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THE IMPACT EVIDENCE 
END FGM MEDIA CAMPAIGNS WORK
Three men explaining why what they heard on radio changed their attitude to FGM
Stop Post CV-19 cutting surge this Easter
Dear <<First Name>>,
 
Welcome to the Global Media Campaign Impact And Evidence Special Newsletter, where we present the latest of the eight impact measurement studies on the work of grassroots media activists trained and supported since 2014 by the Global Media Campaign and UNFPA to end FGM across Africa.
 
The most recent impact studies on intense media campaigns led by local activists* were commissioned by the World Bank, UNFPA and Plan International. In all, we look at local and regional studies in Mali, Kenya and Nigeria that measure the impact of intense local activists led media campaigns over three years.
 

Activists trained by the Global Media Campaign both physically and during CV-19 (online) carried out over 2,000 media campaigns on local radio and TV in 10 countries* since 2016.   UNFPA, HDF, Plan International, Wallace Global, Irish Aid, The World Bank and the Olwyn Foundation all support the grassroots via the Global Media Campaign (GMC) direct action feminist network.

Take the full tour to see our methodology and the latest studies and read the complete in-depth reports on our Impact Studies website page.

(GMC works with frontline activists in The Gambia, Kenya, Nigeria, Sierra Leone, Somalia, Ethiopia, Mali, Guinea, Liberia and Tanzania)
And it works: Backed by UNFPA, End FGM activists launched a successful media campaign on December 23rd,  2021, to name and shame the local authorities into stopping post-CV-19 cutting in Kuria, Kenya. ( Now it's time to run the same successful campaigns at Easter and in the summer when mass cutting is expected across Africa.  (Catch-up time for the postponed FGM ceremonies during  lockdowns )
Activists used secret videos of post-mutilation parades on national TV and on social media to call out authorities for ignoring the national ban on FGM and allowing the cutting and parading of girls publically.  It worked (see video of secret recordings below)
 
Now Help us stop Easter Cutting!
The video below is of girls in Kuria, Kenya being paraded with traditional umbrellas after being cut.  The secretly filmed parade videos led to a national outcry and an emergency media campaign which began on December, 18th, but 500 girls had already been cut in the first week of the Christmas holidays and now shops in the region are already selling  umberellas for the easter cutting.
Kuria is a cross border region of Kenya that has a population of just 350,000. After the national media campaign, police intervened and  293 girls were taken for safekeeping in schools and shelters.  Local police and authorities, bowing to national media pressure, made 58 arrests in the second week of the holidays.  10 people have already been convicted.  A further 4 face trial next month.  See the plans to stop cross border FGM here.

Support Media Campaigners directly,  naming the authorities and calling on them to enforce the law and arrest the school holiday cutters.   Donate below to support activists directly to buy End FGM campaign airtime on local radio and TV to stop the cutting. 
It works.
DONATE TO #STOPEASTERFGM
Ending FGM at the World Cup
More footballers sign up to the GMC-led #BornPerfect campaign.
International footballers continue to join the  FGM #BornPerfect campaign as we prepare for the world's first global campaign against FGM- ahead of the World Cup in November.  Backed by The  Wallace Fund and UNFPA  see the footballers blazing their way to the World Cup with their daughters below.
 
Now, take a deeper dive into GMC's Impact Studies
First, Kenya's three-year study.
Overseen by the University of Nairobi in the Tana River Region of Kenya, the 2018-2021 study has shown that support for the worst form of FGM (type 3) has fallen by 84 per cent in 3 years. But more urgent media work also is needed to stop type 1 as well.  This film shows how the longitudinal studies involving five field trips were carried out.

Latest published study from Mali

Our latest Impact Report commissioned by the World Bank and carried out by 60 Decibels measured how prime time anti-FGM TV ads, run before the main evening news, explained the dangers to women giving birth. The ads were funded by GMC, World Bank, UNFPA and Plan. You can also watch each of the prime time anti-FGM messages on the videos below.

The Mali midline report is available here



*These Impact Measurement Studies in addition to 60 Decibels also drew on the expertise of impact measurement experts from the Institute of Anthropology, Gender and African Studies, the University of Nairobi with additional input from Dr Mary Myers of BBC Media Action and Dr Martin Scott from the University of East Anglia.


 

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