The FGM ban campaign utilized a multifaceted media strategy to effectively amplify its
message. A core component of the campaign was the extensive use of radio broadcasts, with
392 spots aired across both mainstream and community stations, ensuring broad reach.
Complementing this, a robust social media presence was established, featuring 21 targeted
messages. These included innovative audio posters and sign language interpretations for
persons with disabilities, shared on high-traffic platforms. Traditional media was also leveraged,
with ten strategically placed newspaper advertisements, including a week-long spotlight in The
Point. This comprehensive approach was designed to maximise public awareness and
engagement with the critical issue of the FGM ban.
Activity Report: Radio Spots on FGM Ban
1. Radio Spots
- Number of Radio Spots: 392
Number of Persons Reached: 342, 570 (Results is estimated at 25% 1, 370,080 of radio
listeners)
Comments: Aired on major radio stations and community radios including GRTS, West
Coast, and Q Radio.
2. Social Media Messages
Number of Social Media Messages/TikToks/WhatsApp Messages: 21
Number of Persons Reached: 475,000 views (estimated at 25% 1,900,000 is the total
followers of social media)
Comments: Three audio posters are currently trending on Whats on Gambia (WoG). The
posters are by Tiktoker 360 Pluz, Fanta Ceesay, and Fatoumatta (Sadio Mane la Musso).
These audios have also been shared widely across various whatsapp groups and have
been interpreted in sign language to accommodate those with hearing challenges.
3. Newspaper Adverts
Number of Newspaper Adverts: 10
Number of Persons Reached: 19,836 (Results is estimated at 15% of 132.240
newspaper readers.)
Comments: One message featured in The Point newspaper for a week.
