CASE STUDY - Ending Female Genital Mutilation by 2030

Ending Female Genital Mutilation by 2030 A Social Media Awareness Campaign CASE STUDY

THE PROBLEM

Female Genital Mutilation has a negative impact on the lives of thousands of Tanzania’s women. It has a detrimental effect on child marriage - FGM robs millions of young girls of their their psychological, emotional and physical well-being, depriving them of their rights while denying them of their ability to reach their full potential.

THE BRIEF

STUDIORED COMMUNICATIONS & CONFERENCES (SRC) was tasked by the The Delegation of the European Union to Tanzania (EU Delegation) - in collaboration with United Nations Population Fund (UNFPA Tanzania) to design and execute a social media awareness campaign - using influencers who are champions in their fields - that will raise awareness of the continued practice of FGM, dispel harmful myths, share scientific information on damages, advocate for alternative rites of passage and safe spaces for girls at risk.

OUR APPROACH

The overall objective of the campaign was to empower girls and women to escape FGM, and inspire local communities to eliminate the practice. We selected 5 social media influencers to work with and sent them on a journey to learn, discover and unearth the cultural and economic reasons why FGM is a continued practice within various regions in Tanzania. Thorughout their journey, SRC collected and created curated content specific to each influencer which was shared on UNFPA, EU & their social media platforms.

MAIN CAMPAIGN MESSAGES

#NOFGM2030 #UKEKETAJIBASI2030

We had to make sure that each influencer was able to sit down with community members and gather informative insight that will enable us to craft the right messaging

KEY FOCUS AREAS

We had to make sure our Influencers’ journey felt authentic

We has to ensure that the eradication of FGM was the key message

We had to create an authentic journey for the audience - in hopes that the influencers will recruit them as ambassadors in the fight to end FGM by 2030

Each influencer began their campaign with an a video such as the one below that introduced their journeys to discovery to their followers

The campaign is still on going and we look forward to sharing the results once finalised. In the mean time, you can follow the campaign through the hashtags

#UKEKETAJIBASI2030 #NOFGM2030

Appreciate