A London-based media and marketing agency, Here&Now365, has launched a campaign called “The Missing” on International Women’s Day. The campaign highlights concerns about gender imbalance in births among Indian-origin families in the UK. The campaign is based on analysis of Office for National Statistics (ONS) data. It shows that between 2021 and 2025, about 118 boys were born for every 100 girls to Indian mothers in the UK. The national average across all communities is about 105 boys for every 100 girls. Experts say ratios above 107 may indicate possible sex-selective practices. Here&Now365 Founder Manish Tiwari said the campaign aims to start discussion within communities. “When statistics begin to show a worrying imbalance, silence is no longer an option,” he said. Tiwari added that communicators must also raise social issues. “Girls deserve the same chance to be born, loved and celebrated,” he said. Labour MP Virendra Sharma also spoke about the issue. “What is most needed is that the woman carrying the child must feel supported by society and the system,” he said. He added that if women face pressure, they should be able to seek legal protection. UK law does not allow abortion only because the baby is a boy or a girl. Guidance issued by the Department of Health and Social Care in 2014 confirms that terminating a pregnancy solely because of the child’s sex constitutes a criminal offence in England and Wales.