Photo courtesy of the BBC
The campaign is being launched at the start of the summer holidays, during which young girls - mainly from African communities - are thought most at risk.
Mutilation involves the partial or total removal of external female genitalia for cultural reasons.
Up to 7,000 girls in the UK are seen as at risk of this form of circumcision.
The long summer holiday is seen as the most likely time for parents to seek the procedure for their daughter as she has time to recover from what is usually a brutal ordeal before returning to school.
She can be sent abroad for the treatment, but police say they know it is also being carried out within the UK itself. Police plea on genital mutilation (more)
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