The ads were created by Publicis, an advertising agency from Sweden.
Some bloggers thought the ads weren't shocking enough, that they didn't properly portray the horror of female genital mutilation. Some thought the image of the flower was too 'pretty'. Others found it problematic to use an image of a flower to represent a women's genitals, thinking it to be slightly cliche, and riddled with other non empowering euphemisms (the term 'unflowering' was brought up several times).
However, the majority of bloggers tend agree to with my own thoughts, which is that a harsher image might have turned off a larger audience from paying attention to the real message of the campaign. The main goal is to raise awareness, to make people stop and think about the issue. With the level of discussion that has occurred at several feminist blogs, I can say that these ads have definitely reached that goal.
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