Empowering Change: Insights from the Saleema Campaign to End FGM in Sudan
As practitioners dedicated to creating positive outcomes for children, it is essential to leverage data-driven insights to inform our strategies. The Saleema campaign in Sudan offers valuable lessons on how to effectively change harmful social norms, specifically female genital mutilation (FGM). This blog will explore key findings from the qualitative evaluation of the Saleema campaign and provide actionable insights for practitioners.
Understanding the Saleema Campaign
The Saleema campaign was developed to change social norms around FGM in Sudan. The term "Saleema" translates to being “whole,” healthy in body and mind, unharmed, intact, pristine, and untouched. The campaign used health branding theory to create positive mental associations with remaining uncircumcised. The campaign's primary aim was to explore perceptions of its poster exemplars and assess if the desired themes were being communicated.
Key Findings from the Saleema Campaign
The qualitative evaluation included focus groups from all 18 states in Sudan. Participants were presented with three poster stimuli and asked about their reactions. The analysis revealed several important themes:
- Community Leaders as Information Sources: Participants reported that local leaders, particularly religious figures and local administrators, were the most common sources of information and admiration.
- Positive Reception of Saleema Messaging: Participants had positive opinions of the Saleema campaign and responded well to the branding elements in the posters.
- Continued Awareness and Advocacy: The most common suggestion was to continue raising awareness about the harms of FGM through advocacy, training, and posters, particularly targeting older women and individuals in rural villages.
- Engaging Youth: There was a burgeoning theme of targeting youth for support of the campaign, highlighting the importance of involving young people in community engagement efforts.
Actionable Insights for Practitioners
Based on the findings from the Saleema campaign, practitioners can implement the following strategies to improve their efforts in changing harmful social norms:
- Leverage Community Leaders: Engage local leaders, including religious figures and local administrators, to disseminate information and advocate for change. Their influence can significantly impact community perceptions and behaviors.
- Utilize Positive Messaging: Create positive, gain-frame messaging that promotes the benefits of abandoning harmful practices. Use bright colors and relatable imagery to enhance the appeal and effectiveness of your campaign materials.
- Focus on Awareness and Advocacy: Continuously raise awareness about the harms of harmful practices through various channels, including community events, media, and educational workshops. Tailor your messaging to target specific groups, such as older women and rural communities.
- Engage Youth: Involve young people in your campaign efforts by creating youth-focused messaging and providing opportunities for them to participate in advocacy and community engagement activities.
Encouraging Further Research
The Saleema campaign's qualitative evaluation provides a valuable foundation for understanding how to change harmful social norms. However, further research is needed to assess the long-term impact of such campaigns and identify additional strategies for success. Practitioners are encouraged to conduct their own research and share their findings to contribute to the collective knowledge on this important issue.
To read the original research paper, please follow this link: Qualitative evaluation of the Saleema campaign to eliminate female genital mutilation and cutting in Sudan.
