1. Birmingham #EndFGM campaign
Engagement , Communications
& Marketing Team

2. FGM in Birmingham
Female Genital Mutilation (FGM) is the mutilation of female genitalia and is performed on girls from infancy to age 15, causing irreparable damage. It is still happening in the Birmingham area. In there were 115 known instances in Birmingham, with 30% of these being the most extreme form of FGM. Many more instances go undetected until deadly complications arise during pregnancy, labour and childbirth. The act of FGM is illegal but yet it still occurs, mostly during the summer holidays, when young girls are sent abroad for the ‘cutting season’.

3. The brief
Birmingham Against FGM is a multi-agency partnership of organisations to prevent the practice of FGM; to protect girls from FGM and to address the physical, psychological and emotional health and support needs of women and girls who have undergone FGM. The group asked Arden & GEM to develop a campaign to raise awareness of FGM to be timed for the ‘cutting season’. The campaign would back up the targeted work that the agencies are doing across Birmingham to tackle FGM.

4. The barriers
When developing campaigns – particularly those which tackle social taboos – it is important to understand the barriers that exist within communities:
Cultural beliefs – protecting family honour, chasity, keeping ‘clean’, preparation for marriage our cultural beliefs associated with FGM. FGM is not a religious requisite.
Talking about FGM is taboo – hidden subject in communities where practised with victims and reporting it
Misconceptions of FGM – and not knowing about and tolerating the different types of FGM. Any form of FGM is illegal.

5. A campaign to break the taboo
Focus on community education
Start people talking about FGM
Empower young girls – peer support from across communities
Tell real stories – survivors who are willing to talk about their experience.
Challenge myths and misconceptions
Create ‘noise’ with a big splash launch and follow up through targeted social media and PR activity.

6. #EndFGM campaign launch
Flash mob at Birmingham Grand Central Station
3 local school choirs join to sing Katie Perry’s Roar

7. Real stories
FGM survivors tell their stories

8. Coverage – the first six days
Social media
302
42,655
Video views
113
supporters
Total twitter impressions for BSC CCG
343
Views on Periscope
275,709
audience reach
185
A crowdspeaking platform, enabling supporters to sign up to tweet and post on Facebook simultaneously to promote a cause. For #End FGM they supported the live streaming of
Video views
Media
Part of a wider piece on FGM:
Coverage of the flashmob and interview with a survivor
Tonight’s national news at 6pm and 10pm