Fighting FGM/C Through Social Marketing

[Click here to view the video in Arabic]

Population Reference Bureau (PRB) is a core partner on the Population Council-led Evidence to End FGM/C: Research to Help Girls and Women Thrive consortium—a UKAID-funded research program to help end female genital mutilation/cutting (FGM/C) within one generation. Their role is to build the consortium’s capacity for research utilization and to develop innovative tools and products to improve how researchers communicate their findings about FGM/C to key decisionmakers.

PRB has created a short video that shares key lessons from two studies in Egypt and Sudan that looked at effective elements of various social marketing campaigns. The video highlights how the four P’s—product, price, place, and promotion—can be used to design a high-quality FGM/C campaign. It also offers additional insights for program managers and designers that can help ensure social marketing campaigns to end FGM/C are grounded in the right principles and approaches. The video is based on the following two reports: