Social marketing campaigns (SMCs) have gained prominence in female genital mutilation/cutting (FGM/C) abandonment efforts, but there is a dearth of information on how these programs are designed and implemented, and their perceived impact. Understanding the implementation process and the effectiveness of these campaigns is critical for drawing lessons to improve existing programs and inform the design and scale up of SMCs in other regions/countries. This mixed-method study sought to address this gap by assessing the design and implementation of existing SMC programs in Sudan. While the study findings demonstrate several strengths of existing programs, including strong partnerships and extensive needs assessments, they also highlight several gaps in the design and implementation of SMCs. The findings presented here highlight the need to strengthen programmatic aspects of SMCs to ensure quality and adequate reach. The report includes implications for practice, funding, research, and policy that suggest ways to improve programmatic design, delivery, and reach.
A/ Rahman, Widad Ali, Samia Al Nagar, Randa H. Gindeel, and Arwa Salah. 2018. "Understanding the key elements for designing and implementing social marketing campaigns to inform the development of creative approaches for FGM/C abandonment in Sudan," Evidence to End FGM/C: Research to Help Women Thrive. New York: Population Council.
Evidence to End FGM/C: Research to Help Girls and Women Thrive