As part of a campaign to completely end FGM across the UK in February the Government met with affiliated charities and stakeholders, pledging its ongoing commitment to the cause and launching a £100,000 FGM Community Engagement Initiative.
M&F will work with the Multicultural Marketing Consultancy to develop sensitive messaging to reach a range of at-risk communities, including the likely development of a resource pack that communities can use to deliver grassroots education or targeted media relations.
The agency will also undertake wider work across the Home Office portfolio over the next two years as the need arises.
It won the work in a competitive pitch through the Crown Commercial Service’s Creative Solutions framework for PR and Related Services, which now handles pitches for Government contracts.
The Home Office has also tasked it with reducing alcohol-related crime and disorder in the local authority areas of Gravesend, Hastings, Manchester, Scarborough and Swansea.
Julie Flexen, MD at M&F, said: "Tackling FGM and alcohol misuse are high on the agenda for making a valued difference to society and there is a genuine role for PR to be part of the considered marketing mix."