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 in favor of FGM, the campaign was received positively, especially among youth and in communities emphasizing education, solidarity, and religious values. The study highlights the importance of targeting respected community figures and younger generations to effectively challenge and replace harmful social norms.
Objectives The primary objective was to evaluate how effectively the Saleema campaign’s branding elements and messaging communicated desired themes discouraging FGM. Secondary objectives included understanding participants’ sources of information, values, and suggestions for improving the campaign.
Methods A qualitative evaluation using 72 focus groups was conducted across all 18 states in Sudan, with four groups per state. Participants viewed three campaign posters and discussed their reactions. The study employed inductive thematic coding using grounded theory to analyze focus group transcripts, supported by a social marketing and health branding theoretical framework. Coding was validated by intercoder reliability (kappa = 0.80).
Results Participants responded positively to the Saleema campaign’s visual identity and messaging. They understood key themes such as being uncircumcised, happiness, strength, and community change. Poster 2, which depicted a young woman confident in her decision not to undergo FGM, was the most impactful. Participants frequently mentioned admiration for local leaders, religious figures, and the role of education and solidarity in shaping behavior. Suggestions included increasing awareness through community advocacy, media campaigns, school programs, and targeting older women, rural populations, and youth. Some participants expressed continued support for FGM due to stigma, indicating persistent normative pressure.
Conclusions The Saleema campaign effectively fostered positive associations with rejecting FGM and showed strong potential for broader community engagement. Future efforts should deepen outreach through respected leaders, youth-focused initiatives, and tailored messaging that confronts stigma and misinformation. Social norms are central to the persistence of FGM, and campaigns like Saleema show promise in transforming these norms through culturally resonant and community-driven strategies.