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 underscores the importance of using culturally resonant messages and visible public engagement to change what communities perceive to be expected and appropriate behavior, making social norms transformation a central pathway to abandonment of female genital mutilation.
Objectives The study aimed to evaluate the effectiveness of the Saleema Initiative in shifting social norms, attitudes, and intentions around female genital mutilation and promoting social acceptance of uncut girls across Sudan.
Methods The evaluation employed a quasi-experimental design using a nationally representative, stratified two-stage cluster sample across Sudan’s 18 states. Data were collected through three survey waves from 2015 to 2017. The researchers assessed the relationship between campaign exposure—measured through both self-report and an independent monitoring system—and changes in social norms using validated scales. Statistical methods included regression models and confirmatory factor analysis to measure the reliability of social norms indicators and assess dose-response effects.
Intervention Details The Saleema campaign involved four main components: the Sufara Saleema Campaign (public pledges), the Saleema Colors Campaign (visual identity), community dialogues, and the Born Saleema Project (birth declarations of girls to remain uncut). These activities were implemented in public settings, combining media exposure with on-the-ground events to normalize the concept of keeping girls “Saleema,” meaning whole and uncut. Community-level event monitoring was systematically tracked through a bespoke Saleema Evaluation and Monitoring System.
Results Exposure to Saleema, both self-reported and independently measured, was associated with a statistically significant decline in pro-cutting social norms. Higher levels of exposure to campaign events were linked to lower agreement with statements that most people or friends practice cutting and that cutting is socially appropriate. From wave 1 to wave 3, the percentage of respondents agreeing with pro-cutting statements declined across all indicators, and a dose-response effect was observed: greater exposure led to greater norm change.
Conclusions The Saleema Initiative was effective in reducing pro-cutting social norms through a culturally grounded, branding-based social marketing approach. The study illustrates how collective dialogue and identity-building around positive alternatives can shift deeply held community beliefs. The findings support scaling social norms strategies to end harmful practices in other contexts.