give your support at www.amnesty.se