Stop FGM in Your Generation

MHCS worked in partnership with the NSW Education Program on FGM to conduct the ‘Stop FGM in Your Generation’ campaign. This  included a media and communication plan to run radio ads, social media promotion, radio editorials and community service announcements targeting the Arabic, Amharic, Kurdish, Indonesian and Somali language groups.

We partnered with the award winning creative agency Eardrum in developing the Dear Mum radio ads in the targeted community languages. These ads were moving and compellingly.  They showcased two daughters – one thanking her mum for not following tradition and one who was subjected to FGM who shared to her mum that she loves her but she will never circumcise her own daughter.

Our Stop FGM project was enriched by the support of SBS and community radio broadcasts around NSW in featuring this important issue on their programs.

Radio Ads

• FGM Dear Mum - English
• FGM Dear Mum - Amharic
• FGM Dear Mum - Arabic
• FGM Dear Mum - Indonesian
• FGM Dear Mum - Kurdish
• FGM Dear Mum - Somali

To extend the reach of the messages through social media, we also produced Youtube videos of two scenarios for Arabic, Egyptian, Ethiopian, Kurdish, Krio, Indonesian, Sudanese and Somali