2019 Winners & Shortlists

Describe any restrictions or regulations regarding Healthcare communications in your country/region (imposed by healthcare regulatory bodies, government, TV stations, etc.)

The Egyptian Government passed legislation in 2008 that specifically prohibits FGM. September 2016, a further amendment was made to the Penal Code upgrading FGM from misdemeanor to a felony. Although FGM remains a taboo, there are no restrictions to raising awareness of this harmful practice against women and young girls.

Describe the target audience

We clearly put the decision in the hands of the key decision makers, The PARENTS. We targeted the younger generation, new parents who are more open to a new way of thinking and our message about the harmful practice of FGM.

Cultural/Context information for the jury

Female Gender Mutilation, or FGM, is the inhumane practice of cutting or removing of the genital organs on young girls. It is generally carried out with the belief that it will preserve the purity of the girl. FGM can cause severe bleeding, complete loss of sensitivity, complications during childbirth, infertility, severe pain during sex, infections, sepsis and in some cases death. FGM is internationally recognized as a violation of human rights. It reflects deep-rooted gender inequality, and constitutes an extreme form of discrimination against women. More than 200 million females have been subjected to FGM globally. But with a prevalence of 87.2% in a population of over 100 million, Egypt has the greatest number of FGM victims globally. Despite repeated governmental efforts to raise awareness about the harms of FGM, it continues to be widespread among Egyptians- simply shifting the performing the procedure from traditional practitioners to health professionals.