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Media Campaigns: A Cost-Effective and Impactful way to Change Social Norms and Prevent Female Genital Mutilation.

December 8, 2021

The World Bank Group and the Global Media Campaign to End FGM (GMC) invite you to hear the results of their FGM intervention within the Project to Accelerate Progress Towards Universal Health Coverage in Mali.

From July to October 2021, the GMC produced three TV and radio jingles to be broadcasted on airtime over the Summer across Mali. This intensive campaign’s impact has been measured and results highlight that 8% of respondents changed their minds about FGM in the last 6 months and say they will now not carry out FGM on their daughters, and that 83% of those who changed their minds were influenced by the GMC media campaign.

This event is part of the 16 days of Activism against Gender-Based Violence. It will present the ongoing Project in Mali, its efforts and success in addressing FGM, as well as the GMC's work in Mali and other African countries as a cost-effective and impactful way to change harmful social norms.