The Saleema initiative in Sudan to abandon female genital mutilation: Outcomes and dose response effects
Key Social Norms Take-aways: The Saleema Initiative in Sudan demonstrates the power of branding and social marketing to shift entrenched social norms supporting female genital mutilation. By promoting a new social identity around uncut girls and fostering public discourse, Saleema reduced the perception that cutting is a common or socially accepted practice. The initiative’s success […]
Qualitative evaluation of the Saleema campaign to eliminate female genital mutilation and cutting in Sudan
Key Social Norms Take-aways: The Saleema campaign demonstrates how branding and health communication can be powerful tools to shift entrenched social norms—specifically those sustaining female genital mutilation (FGM) in Sudan. The campaign reframes being “uncut” as “Saleema,” meaning whole, healthy, and untouched, and promotes this identity through positive imagery and messaging. Despite widespread social stigma […]
“He is suitable for her, of course he is our relative”: a qualitative exploration of the drivers and implications of child marriage in Gezira State
Key Social Norms Take-aways: Child marriage in this context is upheld by deeply rooted beliefs about gender, honour, and religion. Real change will require engaging religious leaders, men, and entire communities to challenge the idea that girls’ futures are determined by others. Programs must prioritize girls’ voices and promote their right to make informed choices […]